This article is great as well:
The Danger of Crocodile Sales | Both Sides of the Table
1. YOU Selling – My wise old friend & mentor, Ameet Shah, once told me after a meeting we had with clients (when I worked at Accenture), “there are two ways to run a meeting: asking or telling. You’re a persuasive guy but be careful not to always be telling people the answer. Nobody likes that. You learn much more about how other people think when you’re asking. And you get to better results.”
I try to do that as much as I can during meetings, though it's not always that easy to build rapport with certain potential customers. Clearly, "presentation mode" is way less effective than "discussion mode".