By opening a meeting with asking the prospect what they want to accomplish or how will they define success for this meeting, totally changes the discussion. The sales rep immediately begins with what is important to the prospect or client, truly being customer aligned. And when the prospect tells the rep what is important to them, the rep then can engage in what is important and not give information or ask questions that are irrelevant to the prospect.
Focus on the customer and they will feel valued and they will see you as different that most sales people.

The first step in adding value is to find out what the customer sees as valuable; so ask them.