Sell like you don't need the business

This saying has stuck in my head ever since the first time I heard it.

Here's my interpretation: When under pressure to sell we are vulnerable to the pressure as much as the need to make the sale. Pressure can push you to take shortcuts, not listen for key cues that will help you in the process, and say and do things that cause you to appear desperate. Pressure can lead to closing a sale with a prospect that will make your life miserable.

Imagine saying this to a prospect: "I would love to earn your business...but if we can't find mutual benefit to work together it is more important that I move on." Is there any question of who is in control of this process?

It's not easy to "sell" this belief if you have been hired by Acme Financial and have a quota of 30 IRA accounts to open in the next 30 days. The need for a sales process is crucial to having this mindset.