Customer Challenges we help address
Deals stay open for months – Activity doesn’t turn into deals – Price takes over – Results don’t follow.
Or one special deal becomes critical.
You are doing a lot of things.
Teams are active. Initiatives are running.
But impact remains limited.
Execution is not the issue.
Decisions are not being triggered the right way — or not in your favor.
So activity doesn’t turn into growth.
We turn your strategy into decisions.
Challengers don’t lose on solution. They lose on decision.
Choosing you (or your disruptive solution) creates risk. Staying as is feels safer.
So decisions stall — or go elsewhere.
Not because you’re weaker. Because the decision wasn’t shaped.
We help you engage where change is decided.
Make inaction visible.
And turn consideration into commitment.
Selling value is not about proving more.
It’s about where the decision is made.
Your goal is not to be the cheapest. Yet price ends up deciding. Not because value is weak. Because it stays at the wrong level.
When conversations stay on features, procurement takes over.
And price fills the vacuum.
We help you anchor value where the decision is owned.
So price becomes a factor — not the outcome
The stakes are high. Pressure builds.
So you focus on the deal.
But deals don’t move on their own.
Decisions do.
And those decisions are often built elsewhere.
We help you influence them before it’s too late
R&D moves fast. Revenue doesn’t follow.
Not because the technology isn’t ready.
Because monetization is a decision — not a feature.
No decision, no business.
So innovation stays in pilots, not in production.
We turn innovation into committed decisions.
© 2026. Wave4growth.
A direct conversation about your complex sales challenges — no pitch, no pressure. Just clarity on whether and how we can help.
Tell us about your context. We'll come back to you within 24 hours to set up a first call.
No generic sales pitch. We'll listen first — to your context, your challenges, your current deal dynamics — then share whether and how our approach fits.
You'll speak directly with someone who has shaped complex decisions at senior level. Not a business development rep — someone who can have a real conversation about your situation.
We work with companies in ICT, Telco, Healthcare, MedTech, Industry and Services — where decisions are long, multi-stakeholder, and high stakes.
Headquartered in Belgium, we work across Europe and internationally with both global leaders and high-growth challengers. Remote and in-person formats available.
I was skeptical and expecting another training full of SWOTs and post-its on the wall... I have been blown away. I now have very pragmatic new tools and tips I can immediately apply in my job.
Sales Manager Global IT IntegratorW4G helped us structure our Go-to-Market, clarify our vision, and build for scale. Their combination of strategic rigor and flexibility is rare. People of this quality are rare.
Founder & CEO Serial Entrepreneur, AI & HealthcareThanks to his experience at the highest level, Yves illustrates with many lived examples how to build relationships with customers and prepare for each meeting. I would definitely recommend him for boosting your sales impact.
Managing Director Global Flat Glass Producer & ProcessorThis highly interactive training taught me a lot. It allowed me to understand why some discussions did not have the expected impact — and how to remedy it with a simple, structured approach.
Client Manager Global IT Services Company