Rare is the organization that can look past the transaction. Often, they're so fixiated on sales and sales forecasts. The better idea here is found in the faith-based (not speaking about religion) approach to selling and relationship-building. The belief in your product or service in such a way as to having faith that it will solve a problem or create a desired breakthrough.
This is tough work and it requires a steadfast reliance on the mission. A career, a transaction-based business model or protecting market share will never do.
So the next time you look at that client or prospective client, do you see a transaction that benefits your business model? I hope not. You should see someone who has a problem you can solve and a relationship to be built. There's no substitute for the latter.