Paint a picture
One of the best ways to grab the attention of prospective clients is to paint them a mental picture of the end results. They don’t need to know the how, that is your job, they want to know what your product or services means to them. At the end of the day, what is the benefit to them. The process is something which can be discussed later. First off, can they see the end results benefitting their company.
You need to paint a mental picture — say that you’re a janitorial service, you could perhaps paint the picture that your company is distinctive in that due to your services, the restrooms will look and smell as comfortable as home. That is a mental picture that will stick with you. Perhaps the opposite picture will stick clearer in your head. The descsision maker doesn’t need to know about the five organic cleaning materials and rare earth minnerals you use to keep the place smelling just right — they want to know about the end results. There may be time for technical questions, such as “how do you accomplish that”, and you had better know the answer – but first sell them on what it will look like.