I think we often lose track of the fundamental dynamic between the seller and buyer.  Let me go back to my engineering and math roots for a minute and suggest some simple equations that govern the sales/buying process:

Seller – has a solution to solve a specific problem

Buyer – always looking for solutions to problems

Sale = solution matches the problem!

If the above is true, then we must always be sure to convey knowledge, understanding, confidence with our solution.  Even if you have the best solution, you may come up short because usually there will be competition – your approach will make the difference.

Remember, the buyer is looking for your guidance so be in control.

Brick