What do I mean, start where the prospect is.

Often a prospect has some prior experience with what you are selling;
Sometimes they are already deep in a buying process, but with another salesperson.

Or, it could be his misconception, incorrect perception or understanding that needs to be rectified.
And, if not rectified can lead to fatal failure-no sale.

Let’s not forget about education, past mistakes or bad decisions.

So don’t forget to be sensitive to what the prospect says, does or how he acts.
Ask questions, probe, analyze.