Establish credibility & authority. Why should this person give up their time for you? Do you know how many people sell widgets like your product or your service? You’ve got a USP. So what? During this call, you can tell your buyer of all the companies that do business with you, but it’s just words. They might be picking their nose and eating it whilst talking to you and you have no idea what’s stuck and what hasn’t. (in terms of your messages, not his / her nose findings).