While you trace the path of Sales and Marketing, for the first few months/years you are busy with things like Branding, creating a strategic network, start calling people to explain your offerings, feel good once they give you time blah, blah but then suddenly a time comes when something hits you and you start feeling "Why would someone buy this service from me" and even if somebody does "Why would the next person buy that". This happens for good because now you are not just thinking of Transactional S&M :) but you are putting your creativity to analyze what makes a customer buy a service and how can I be that seller.
Different things can influence this , you could be the first one to sense the unmet needs of the market and create an offering around it, you may be the only one in that space ( very unlikely but can happen) , you could have the best cost of offering or simply you may have a selling team which can influence any buyer.
The crux is to understand what ticks the customer and is my offering good enough to keep a lot of customer ticking for a long period if not better get back to the drawing board to re plan
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