Part of winning clients and projects is building trust. And that includes demonstrating that you understand their concerns and priorities. Show you appreciate the world they live in, the pressures they experience, the goals and achievements that inspire them, the obstacles that can make their work a challenge.
You should know where their business or institutional mandate is taking them, what are the trends that are shaping how they function and the facilities they need.
And when it comes to a particular project: What are their concerns when it comes to function, budget, image, management, schedule, and maintenance. And who makes the decisions when it comes to facilities.
Then communicate that knowledge in a way that makes them felt heard, understood and supported.