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Instead of talking about all the great things you and your product can do, you should be talking about what the client needs. What problem does the client want you to solve?
This much we understand. But we have yet to take that to the next stage. We have yet to realize that "selling" is actually letting yourself be sold on the idea of doing something for the would-be client. Selling is actually buying. Make it easy for the client to talk to you and to tell you what his situation and concerns are. Perhaps he wants a report translated; or perhaps he actually wants you to create an original report better geared to the target audience. Perhaps she wants a great hamburger; or perhaps she wants ambience. What kind of a plane does that airline company really need?
Companies have customer interface departments that are supposed to be listening to customers. But they are only listening to customers you already have. What about the people who are buying the competition's product? Why not give them a chance to sell you on the idea of serving them too? This is the most important thing your sales staff should be doing: listening.
Listen to your customers, real and potential. And then decide which of these situations is worth buying into. They want products and services. Can they sell you on the idea of providing them? What would it take to interest you? (The money aspect is your price. But there are also non-money aspects, including the ability to feel good about what you are doing.)
Rather than thinking of this as selling, think of it as buying. Is this a problem you want to buy? Is this something you want to spend time and effort on? Can the customer make it worth doing? Let the customer sell you.