Be careful to minimize your efforts to say what you feel needs to be said in a sales call. The most important thing is that you learn what your prospects really want or need and why.
The simplest way to do this is to forget about yourself, your company, your products, and your competition. Focus only on the discussion. Be real. Ask questions and listen.
Care for them and they’ll more likely care for you.
(use this link for a “be real” printable reminder)