"Selling used to be about closing. But it isn't anymore. It used to be about handling objections or about preventing objections from coming it. Selling isn't about being confrontational."
His point is that selling is about influence, trust, respect, rapport — those kinds of positive attributes. Why? It's because we have all been jaded by all the advertising and hard selling that has come at us over the years.
Greg's 12 minute podcast (at his blog: Business Performance Coaching) offers, in a pleasantly relaxed tone, some terrific advice about selling and what skills/approaches work and, conversely, what selling is NOT. He also talks about "buyers' rules."
His advice is relevant to professional service providers. Enjoy a nice listen...