Then it is about you creating a picture… a positive picture of what the future could look like with your product or your service in their “needs mix”.
You are always starting from a position of discomfort or friction in the mind of this potential partner. Recognise that change, for them, is risky. This means the most critical thing you can show them is the value… or reduced risk of changing.
You do this by understanding their challenges, their environment, their superiors and their corporate expectations.