Plan your work and work your plan” we used to say in my first Silicon Valley sales job. Identify the steps you need to take to get where you are going. Without a map who knows where you’ll end up! Certainly not where you intended to be.
Customers expect salespeople to stimulate the sales process, to ask the right questions and finally to ask for their business. When this initiative or confidence is lacking, no matter how much they like you personally, they aren‘t going to respect or value you as a business partner.