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The most common approach to selling IA involves introducing the basic concepts, along with explanations and examples of what deliverables are produced, and some discussion of the benefits. At that point, usually the client will comment, or ask about how these procedures can fit in to a specific project.
This is antithetical to the mantra of user-centered design, which says that the needs of the user should be understood before the design begins. How can one design a sales approach before understanding the needs of the client? The proper approach should be to figure out what the goals and needs of the client are before ever starting to try and sell Information Architecture as a possible solution.
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