Through the years, I’ve found two absolutely golden fundamentals about sales and selling for just about anybody:
First, sell only what you believe in.
Second, it’s all about listening. It’s like one percent talking and 99 percent listening. Listen very carefully to the other person and be sure you understand what they want and need. Keep your mind open. Don’t be sitting waiting for them to shut up so you can get your lines in. Determine whether what you’re selling can help. 
Third, If what you’re selling can’t solve the problem, recognize that. Don’t kid yourself. Say so. That will enhance your credibility, so that maybe you’ll get another chance later. And you have nothing to lose, because selling something that isn’t in the buyer’s interest is just a future business problem waiting to happen.
Tim Berry is the founder and chairman of Palo Alto Software and Bplans.com. Follow him on Twitter @Timberry.
