If you’re talking on the phone with a potential client and they begin to think “so what,” you've lost potential business. Michael Stone writes for Markup & Profit on how businesses often fail the “so what” test with potential new clients if they spend the duration of their sales call talking about themselves. While important, a client doesn’t care to have a laundry list of all of your business's accomplishments. They care about whether or not you can complete the job at a fair price and on time. In order to get them to know you are the right person for the job, ask your potential client questions.
Asking your client questions about their vision and the ideas you can bring to the table will steer your potential client away from the dreaded “so what” question that could ultimately cost you.