How about the following:

Objection-handling: The process of preparing for a variety of questions/statements that discount your solution. Providing information (facts, figures, case studies, competitive intelligence) that keeps your solution in the discussion as a viable alternative.

Negative Triggers: Outreach mechanisms (vehicles or verbiage) that can elicite a negative emotional response in the prospect, and make them want to end the communication.

Positive Positioning: The communication art of fine-tuning all aspects of messaging (verbiage, format, vehicle, frequency, placement, promotion-type, pricing) to make the offer appear optimally attractive to the target audience.

The list goes on…