Every AE should think about ‘So What’ for every step of their value prop. As an example, (1) So your service saves your prospect time? So what? (2) So now your prospect can spend time working on projects they have not had time to work on? So what? (3) So now they will not miss out on opportunities to generate revenue for the team. That’s the ultimate value prop here. Once you keep asking ‘So What?,’ you’ll get more from your prospect.