The trick as promoted successfully by some training firms is to make the salesperson comfortable with his pitch: personalizing the pitch and helping it sit well in her voice and her set of beliefs.  Consider also the customer.  Instead of a bank saying, ‘We lend you money,” they might say, “We help you pay when you don’t have cash on hand.”  Instead of suggesting that a customer save, they might say, “We reduce our fees so you can save.”  Matching a Bank’s Needs with the Customer’s