Too many salespeople believe that their goal is to persuade you to buy. This sets up an almost instant adversarial relationship: you push, the prospect resists. Even the language we use — “overcoming objections” — suggests overpowering the prospect. The best salespeople know that their job is to first find those prospects for whom your product or service is a good fit, then presenting it to them in that way. When what you do is the solution to a problem or makes life easier — when it’s a good fit — it “sells” itself. Spend more time finding the right fit, and sales will get easier.