First off....if you are thinking along the lines of "selling" and "sold", chances are...you are already seperating yourself from the consumer you are trying to reach!
If you just get into the mindset that you are NO DIFFERENT than the person walking through your doors (or the other way around), then they will be more than willing to percieve you the same way as well.
I believe that we get ourselves into the position of being on the "opposite side" of the customer just because we are being "paid" to help them. But in reality...it is this mindset that changes the "smallest" parts of your approach that determine the cusomer's reaction to you.
"PERSON TO PERSON....ALWAYS BEATS PERSON TO SALESPESON"
The Best Sales People Dont Sell!!