1.) Defuse the sales pressure.
You must defuse the pressure inherent in the sales process by acting like a consultant rather than a salesperson. If your marketing objective is to find clients for whom you can truly provide value, then your prospect will sense this, and tend to be more open to what you have to say. The key is to let them know early on you are someone who does business differently than many of the recruiters they may have dealt with in the past.
On the first phone call you could say something like this: