PRESS Before You Play – Settle Anxieties

This week on the podcast, Chris & Chris continue the PRESS Before You Can PLAY series with the first S – Settle Anxieties.

Clients have unspoken questions about you, your company, what you will do, and the pricing. These unspoken questions create anxiety for the customer. An anxious customer is guarded and less trustful. You must be proactive and answer these unspoken questions to reduce the anxiety for the customer. Once you reduce the anxiety the customer is feeling about the situation, they will trust you more and see you as the expert who can help them.

To reduce anxiety, you must share your credibility, explain the procedure for the service call, and explain your pricing process. Do this by using your Credibility, Agenda, and Pricing Statement or CAP statement.


Most customers want to know “how long you’ve been doing this” or “how did you get into this line of work”. You’ve probably been asked these things several times. This is confirmation that customers want to know these things. You should anticipate this question form every customer and go ahead and tell them. How long you’ve been in the industry, how you were trained, and any certifications you have will establish your credibility…but only if you share it with the customer.


Other unspoken questions are most certainly “what is this person going to do?” and “how long will this take?”. Just as with your credibility, be prepared to answer this question for the customer without them having to ask. Make sure you start with the reason they called you in the first place.


Customers most certainly want to know how much it will cost and if they will have any control over the price. Even today, customers still think we charge by the hour. They assume that they are paying for every minute. Answer these unspoken questions by explaining the process of evaluation and pricing.

Answer any questions, both spoken and unspoken, the customer may have. If you’ve done your CAP statement well, the customer now has answers to all of their unspoken questions. Their anxiety is settled, and they now see you as a competent expert that can help them.

Download to listen later: PRESS Before You Play – Settle Anxieties

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