Remember Dale Carnegie: "arouse in the other person an eager want." Here's one small thing that is a huge benefit from one user's perspective: We sell Konicas and Ricohs. We currently have a C450 and a 3224C on our network inhouse, and I use both in my marketing work. I prefer using the Ricohs for their ease of use when color is not critical. The Ricoh RPCS print driver is a dream! Put that puppy on your laptop and get your prospect's hand on the mouse to try it, and they will want it immediately. I really love how easily I can print a booklet without worrying about imposition during the document set-up.
Also worth noting: studies are showing that with solutions, clients generally go with the company that was the first to bring it to their attention. Even if they don't need it now, they may need it down the road - and you may have created a nagging thought that they actually do need it. Get in there first and establish yourself as the expert, and then your competition plays catch-up to you -- while you merrily keep ahead of them with new knowledge and solutions to your client's problems. We have won hardware deals because the client went back to the competition and demanded their response to our software solutions - and the competition came off really clumsy ("oh, yeah, we can do that, too" - sure, that answer will inspire confidence in anyone NOT).