One of the key elements of my business coaching and sales mentoring process is that I focus on DSR: dominant sales recommendations. When I am coaching clients, I frequently remind them to focus on their dominant sales recommendation, and to make sure this is clearly outlined and embedded within their educational sales process.
The dominant sales recommendation is the main action you want your market to take. It is the metric for measuring your marketing. Your marketing is only effective if people are buying. Your marketing is extremely effective (well targeted, well positioned) if people are directly purchasing your dominant sales recommendation.