Sales pro tip: The first thing out of your mouth when trying to sell someone is to ask who they are and what they need. Once you have established those two things, you then tailor your pitch to match exactly that and no more. For example, if you're selling a Thingmabob and your target is a small dentist office in the mid-west concerned about filling their schedule, then spend the time telling them about how other dentists' offices have used your product to attract new customers. Don't spend any time telling them about how Thingmabob helps to drive down costs even though it does this 3x better than the competition. Sell people what they are buying not what you are selling!