| Are you selling a service or a commodity?
I have been in sales and service for over 35 years, quite successfully I might add. If I have learned anything it is; always write and talk about "what is important to your prospect."
Possibly start by always asking yourself; Why would my customer buy this? What need/s of the prospects would buying this satisfy?
Find out these answers and always approach your prospects from their prospective. You can spend all day telling them how it works, what it will do, and the cost. If they can't justify a need or reson to buy it, they won't.
Pretend you are the customer; ask yourself these questions and come up with some good reasons. Then take your answers and formulate them into a statement, example; I don't need to know that your hammer is bigger, better designed, or even cheaper, etc. I just want the best way to put that nail in my wall, that is my need. | 
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