If I could show you a book that would increase your sal
es immediately, would you buy it?
You already smell something, don't you? The "if I could would you" technique has been around for a long time. It has lingered because it works - or at least it used to. Today the professional buyer can sense this one and has an arsenal of responses to thwart it.
The rookie salesperson who saunters into a sales call thinking that using this technique is going to bring a quick sale may be in for a rude awakening.
Techniques Do Not Work - Principles Do
Remember: techniques do not work; the principles behind them can be effective. So, let's look at the principles behind this one.
Principle #1: Show value first.
We all want something of value. The "If" statement subliminally tells the customer or prospect that you know you have the responsibility to demonstrate value to them. The precondition to the sale is your ability to make a compelling argument.
Principle #2: Pre-closing the sale.
Take the same approach to closing sales as the folks in Chicago take to voting: close early and close often. Let the customer or prospect know that you are there to sell - don't be shy or reticent.
Using the exact words, "If I could would you?" will trigger a defensive mechanism in most B2B buyers. They may have heard these words earlier in the day when we contacted them. As a result, we sound just like other salespeople. 
Try this wording instead:
"When you, do you?"
Here is why this carries more power - besides the fact that it does not sound like others.
WHEN
The subliminal message here is that the customer or prospect does this. It eliminates the uncertainty of the "if". It is also a pre-closing approach. Unless the customer/prospect replies with "I never do that," they are acknowledging that they do whatever you are suggesting.
YOU
Notice the pronoun has changed from "I" to "You". Talk about the customer/prospect, not about yourself.
DO
Do is an action verb. Using it in this scenario actually causes the customer/prospect to remember some action they have taken in the past. They see themselves doing something that you are suggesting they will do again. Rather than see your offering as a change (which some people resist), you are confirming that they are already doing what you want them to do. The implication is that you have a better way for them to do it.
[MISSING]
Notice that your offering is not mentioned. It is important for us to remember this Chuckism: "Nobody wants your product and no one wants your service. They only want what they think your product or service will do for them right now". Using this modified approach to the "If I could would you?" technique, you can cause customers and prospects to tell you what they think, why they would buy and what they perceive your offering would be worth.
E X A M P L E S
OLD:
"If I could show you a way to save 30 man-hours in your production facility, would you buy my widget?"
NEW:
"When you find ways to save man-hours in your plant, do you consider laying off employees or do you typically reallocate those man-hours to other areas of production?"
OLD:
"If I could show you how to save $5000 on your purchases, would you buy from me?"
NEW:
"When you are able to save money in some of your purchases, do you first question the value of the lower priced product or do you immediately consider how the savings can be used?"
Advanced Version for Seasoned Professionals
Reword it by using terminology like, "As a businessperson you continually look for ways to improve your bottom line. I have some information that will help you do that and, if you agree, we can move forward."
Notice in this version:
- the salesperson frames the content (in this case: "As a businessperson")
- there is an embedded assumption (in this case: "you continually look for")
- the outcome is defined (in this case: "improved bottom line")
Your approach would be different based on the role of the contact, the outcome you expect and the implied customer benefit.
Coming Next: "May I help you?"
Why this one does not work.
