When trying to identify your key messages you must look to the future, not rest on the laurels of your past. Prospective clients will give little weight to your history together. What they are looking for is your ideas and plans for the future. Precisely how are you going to help them meet the challenges that lay ahead? What is your perception of where their market is going and what are you going to deliver that will help them position themselves to be at the sharp end of the business? How is your specific product or service going to make a difference?
Unless you structure your pitch to look forward with the client’s needs front and centre - and identify your clear differential, you are not going to win. To have any chance of success you must identify your key message up front, (one that’s going to benefit the client) then justify why your particular organization is best positioned to deliver on that. Then your need to provide some strong evidence to support that.
Meaningless waffle about you, your own business and the wonderful times, the corporate golf days, concert tickets ect, that you and the client had previously enjoyed together just won’t cut it. Leave that approach to your competitors (they will lose).