“The details are not the details. They make the design.”
Sometimes when I work with young representatives, I have to tell them “write this down, word for word.” Then when I have them read it back to me they get frustrated when I tell them, no, change that word and say EXACTLY what I said. Until they get the verbiage nailed down, and then I make them practice it over and over again until they can say that particular phrase naturally.
It is NOT Shakespeare as I tell them about most of the language, and their confidence and cadence and naturalness combined with authoritative delivery is the most important thing, 75+% of the impact. But that last 25% is the difference between getting the sale or not (whether the sale is getting the meeting set up or the $25,000 premium or the Introductions).
The difference is the details.
The phrase I drop early in the meeting that I echo later and then repeat a third time before asking for the business is a seed that has grown in the soil of their mind and now bears fruit.
The rhymes woven through the conversation reinforce information and subtly enhance memorization.
The soundbite power phrases hit hard and stick in the mind after the meeting.
The details determine the ultimate outcome. Polish the little bits and the whole will shine better.