It’s a catch-22 that I find myself in all of the time.  In this business, I can’t ever be better at training, coaching, evaluating, consulting, and general sales expertise than I am when actually selling.  If I am less expert at selling, I will lack credibility.  I become one of those people who, if they can’t do it, they teach it.  On the other hand, I can’t be better at selling than at providing expertise because it is often very threatening to potential clients. They fear being sold something – especially consulting services – from someone who could possibly fail to meet expectations, and my business would fail if I caused that to happen.  So what is a sales expert to do? Let’s answer that question, discuss how it applies to you, and share some questions that will help you sell more of what you have!