When I started my first sales role, the prevailing wisdom was that sales was "all about the close". Meaning there were some clever phrases or words you could use to "clinch the deal".
In my experience, the opposite is true.
The most important conversations with clients happen at the start of the sales process.
Unless you can find out what is driving the engagement and its value, you will just end up talking about features and prices.
Get "the open" right, and "the close" will take care of itself.