Every interaction you have with a potential client is critical if you want to establish a good relationship and eventually get the account. I firmly believe that you should value your input and expertise and charge for it adequately (I have blogged about it here.) However, I also believe that with each exchange with a promising new account you should find a way to add value in a way that cements in the other person’s mind the need for your services. Here’ s how I do it. I listen to their story. No matter what field of work you are in, people do business with other people and not just faceless entities. In order to be able to offer help, you need to know what’s important to the person you’re talking to, not only what’s needed in his or her business. These are often two different things. Sometimes you have…