Honesty.  With everything.  Some explanations may not be pretty, they may not even be what some would deem “professional”.  But it something is sincere, heartfelt and kind, then how could it ever be wrong.  Communicating with new customers is a challenge in the lack of familiarity.  Some call it “cold”, be it calling or emailing, knocking on frigid doors, what have.  If you’re honest with your words and communication, something elevating can only transpire and talk back to you.  Especially now… be a resource, don’t sell.  Speak candidly about who you are and what you do….  With, in and ABOUT everything.  Seek to tell truth if you hope to soon or ever transact.