1. Create the right content. Humans prefer not losing to winning, so tailor your value proposition and content accordingly. What is your prospect losing by not using your solution? What is the true cost or risk of the status quo to them? “Invest time in defining really good questions that make the cus- tomer think about his situation—don’t give him an elevator pitch.” — Peter Krauss, CoSelling 2. Have a goal. Once you have the content, understand the ideal sales process and follow it step-by-step. Control the sales call, have a plan and a clear objective. Your objective should be simple and measurable, like “book a meeting with the prospect” or “commit to a workshop,” not “teach the prospect about my product.” Don’t oversell in the early stages of the sales process. 3. Follow a clear process. Know the sales process for your industry and follow it step-by-step. As a re- sult, you will be able to predict what will happen at each step and anticipate the questions that prospects will ask, so have the answers ready. “Your inability to answer foreseeable questions destroys customer confidence in you and your solution.” — Peter Krauss, CoSelling 60