Sell the problem before you sell the solution.
Once you have established the main challenge your prospect is facing ask how they intend to solve it. Perhaps they plan to hire more staff, buy new software, outsource the issue, make more cold calls or increase their SEO spend.
Working this through with them will allow you to see where their head is and how your solution potentially fits into that.
Crucially it gives you the credibility that you are not just trying to sell your product, but want to explore all options available to them. Quite simply, it demonstrates you care.