You want to become a trusted resource for people. They know when you are trying to sell them something. Do you just want their money or are you genuinely interested in them?
You can communicate your trustworthiness by listening, reflecting back at their level what you’ve heard them say, sharing your expertise in a helpful way, being genuinely interested in their success even if they do not become a customer, and follow through with promises made. Is there something of value they need that you could offer for free? If so, follow up on it. For instance, send a timely article that would help them ….send a business contact their way.
This way you are a trusted resource not a salesperson.