At some point, your prospect is likely to ask what you have to offer. The first suggestion for dealing with that: Don’t “launch.”
Lots of people take to heart my advice that you don’t talk about yourself until you’re asked. So when they finally get a small question, they answer it with a BIG STORY about their product or services. Big mistake! Answer briefly, and then ask your prospect if that’s what he wanted to know.
If there’s a lot more to say, before you spout off in more detail, inquire. For example:
“Actually, the structure of the project is key to how that result happens. Would you want to spend a few moments talking about that?”
That’s a question. And if your prospect says, “Yes,” talk a little about the structure. Don’t launch into a speech, just cover the subject. And then ask the prospect a question—if you can’t think of anything else, say:
“Is there more you’d like to know about that, Mary Lou?”
“What other issues come up for you, as you consider addressing the challenge of dealing with that competitive threat (or whatever Pain he’s admitted having)?”
The underlying notion here is to keep the conversation a dialogue. That means input coming from both parties, as Steven Heiman and Diane Sanchez point out in their excellent book Conceptual Selling: we should be neither arguing nor debating nor engaging in friendly persuasion; in a great sales call, you and the prospect are speaking together.