The most successful sales professionals work in three industries:

Pharma, Energy and Finance.

What do these industries have in common? Their products have the highest risk if you miss an opportunity and the highest return if you pick the right solution.

For example, people die with the wrong medication or people live longer with the correct medication when talking about pharma. Doctors buy from pharma reps because their scared shitless when they think they might have the wrong medication on hand. A good rep will phrase his offering accordingly to this situation.

The messaging and margins correlate well in these industries. The sales executives in these industries structure their conversations in this exact way i.e. , "This is the highest risk for not using our products and this is the highest reward if you do use our products".

Granted they are more specific about the product but it's that simple.

Structure your messaging around the highest risk of not using your product and the highest reward when your product is used.