We all have a million ways of prospecting so I am not going to bother getting into that. Instead I am just going to touch on the simple method I use to get them to buy.
Many people try to show the business owner how crappy their site looks on a mobile. I take the route of using numbers. I go after sites that have Google Analytics installed.
The message I present to business owners is something along these lines.
"I noticed you have Google Analytics installed on your web site. Have you checked your Analytics to see if mobile visitors to your site leave immediately after arriving and what percentage of your visitors are on mobiles?
The reason I ask is because many of our new clients this year where losing about 45% of their traffic and potential sales due to mobile browser issues. The cost of repair is negligible and it seems to be a huge problem. Another interesting side effect of our repair is their natural rankings often jumped up after the repair due to a lower bounce rate. You should ask your web guy to check this for you. I would be happy to have a look at no obligation if time permits."
An added benefit of using the numbers approach over something wishy washy like appearances or user experience etc.. is that I prefer to work with people that focus on the numbers. Building them a mobile site is just a foot in the door for seo, ppc, social marketing etc... and all of those are easily sold if the business owner is a numbers guy and you build a relationship with him based on such. Business owners have zero issue cutting you checks for 10k if you make them back that money and more. We are fortunate to live in a time when all of that is easily tracked.
The other reason I go with the numbers is that I don't bother selling anybody anything unless there is profit in in it for them. If they have no traffic or no issue with bounce rate then they would be wasting their money on a nice to have and I refuse to be a business provider that sells things that are nice to have. This is not because I am a nice guy it is because there is no future in being dispensable.