When presenting a sales proposition, instead of listing the features and benefits of what we offer, it can be most effective to simply tell our own story or the story of a customer.
When meeting a prospective client, patient or customer (I'll use "customer" for all three), the new salesperson or service provider is eager to lead the conversation with a "sales pitch" about the features and benefits of the product or service they represent. It's usually too early to share that information.
A word to avoid at this stage is "IF".
A very common mistake in sales presentations and business communications is to take the viewpoint of "I" or "we" (the company), instead of "you" (the customer.)