With the web at customers' fingertips, solution providers should stop talking to customers solely about the products they sell, the services they offer and the vendors they represent, McKain said. Why? Because clients can already find that all on their websites.
Rather than giving customers information, McKain said, give them insights -- and the way to do that is through telling stories or narratives. The success story of another customer, or even an anecdote about how a certain team member or executive is changing the game, comes across much more loudly, McKain said, than simply repeating information customers can already find online.