Despite what hundreds of books may tell you, selling isn’t about persuading somebody to do something you want them to do.  It’s all about fit.  Does the product or service you sell offer a good fit for what they need?  Are you solving a problem, or making life easier or more enjoyable?  Is that what they’re looking for?  This is especially true in B2B selling.  Is your company and what you provide a good fit for the prospect?  Are they a good fit for you?  If you focus on this discovery process in a deliberate way, the sale will take care of itself.  And here’s an added bonus.  You’ll end up with fewer bad customers or clients.