Think of a bridge — your prospect on one side, their goals on the other. In sales, your task is to help them cross this bridge, overcoming the gap between their current challenges and where they aspire to be.

The four Ws—where they are, where they want to go, what's in their way, and why they need to move fast—are crucial checkpoints on this bridge. They give you the insight to qualify prospects effectively, ensuring you can confidently assist them on their path to success.

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