A rather universal truth these days is that, no matter the industry or area of the marketplaces that exist, everyone sells but nobody wants to be sold. It's getting to real needs in real situations that meet actual client requirements that gets people to listen.
That's whey we invest as much time as is needed to understand client needs up front. It has led to better proposals, stronger business, meeting and/or exceeding client needs, and repeat business. It's the right way to do things, and part of how we continue to do the job right the first time.