Focusing on the form of the ultimate product is wrong. When meeting with a prospect for the first time, distinguish yourself by asking questions and listening. Don't be afraid to ask what might be a dumb question. You need to know basic things about the system that is in place. The only way to find out is to ask.
Nobody knows everything.
Through questioning you are positioning yourself. You are demonstrating the breadth of service you provide and the thought and expertise that contribute to the results you get for your clients. Questioning and listening help you with something else. You get an idea of what it's like to work with that particular organization. If it's a near miss, you may decide you can work with each other.