Potential customers and clients get apprehensive around sales people because they often feel pressured into purchasing a good or service they don’t really need.  The sales person assumes, with little to no questioning, exactly what the prospect desires, in effect treating him the same as everyone else.  Don’t do this.  Each prospect you meet is a unique person with unique wants and needs.  Learn these through purposeful questioning.  Get to know your prospects, and ask for the sale only if what you offer is really the best match for them.