Things like pace, mimicking, alternates closes, tonality techniques and most importantly positive and negative reinforcements. 

My belief is that you have to be there at the zero moment of truth.

Them: Yes I do.You: You do, terrific (Always repeat what they say followed by a positive or negative reinforcement word)You: tell me a little about the size of company.Them:we are (their answer)You: You are a (their answer) fantastic.You: How long have you been in the business?

Words like AND and HOWEVER.When making a presentation you will be received at a far greater rate and the likelihood of success is 10 fold.When using but what you are actually saying is that the previous opinion is crap and you have a better one.This comes to light especially when using reinforcement techniques. 

YouTube is great because its a reinforcement for other advertising and TV is slow yet offers quality leads. we run 5 30 second commercials and a 30 minute infomercial

Or that they would or could never use tonality, commands or reinforcements to negotiate. 

@Michael QuarlesI'll look into this some more.All of this is reinforcing the fact that my lead capture needs to be just as on point as the marketing if not more because there isn't anything worse that putting in the work to get the lead just to let them slip through the cracks.

Is your belief consistent with others in your market?

Personal belief.  

My previous post was not meant to challenge anyone's beliefs or program but rather understand if there were aspects of the program that you found that could be improved or built upon.