The key meeting is the place where you help your client to understand your offer better: the details of the project, the creative strategy, the plan of corporate education.
Remember, you have already created the offer, that will sell itself, it's necessary only to help to understand it. You must be a facilitator a little, a psychologist a bit, and tune yourself to help in the solution of the customer's problem.
This is a pleasant role, it gives confidence and inspires trust.
To proper analyze your customer's problem, use these tools.