How can I make my customer comfortable enough to commit to the sale?
Every team knows that there is an incredible advantage to the home field. Offer to meet with customers at their home field: their business. Their comfort level increases when they are in their environment. Come in as a guest instead of a salesperson, and you will be treated as a guest. Invite the customer to bring as many people to the meeting as they want. By allowing them to outnumber you, it increases their comfort level in dealing with you.
Finally, show up with something to hand them, even if it is nominal. Some people take in a baseball cap with a regional design on it while others bring in candy.