Sometimes the first thing a client says to me at work is (something to the effect of) "I don't really know what I'm doing, but..." Anytime I hear this, I get excited. To me, this is a concession that means "I'm talking to you because you're the expert. I will believe whatever you tell me, as long as you say it with confidence." As a result, I feel like I am in control.

The confidence that comes from this opportunity can be very empowering. Closing a sale is a lot easier when your customer has already admitted that you know more than they do.

For me, the tricky part is having this type of confidence on every interaction. I think the key is to remember that whether your (potential) customer says it or not, they are coming to you because you are the expert.