Build Rapport. Make small talk with the customer, become friendly, make them feel comfortable with you as a person because they are already walking up with their walls up. . People don't like sales people, it is your job to alleviate them from this. . Customer discovery. It is all about the customer you are speaking to. They are the person that will make the decision whether or not to do the deal. So getting to know what their needs are is the most important element of any pitch.. Questions, questions, questions. If they are a hot lead (aka they have some need for the product/service you are offering) then the more you can figure out why they are there the better.. Some example questions.... What is the most important feature you are looking for in XYZ?. What/who do you currently use?. What could they/it do better?. What are you comfortable paying?. Would you go outside of that price range if you found the perfect fit?. All of this is with the intent of finding the most important element to any pitch. The hot button issue. The one thing that matters the most to the client. They are experiencing a pain point with their current solution which has put them in front of you.. It is your job as the salesman to find that issue and only focus on how what you are offering will alleviate them from that pain.. Some example pain points.... Price. Safety. Lack of features. Old Age.