My husband and I hobbled on over to a used car lot recently. The reason for our less than enthusiastic attitude was our fear of encountering the dreaded stereotypical used car salesman. The man with a big persona (a.k.a. desperate man who talks too much).

You know the guy. The one who hunts you down and seems to pick up your scent even before he sees you. A swarm of salesman suddenly encircles you all in business suits, all waiting until fatigue and desperation gives way to a sale.

Okay it might not be THAT bad! But if used car salesman can smell fresh new meat a mile away, then I can tell desperation from afar as well. When a guy comes running towards me asking to show me his car without even knowing what I’m looking for, I run the other way. Desperation is not attractive when dating or when selling.

I felt sorry for the guy. He may have had the car of my dreams and I would never know it because his desperation to sell me anything made them all lackluster. Instead of giving us time to look at all his cars, he hovered over us. In the end, we really couldn’t get away fast enough.

It’s the same thing when selling your business. You may need the sale, but don’t let this on to your potential clients.

Some writers query publications mentioning how much they need this article or book proposal. That may be true but it won’t get you the deal of your dreams. In fact, it may have the opposite effect.

Think of this way. Would you rather date someone who was self-assured and confident or the other guy who calls, texts and emails you five times a day telling you how much they want to go out with you? It’s the same for your business. If you have something great to sell, let it sell itself.

The bottom line: Companies care about what you can do for them, not what they can do for you. Figure out what unique experience/skill you can bring to the table to help solve their greatest problem and you’ll win the sale.