I recently read a blog post about encouraging sales people to transition how they have their sales conversations...that is, advising them to not jump into their spiel.
Perhaps because I come more from the Marketing than the Sales side, this has been my sales approach for years and is actually how I've built my business:
At this point, they are convinced of my knowledge, trust is built and then they ASK about what I do and what I think I can do for them.
That's when I ask the question about what they're struggling with. Usually I need to reframe the question, as someone is focused on tactics, not strategy - which is the usual problem -- and I suggest a follow-up meeting to discuss.
The parallel is SEM (Search Engine Marketing) - at this point, people ASKED a question and so are open and interested in your response. Until then, it's like newspaper advertising or a TV spot - it's distracting (at best) from what I'm there to do, so there is defensiveness and resistance and judgement.
Hey - if the approach works for Google, it ought to work for Lone Armadillo, right?
Keep the focus on helping. That's the best sale - especially for a long-term relationship.