When he was meeting an important prospective client, Martin could discuss whether it would be in Martin's best interest to do business with Lenny's company. But he knew that you only had one chance at a good first impression. So he put on his best suit, shave and practice what he would talk about beforehand. He took the time to study Martin's history in the industry, and noticed that Martin valued honesty over anything else before the meeting, when he took the time to get relaxed, having a cup of coffee and going over his notes in his office. When he finally met Martin, he opened with a confident handshake and introduction, Martin ended up choosing to do business with Lenny's company