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