There isn't a lot of details in this question, so I'll be making some assumptions here.
1) Have a clear focus on WHO you're targeting. This is the #1 biggest mistake I see businesses/sales make. Going after everyone is the quickest way to low conversions and poor morale.
2) Have a clear list of qualifying criteria for who you'll be targeting/speaking to. If you sell with proposals for example, proposals take a lot of time, you should have a clear list of criteria for who you'll send a proposal to and who you won't.
Spend most of your time working out #1 and #2 before doing anything else.
3) Ask questions about the prospect/client's business and then let them answer. The key to better sales is asking good questions.
e.g. why are you considering product/service ABC? What is the biggest challenge you're facing right now with this issue? What would be the cost to you to leave this challenge unresolved? What have you tried in the past? etc
4) It's not about your product or service. Once you've asked the questions and received enough answers, prescribe like a doctor, how/why your product/service helps the prospect/client's issues.
5) Never make assumptions. Instead of cold-calling or cold-messaging a prospect and saying "Need help with your sales? etc" that's a bad way to start (I get tons of these types of messages). Why is this bad? It assumes the prospect is not doing well without even knowing their business at all. It's presumptuous.
Instead, offer a complimentary diagnostic/assessment of their business or whatever area you focus on. This shows you want to understand their business and possibly prescribe something that makes sense for them vs just assuming everyone needs/wants what you're offering.
6) If you get a good response to your approach, don't forget to follow-up, follow-up, follow-up
7) Sales is not about changing someone's mind from No to Yes. It's about getting in front of the right people who already want to say Yes, your job is to make sure they say Yes to you.
