The first stage is the prospect becoming aware that they have a problem and it is big enough that they want to find a solution. Approaching prospects that don’t know they have a problem can result in a large number of rejections. Prospects who don’t understand the true cost of the problem aren’t motivated to find and pay for a solution. You can help move prospects through this stage by helping them identify the problem they have and measure the cost. Then they will be motivated to move to the next stage.

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