Many marketing materials lead with “This is who we are and all we can do; you should hire us.”  Prospects don’t necessarily understand what you’re offering or if they need it.  My friends/clients Susan Toussaint and Frank Pennachio with Oceanus Partners (formerly The WorkComp Advisory Group) teach the art of consultative sales, using a methodical process to help prospects “self discover” their needs and prioritize their goals.  Instead of dumping your product sheets on the table, ask about your prospects needs and what they’ve done before, what worked and what hasn’t – then analyze the information and come back with recommendations.  It’s not that the concept of “listening” is new; it’s just not done very often.