Full-time salespeople sell all day. They can go from rookie to retiree and all they need to do is sell to be successful.

On the other hand, professional service providers study the technical aspects of their craft for years. Then they work with clients all day, all of the time, for years on end. This goes on until they find themselves up for partner, promoted to director, or off on their own. Then suddenly, they also need to develop business or they might not have any clients to work with.

Regardless of whether they want to, professionals start selling at some point because they have to. So they look to the 'sales' profession for tips on how to do it. Unfortunately, some of the tactics that salespeople use to sell are counterproductive for professionals. Why? Because when most salespeople sell, they are selling either a product or a service delivered by someone else. Professionals who sell are typically selling something far more difficult: themselves.

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