Tell them about them . The subject may be you, your company or your product, but the object is always the prospect. For every statement that you make to the prospect a benefit must be overtly communicated or strongly implied. If it's not, it' s most likely nothing more than a self-serving comment aimed more at inflating your or your company's reputation rather than generating and delivering a prized benefit to the prospect. It's all emotion .
Prospects have remarkable antennae.
Remember the 3 Cs . Stress the human side . Reduce the tension. They should feel that working with us will result in good karma, not constant dissonance and discord. It's that chemistry thing again.