It Is All About the Buyer
As a sales professional it is important to understand that the sales event is "all about the buyer."
I have seen many sales reps preparing for a sales meeting and in their preparation spend the majority of time trying to figure out how they can "take advantage" of the situation in a meeting with the potential buyer. This is the exact opposite approach to what they should be taking.
From the very opening of the meeting (introduction and presentation of agenda), it should be clear to the buyer that the meeting is "all about them" as the buyer. (Refer to prior sales blogs on the sales meeting agenda)
Yes, as the seller, I am attempting to gather information that will help me in the sales process, but I want to approach the meeting with the thought process that this sales call is the buyer's sales call, not mine.
If you will approach your buyers in this fashion, you will be amazed at how they react to you . . . you will have found an additional way to differentiate yourself - which again is a goal in any sales event.