Being genuine. I learned from a manager early on that sales is as much (or more) about selling yourself as products or services. With that in mind you can't be everything to everyone, but you can be yourself to anybody. This lesson has helped me attract better business with more likeable clients who want to do business long-term with ME! Being yourself is far less tiring than trying to fit into the wrong peg hole shape and if prospects don't like you then you wouldn't have enjoyed working with them anyway.