Why do prospects choose competitors even when you clearly have the superior solution? In this episode, Dan and Pam uncover a critical gap that's costing sales professionals deals every day: the failure to understand what prospects actually mean by the descriptive words they use. Through real client examples and personal experiences, they reveal how making assumptions about terms like "innovative," "strategic," or "creative" leads to wasted time, missed opportunities, and lost trust. You'll discover why this seemingly simple skill creates such powerful results, the psychology behind why prospects become more engaged when you make them think critically, and the mindset shift required to resist the urge to jump into solution mode when you think you have the answers. This isn't about asking more questions. It's about asking the right questions that help prospects define what's actually worth solving for.  

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