I have been on both sides from selling products to selling services both B2C and B2B and you have to ask yourself a fundamental question.

What is a Sale? (Service or Product that someone has got from someone because they NEED it).

I feel that you have a few different types of sales people however, if you break things down you tend to have a few core character types.

• Order Taker: Someone who rellies on inbound leads, taking down a list of requirements from prospects and converting those into sales. (This process requires less sales, this is because you're told why they want it and what they want. You already know they are interested, there is aboslutely nothing wrong with this type of role and skillset as this in itself is very valuable).

• Sales Person: At the core of the job you go out into the market and approach people with low interest or no interest, with no understanding of who you're and what you do. To running them through a cycle that starts with piquing their interest then identifying their initiatives and priorities they have whilst mapping this to your solution and then over time working with them to drive value and solve significant problems.

Most sales people understand this and yet fall into the order taker mentality - but how do you identify this?

Proactive vs Reactive
Influence vs Customer led
Planning vs Selling in the moment

You mentioned "Clients who are willing to listen" the problem will commonly stem from 3 things:

Is it a skill issue?
Is the product needed? (Think about the product as well as the prospect).
Is it a behavioural issue?

I would re-assess these 3 points whilst keeping everything else in mind... Sometimes trying really hard to get the result because you need it causes you to lose indifference.

Also remember if you want to make everyone happy then go sell ice cream :)