This is a topic that I have been working on more and more.
What has worked? Asking the right questions. Knowledge of the marketplace (the internet has made this so easy to see who are their major competitors, what challenges the company is having, etc...you can even set up RSS feeds). Read and file and refresh. Choosing words carefully, as there are only 26 letters in the english alphabet, it's best to use them most effectively, sparingly, and rehearsed. And relatability: take notes on everything you discuss, pay attention to people.
This way, you know yourself, you know your customers, and you can adapt to their styles. If they aren't biting, was it their impression that it was a one time transaction, was it questions you didn't ask, was it that they couldn't see how the value could be applied? Find out, research, interview and adapt.