Read this book: The Challenger Sell.
Most people think it's about relationship building, but the truth is that selling, at a high level, is about challenging someone. You have to dispel assumptions and create a subtle amount of tension that is relieved by your products offering.
Also, when going in to an appointment, have a plan. Have several high impact questions and have a specific and actionable "ask."
When calling on new business, initially you don't sell the product, you sell the appointment. When in a probing call or first appointment, it helps to have a process.
I use one that I've crafted over the years called the E.G.O process. It stands for Establishment, Goals, and Obstacles.
Establishment: Ask questions about their history, how they came to where they are at, their vertical and their competitors.
Goals: what fiscal goals do they have for 2015? How are they tracking against those goals? What processes have they implemented to achieve those goals and what do they foresee their 2016 goals to be?
Obstacles: what is standing in the way of them achieving those goals?
Now you've learned about their history, their industry and their competitors. You have learned what they are motivated to do and what stands in their way. Now you just position your "pen" as the solution.