Offer value
As a sales representative the value that you offer is your knowledge and your time. Salespeople know a lot about their company’s products, about the industry, about future trends in the marketplace, about competition, and many other things.

Secure a commitment before presenting details
Take the time to qualify prospects for wants/needs, budget, and decision-making authority by asking the relevant questions and verifying the prospect’s answers. However, before you present details about your product, secure a commitment to make a decision about what you’ve presented or to advance to the next step in the sales cycle.

Focus on what matters
You may want to skip outlining information about the functionality of your application or product, which may be fairly simple and undifferentiated. Instead focus your time in the sales call on how they want to use your product in detail. Find out what excites them. Find out what they are afraid of. Find out the one or two important things that are driving them to make a purchase. For example, try asking “Have you ever considered this alternative?” or suggest “Here's how someone else in your situation is using it.."

Ask questions about the prospects’/customer’s intended use
Asking questions offers you the opportunity to increase rapport and establish stronger ties with prospects and customers. Second, it also gives you a natural opportunity to share with your prospect/customer ideas on how some of your other customers utilize your product.

Share customer experiences
During the sales call, take the time to intersperse short examples of how your other customer’s use your product/application and ask the prospect/customer if they have thought about doing the same. Share with the prospect concrete examples of how your other clients were able to save time, effort and money or improve customer service, value or pricing.

Determine advantages
Even with the most competitive products, the number two product usually has some advantages over the number one product. Determine these advantages, and focus your selling efforts on the prospects who want such benefits. Follow the process above of questions and commitments first, presentations last.