[muzani]

Let's say you're selling a CRM. There's lots of CRMs out there and yours might not even be the best.

But out there, someone is hacking together a CRM on Excel and it's just not good enough. Someone out there is afraid of doing sales because they'll worry they'll drop someone or double schedule a meeting. Someone out there is struggling to pay their staff and can't raise wages because they can't make enough sales. They've got a good development team, but just have trouble taking their product to market.

If you don't sell to them, they might never know how you could help. Or they might go to one of the many inferior CRMs. I worked with a CRM company once and we used to run experiments on production, code had no tests and was highly unstable. Some bought it to "support local businesses" and later on lost trust for all "local businesses". So even if you're not selling the best product on the market, it's unlikely you're selling the worst.

Don't rely on charisma. Don't charm them. Some people hate those kinds of salespersons. A shy salesperson can build trust.

All you have to do is try to help them solve their problems. You're not trying to convince people of anything. You're just explaining your product to the people who already want to buy it.