Potential customers choose not to purchase when the salesperson fails to guide them to resolve their problem. Salespeople do not realize the lost sale root cause.  You need to develop talking points to invite customers into a story, and repeat the points again and again. Your customer will see you as the guide they need since you are reminding them to join a compelling story. Customers will realize they need your product/service since it is part of the plan to resolve their problem.

-          Content comes from Business Made Simple book (Chapter 8: Sales)