Working in the complex equipment field, it is all about a consultative approach whereby the "sales pitch" is an evolving conversation with the client. Open ended questions are asked to identify the realistic needs and concerns for the client. More time is spent listening to the client's answers and understanding their real needs or pain points. The conversation then migrates to a discussion around possible solutions that can be provided to minimize or eliminate the discovered issues. Consult - Evolve - Adjust - Problem Solve