That's right. Get them to stop selling from their own narrow and selfish perspective and concentrate instead on doing things that are in the best interests of their customers and clients.

It's a radical step. It requires a degree of boldness and it probably isn't for everyone. Only for those true professionals who've worked out that there is no future in the ‘traditional' approach to selling. Because in time, everything that can be commoditised will be. And commodities are best bought over the web. I've even bought executive coaching as a commodity on EBay!!

Traditional sales techniques actually encourage commoditization. The reason is simple. Most of us just hate being confronted by some pushy, oily, two-faced sales type whose only interest in us is measured by how much money he reckons he can extract from our wallets. Who turns up in some flashy car, pesters our staff and wastes our time. So we find an alternative that excludes the sales person. Isn't it sad that in a world where communication has never been easier and quicker, we manage to build truly beneficial working relationships with fewer and fewer customers and suppliers?

The responsibility for changing this sits with us sales professionals. And like all revolutions it starts when individuals dare to do things differently.

So here are some suggestions which may help our brave body of sales professionals as they step out into the unknown.

First, we aren't alone - lots of people already have their client's best interests at heart. All the really successful sales professionals I've had the privilege to work with for example. As do many, but by no means all, accountants, lawyers and other professionals. And some management consultants! Even a few IT sales people. You can also find them working in enlightened customer service departments.

Second, there's a set of skills you can work up. Actually it's a set of behaviours rather than skills. This does make it more difficult because you can't go on a training course to learn them. But it also means that there are as many routes to success as there are sales professionals. Each of us can eventually find our unique route based on who we are, on our values, background and enthusiasms.

Third, read, digest and learn. Watch others. Discuss and share experiences with others. Explore how you feel when you next have to deal with a typical sales person. And remember that feeling when you meet your next client. Is what you are about to do or say going to create the self-same feeling in her mind?

Then stop and do something different. Like asking her for her views about you, your product, service, firm, competitors, the market. And then really listen. Listen so hard that it hurts. Ask questions only to get more information. And accept everything she says with grace and humility.

Good luck. I'd love to hear how you get on. Us pioneers could do with the opportunity to share and offer support to each other.

Are you a sales professional? Do you want to reach the very highest standards of performance and capability? I do. I help sales professionals and their leaders reach for the top. And get there. I coach sales professionals to become trusted advisors to their clients.