When visiting a prospect for the first time, you should be open to hear what their problems are and be flexible to go where the client takes you.

But you should also have going in, even on the first visit, a theory as to what their problem is and what you can do to solve it. This approach forces you to prepare better for the meeting and sets you up to get more out of it. It also gives you and them something to react to. The firmer the idea the easier it is to react to and to get the data you need for a direct hit!

Don't become overly committed your initial theory. It is more like a Trojan horse. You use it for cover, to get you solidly in front of the prospect so you can see what the real opportunity is.

If you go in with a blank slate, it is too hard and takes too long to get anywhere. The best that can happen is another meeting.

Plan for success. If you go in with a theory, and it happens to be right, then you better know what you want to happen next to take full advantage of your good fortune.