Oh yup I definitely missed this . Thanks ! !<| sep |> When you ' re selling it , you might want to elaborate about what can go wrong , tailoring it to specific clients . But focus on your latter point , If an ambulance is needed first . They may already have an idea of what your company and service are about the fact that they ' re after your services versus another company they already use , but hearing it from you such a manner will have them associate that image with you . Content is , and always will be king . The real trick is to make that persuasive , but being even more persuasive in engaging their attention initially . Generally you have about 30 seconds with engagement on a site , walkin , phone call , etc . If you can get past that first half minute window and make them want to give you more time they ' ll be easier to convert . More points familiarity with the venue , what they do , combined experience in number of years from the staff , etc .