So here are a few simple thoughts on what “we’re all in sales” really means to me.
It is also my view that selling products (and indeed information) is actually very similar to selling services. You'll be most successful if you show that you can really understand the client's needs and offer a genuine solution. Selling on the basis of product features (or how good your team's skills are, if you're in services) is the best way to lose in the long run.
You might also find my Blog article fromMay 2012 of interest, which discusses the tests that I apply to make sure that your messaging is hitting the mark.