I work in B2B marketing and sales and the problem I see with a lot of Sales Reps or marketing consultants is that they put another persona when they go out to make sales. I think this is pretty amateurish. If we are talking about developing long-term relationships and helping our clients – we should be ourselves. It shouldn’t be a sales pitch it should be a conversation of how we and our clients help each other. I am not talking about drinking beer with clients, but rather just be who you are in your regular life – that way you can actually built the creditability and long term relationship. So next time you talk with the client don’t tell them about your feature and benefits, talk to them and be youself!