You should start every conversation, question or even dinner, with an open mind. There are few things as embarrassing, or damning, than presuming what a client needs – or what the real story is – and finding out otherwise and falling flat on your face. In my experience, there are two kinds of reporters: those who interview like a DA or a defense attorney. They either want to hear the story or they want to shape the story. The same goes for sales.

Either way, once you get a conversation going, the best thing in the world you can do is shut up. No one wants to be told what they need, especially when they don't. But they'll always tell you what it is if you listen long enough. Then they love to hear that you have it.

It's one of the first things you learn in journalism school: Just shut up and listen. That's what I hate about TV news – how much they yammer on and talk over their subjects. Every second you spend talking is another second spent not listening.

It sounds simple, but it's a lot harder than you think to know when to take no – or yes – for an answer. I spent a (long) dinner with a sales rep once who just talked all the way through her list of products. She was so focused on getting through the whole thing that she didn't notice the client trying to stop her halfway through. The rep nearly had a sale – and talked herself right by it. At least the dessert was good.

Finally, stay away from spreadsheets. Or at least numbers. I know you can't talk sales without them. But statistics, percentages and prices are no match for a good story. I don't care if you are writing it, telling it or hearing it.