Answer the 'why'
"Why should I stop what I am doing to listen to you? Why is your product or service better than the competition? Why do I need your product or service? Why should I believe you?"
Source: Sales trainer Erica Stritch
In all of your communications and conversations, a series of "why questions" are circling around your prospects' minds. Don't wait for your prospect to ask these questions (in many instances they won't). Instead, be proactive and answer these questions head-on.