All too often I hear sales people TELLING a prospect about their product or service instead of SELLING them on why what they're offering is a perfect fit for their business. Selling doesn't come in until the presentation, during the fact-find you should be finding out as mush information as possible so when you present your idea, you're presenting a solution (in a persuasive way) that's going to solve the one, two or three issues they said they were having.