Alan Weiss, author of numerous books regarding consulting, points out that many times, providers of professional services approach selling in an adversarial manner. It is almost as if there is a battle taking place: the provider “wins” if the buyer agrees to purchase services, therefore becoming the “loser.” Who wants to do business that way?
The marketing and sales processes are collegial. They are intended, in their correct form, for both parties to “win.” You receive tremendous value, and I receive equitable compensation. Easy as that.
But your mindset must be: “I have tremendous value to provide, and I’d be remiss if I didn’t attempt to provide it for all appropriate parties,” and not, “I need to make my quota, and I know I’m imposing on this person in an attempt to take their money.”