I think it's about helping them map out the options. So, listening to what they want and truthfully sharing your opinion on how the different options will solve their problem. If the best option for them is what you sell, it's a win-win. If it's not, all good. They will thank you if you truly helped them and gave them the best option for their problem. Obviously, this isn't possible if what you sell is never the best option. In that case, the problem exists before the conversation even happens. Either make a better product or change company