Usually, the person you're trying to sell to, whether consciously or not, will perceive you as inferior because "He needs my money and it's in his interest to sell to me."
If you play it right, they won't see the sale as a sale anymore, but as a win-win. Later on, they'll see it as a win for themselves.
What I've learned as a B2B sales agent: Businesses care about profit.
If your product means more money for them, they will buy it, as long as you don't present yourself as a sales agent but as a customer.
Present the situation and sell the solution, not the product.
Be empathetic and human, not professional and boring. It's better to crack a joke wearing a t-shirt than to be in a shirt and stiff.
That's the big mistake many make, removing the human part thinking people won't trust them if they're too human.
@shaneparrish The energy you give is the energy you get. When you give criticism, you get criticism. But many don't see the difference between trying to correct, imposing, and criticizing.