Speaking their language
When making a call on a new prospect, have examples of other successful programs ready to describe briefly.
Source: Brandeis C. Hall, RAB
The purpose of this is two-fold. It tells the prospect you have experience executing successful programs and it tells the prospect you understand something about his/her business.
Because when you describe a successful program, you are using language they know. That says volumes about you. So make sure you understand the customer's business language and use case studies that are relevant to the prospect.