Know what is your companies unique value proposition is. Start there but be very specific about how your product or service benefits the customer. Everything you claim has to pass the prospects "So what" test... "So what... how can you help me?". They don't care how great you or your company are. They want to know how you can positively affect their business, period. Then support the customer based on your unique value for their specific business needs. This is a good starting point.