In this episode, Bill and James talk through how to do the right homework on your prospects before you contact them.  Then, it's all about how you position the conversation that they want to have.  This is key.  You want to find out if they share the same point of view as you do, on their business and market.  This will help you have a highly effective and rich conversation about what your buyer wants, their ideas, and curiosity about how you can help.