Not all sales are made equal...
There are four types of audiences in regard to sales.
1. Those who do not need your product.
2. Those who need your product, but are not aware that they need it.
3. Those who need your product, but have a current supplier.
4. Those who need your product and don't have current suppliers.
Each of these types requires a different approach.
The first type - those who don't need your product - there's nothing you can do to make them buy. Or, should I say - nothing honest and honorable. The only way they'll buy from you is if you cheat them into it. That will be a very short-lived win. They'll despise you and your company forever, and they'll be your staunchest anti-ambassadors.
One of the ugliest things salespeople do is think that "anyone is a mark" and every tactic is justified if it results in a sale.
As an example - I don't need duct cleaning services. I live in a building, that part of the maintenance is taken care of by the building management. There's nothing the salesperson can say to make me buy it. However, when I tell them "I live in a building", instead of moving on, they still try to waste my time and theirs by pushing a sale (unsuccessfully, because I just hang up at that point).
The second type of audience is the uninformed one. You know that they need what you are offering, that it can help their business, save them money, make them money, prevent difficulties, make their life easier... But they are not aware of it. You can't simply sell them the benefits and features of your product. It's a much slower process. First, you need to inform them of the issue that they are not aware of. Then, you need to inform them of the benefits of solving that issue. Only then can you offer them the solution - your product. It's beneficial to take the slow dance here, because, by the time you are discussing the purchase of your product, they see you as an expert on this matter and trust your word. This is how you build long-term relationships and these clients can become your most loyal brand ambassadors.
The third type of audience is the most problematic one. They already have a solution for the problem you are solving. Even if they are unhappy with their current provider, it won't be an easy sell for you. The fact that they are unhappy, makes them wary and suspicious of people selling them a solution. Remember, someone already promised them the solution to their problems and didn't deliver - why would you be any different?
This audience doesn't appreciate schmoozing and sweet talk. They want facts and numbers. They want proof. They want to know that "If A, then B" will happen. We all know that this is rarely the case in any business, so making that promise is complicated. The best approach with this audience is a strong referral from your existing clients. Always have at least a few contacts you can share at any time without a shred of a doubt about what they'll say about you, your company, and your product.
The fourth type is the "ideal" customer. They need your product and they are ready to buy. Easy, right? No, not really. In fact, it's very easy to mess up this relationship very quickly, or at the very least, not to benefit from it properly.
Don't sell them what they want, make sure you sell them what they actually need - even if it costs less. Make sure that they are well informed about the issue and about the product. Make sure that you build a relationship with them, and follow up with them regularly. Otherwise, this type of client rarely becomes your brand ambassador. They needed something, they bought it, no life-altering experiences here, no surprise, nothing that opened their mind to the possibilities/dangers, etc... They have no particular reason to bring you up in a conversation. Give them that reason.
Understanding your client and working in their best interest is the only right approach in sales.