Sales calls move fast. You have a few critical moments to grab attention, understand the prospect's current situation and communicate your Unique Selling Proposition (USP)

But how do you do this in a natural, engaging, and persuasive way? And how do you keep the buyer at the center of it all?

In this article, you’ll see 5 powerful strategies to deliver irresistible pitches that move your buyers!

Plus exactly how Velocity AI can help you get there faster!

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Telling vs Selling

Most sales reps struggle because prospects don’t care about features—they care about how you solve their problems (solutions). 

Buyers are difficult too (I get it) they come in with preconceived notions of what you do, or expect a product demo straight off the bat.

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There’s almost always a standoff in the beginning. Here's what everyone's thinking.

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Buyer: Just show me the goods - that's what I'm here for!

Seller: I need to what you'll buy and whether you can pay for it

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To ease this stand-off, be upfront. 

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"Hey Mark, appreciate you making the time. Before I show how Velocity AI helps teams win more, can you walk me through how yours operates so I focus on what’s most relevant?"

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It gets the discovery started without feeling like an interrogation, creating space for a constructive discussion to shape your value prop.

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Now you’ll have 2 types of buyers:

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1. The Rambler

Some buyers love the sound of their own voice—you just need to jump in occasionally to keep things on track.

I once asked a CIO about his ERP strategy; 25 minutes later, we were somehow on quantum physics.

Staying awake is one challenge. The real skill is picking out the useful bits and asking sharp follow-ups to shape a strong story for a value proposition.

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2. The Poker Face 

It can feel like pulling teeth—one-word answers, vague replies, anything to dodge the real info.

That’s where open-ended questions come in. No yes/no options—just thoughtful, relevant prompts that get them talking.

Dig into their answers. Clarify, reflect it back, and check if you’ve got it right. That’s how trust is built.

You’re not just there to pitch—you’re there to understand their surface pains, the deeper stuff underneath, and how it all ties to their role, strategy, and priorities.

Once that’s clear, then you can get into timelines, milestones, and blockers.

Discovery is your edge—it helps you guide the conversation, ease the tension, and earn trust.

And that’s what sets you up to deliver a USP that actually moves the needle.

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Why Your Value Proposition Matters in a Sales Call

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If the prospect doesn’t see why you’re the right fit, they’ll move on.

It’s not about what you do—it’s how you solve their problem better than anyone else.

Use discovery insights to paint a vision, not list features.

Most reps miss this by sounding like a brochure.

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Five Strategies to Deliver Your USP in a Sales Call

1. Start With Discovery

There’s a fine line between firing so many questions, your prospects think you're a detective - and asking clear thoughtful questions that position you as a trusted advisor.

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I suggest the “Doctor Approach”.

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Imagine walking into your doctor's appointment, telling them you have a headache and they just prescribe the first medicine they thought of.

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You’ll likely be suing them for malpractice the next day as your pain gets worse.

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No, your doctor will always prod and poke until they understand the root cause of the pain, any side effects you might have to medication and come up with a custom treatment plan. You need to prod and poke your prospects until you get to pain.

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A great framework to practically implement the doctor approach is the OLC framework

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This next section is very practical - with sample talk tracks explaining EXACTLY how to use the framework in real-world scenarios.

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Detailed Explanation of Doctor Approach and using OLC

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O (Open)

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Ask open-ended questions tied to the problems you solve. Think What, Why, How, Where—not yes/no.

“What brought you to the call today?” is overused and lazy.
It signals you haven’t done your homework—and buyers can tell.

Instead, come in with a clear POV. For a tool like Velocity AI, built to help sales teams, you might try

“Noticed you have 3 AE’s, 4 Inside sales reps and 4 BDR’s, how do you currently ensure they all receive consistent training?”

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L (Leading)

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Listen closely and dig deeper—peel back the layers to uncover real challenges.

Great leading questions make prospects rethink their own problems.

If they say, “We run solid training for new hires and monthly enablement sessions,”
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A Velocity AI rep might ask these leading questions:

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1st level leading question:

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Sales Rep

“Sounds like you’ve got a strong coaching culture with enablement. In my experience, global training is valuable, but reps often retain only what’s relevant to their deals — the rest fades. Are you able to diagnose individual rep behaviors and coach accordingly?”

Prospect

“Our managers handle a lot of 1-1 coaching in weekly touchpoints — reviewing current deals, diagnosing issues, and finding ways to help move them through the funnel.”

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2nd level leading question:

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Sales Rep

“Great that you support deals that closely. What about individual call performance — do you have visibility into which behaviors drive wins and how often reps are adopting them?”

Prospect

“No, we don’t have a way to track rep behaviors on calls — the team has over 25 meetings a week, and managers can’t be on all of them.”

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3rd level leading question:

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Sales Rep

Sales leaders I work with say the same — too much volume to diagnose and coach reps individually. Lots of B players with A-player potential, but finding and guiding them is the real challenge. How do you see it?

Prospect: 

Yeah I guess if we could have eyes and ears in every meeting and be there to help our sales teams in those meetings we might see some improvement in win rates.

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C (Confirming)

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Keep listening. This is where you connect the dots and shape your POV.

Repeat what you’ve heard, confirm it’s accurate—then you’ve earned the right to pitch your solution.

Here’s a statement that a rep selling Velocity AI could use at this point:

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“So just to recap — you’ve got a strong ramp program and monthly global training from enablement, but they don’t have visibility into what’s happening in live meetings. Sales managers are closer to the action and help with pipeline and deal movement, but high meeting volume makes it hard to spot and coach sales behaviors. If you could train reps in real time, on every call, it would make a real impact. Is that about right?”

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Prospect “Yeah that pretty much sums it up”

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Now, you know what you’re pitching against. Every feature can tell a story. 

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You control the narrative. 

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You have a strong point of view on what to show them and why.

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2. Make Your Value Prop About Them, Not You

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Your value story isn’t about what makes your product unique. It’s about what makes it valuable to this specific prospect.

Instead of saying:

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"Our CRM has advanced reporting tools."

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Use the 4MAT approach:

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Why am I showing you this?
"You mentioned your sales team spends 2 hours a day per rep on CRM updates. With five reps, they could spend 10 extra hours per week with buyers."

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What is it?
"Velocity AI updates your CRM with one click. It analyzes conversations and logs the key details for you."

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How do others use it?
"ACME automated CRM updates, saved 2 hours per rep, and used that time for cold calling—adding $400K to their pipeline last year."

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What if you could do the same?

If your teams could update CRM with one click and 100% accuracy, and you had up-to-the-minute data on live opportunities, how would that impact ACME?

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3. Objection Handling Like A Pro

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Objections are actually a good sign—no pushback usually means no deal.

They can hit anywhere: price, product, adoption, even testimonials.

The key? Don’t get defensive. Lean in, ask questions, and get to the root of it.

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Prospect 

“Oh I love the solution you have at Velocity AI, but we just wont be able to give it the attention it deserves right now because there are too many competing priorities”

Rep 

“I totally understand. I can only imagine how much you have on your plate as VP of Sales looking after 100 reps. Mind if I ask what's got you tied up on other projects?”

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Prospect 

“Yeah we’re trying to migrate CRM from Hubspot to Salesforce and thats taking up a lot of my time”

Rep 

“But equally, you’re still trying to increase sales productivity at the rep level, based on what I think I’ve heard, am I right?”

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Prospect 

“Yes, that's right. And its draining me right now, so I can't really focus on onboarding another tool”

Rep 

“How much time do you think you’re spending on building your sales training programs and strategies for the team?”

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Prospect 

“Probably between 5-10 hours a week”

Rep 

“So if I handled your onboarding with Velocity, you could set up just by syncing salesforce and calendar, I’ll set up sessions to get the reps up to speed. Velocity will handle the bulk of the sales training, freeing you up those 5-10 hours a week… and once you’re a little clearer from the salesforce migration, - we can focus on showing you how leaders get visibility with the tool - would that be cool?”

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Prospect 

“I mean if there’s a way to get this set up without taking much of my time - then sure why not?”

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4. Follow Up with Value, Not Just Reminders

Always send a thoughtful follow-up within 24 hours—it keeps you top of mind and shows the prospect they were heard.

But with everything else going on, it’s easy to drop the ball.

Use the email to give them a reason to reply.

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Try something like this:

1. Recap their challenges to show you’ve been listening
2. Highlight how you can help—paint a clear path forward
3. Share something useful (e.g. business case, exec summary)
4. Outline next steps and set expectations

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Writing a detailed, accurate follow-up—especially with a business case—can take 30–40 minutes.

But it’s time well spent. These emails are powerful for re-engaging buyers and moving the deal forward.

I have a cheat code. Velocity AI lets me build these in 1 click, so I can focus on more important tasks like learning how to juggle.

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Here’s an example written by Velocity AI for one of my prospects below:

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How Velocity Helps You Deliver Slick Value Prop’s and Win More Deals

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Communicating your USP isn’t just about what you say—it’s about when and how you say it. The best reps don’t just wing it; they fine-tune their messaging to land with maximum impact. That’s where Velocity comes in.

We make sure you sound like the sales pro you are, with tools that help you refine, personalize, and deliver your message at the perfect moment so you can close more deals with confidence.

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1. Real-Time Coaching So You Always Say the Right Thing at the Right Time

Ever finished a sales call and thought, “Ugh, I should have said that instead”? Yeah, we’ve all been there. Velocity fixes that in real-time.

Our AI listens to your conversations and gives live actionable insight built on your company’s winning plays to help you articulate your USP more clearly and persuasively—right when it matters. It keeps track of every pain point from minute 0 to minute 60, so when the moment strikes, you’re armed with the perfect USP, not scrambling for words

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2. AI That Learns What Works, So You Don’t Have To Guess

Most sales reps spend too much time figuring out what messaging resonates. Velocity does that heavy lifting for you.

It analyzes top-performing conversations across your team, identifies what works for your customer segment, and builds you a dynamic checklist to follow to cover the best converting discussion points in the meeting.

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3. Predictive Objection Handling (Because "Let Me Get Back to You" is a Sales Killer)

Objections are part of the game. But instead of playing defense, what if you could stay two steps ahead?

Velocity anticipates the most common pushbacks before they happen, such as price, timing, or buy-in, and feeds you real-time suggestions to handle them like a pro—no more awkward pauses. No more fumbling for a response. It's just smooth, confident selling.

4. Automated Follow-Ups That Don’t Feel Automated

Following up is crucial, but let’s be honest—nobody likes getting those "Just checking in..." emails.

Velocity automates follow-ups that add value. Instead of generic reminders, it crafts personalized, timely messages based on your conversation details—so every touchpoint feels relevant and intentional, not robotic.

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5. Storytelling That Makes Your Value Prop Stick

People don’t remember stats—they remember stories. That’s why Velocity pulls in real success stories and case studies as you pitch, giving you instant proof points that make your USP feel tangible and real.

No more saying, "Trust me, it works." Now, you’ve got actual results to back it up.

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What’s Next?

Mastering your sales performance in meetings isn’t just a one-time effort, it’s an ongoing process of refinement, personalization, and strategic execution. The best sales reps don’t just rely on instinct; they leverage data, feedback, and AI-driven insights to ensure every conversation lands with impact. By implementing these strategies and using Velocity to reinforce and optimize your messaging, you can turn every sales call into an opportunity to win.

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