It's critical to understand how your service offerings can impact your potential clients. You need to speak to your client and understand what's in it for them. That's what people care about. They may know they need your services, but maybe they don't understand how much. Maybe it's not a hardcore need, but once they understand the business value, it becomes a need. 

Here is the transcript and video: https://defythestatusquo.com/2019/08/21/knowing-your-offerings-business-value/