Two little boys are talking and one says "my daddy is so strong that he can pick up a horse." The other little boy said "oh, yeah, prove it!"
Your prospects are the same. You must have logical proof and emotional proof to the value of your product or service. Recently a lady prospected me for a chocolate that helps you lose weight! She captured my attention! She told me that she had lost 35 pounds eating this "chocolate." (emotional proof) She then proceeded to give me a sample (emotional proof). It was delicious (emotional proof). She said eat three of these a day and you will lose weight. Well. . . I admit I was still a little skeptical. Then she sent me a link to a website. There are different studies and a lab has certified their product (logical proof). I'm not sold yet, but I do believe that it is worthy of my further exploration.
What logical proof and emotional proof are you providing to your prospects to influence them to buy from you?