Provocative title, isn't it? In all of my 20+ years in corporate marketing, advertising, sales, product management, and training, I found that there is one overarching rule that virtually guarantees a positive response and sale from any prospect — STRUCTURE. I know — there are some salespeople who like everything to be loose, open, and flowing during the sales call. Totally understand.
Look, everybody does it. It's the hard and fast rule of business — to succeed in the marketplace, you need to get out there and shake some hands. Motivate the masses. Network with the crowds. Well, I say that's wrong.