Focus on Benefits of your Services
Talk about what aspects of your business and its products or services that set you apart from the competition. In other words, why should they do business with you, vs. the other guy? Educate the customer about things they might not be aware of, that affect customers of your line of business. What do you do that avoids risky situations and methods, etc., that the other company might not do.
Sell the 'Sizzle' not the Steak
Create the dream in their mind of what their life would be like if they hired your company. What do your customers like about your company and your work, and why would they recommend your company to others? Focus on benefits, and 'what's in it for me', the customer.
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