BE EQUAL

Down, up, and equal positions in sales. 

Down (needy):
"Please call me back."
"Have you read the proposal?"
"What do I need to do to win your business?"

Up (arrogant):
"We're the best."
"Here's why we're a fit."
"We can 10X your sales."
"You need us."

Equal:
"I need to know more to determine if we're a fit. Can I ask you a few specifics about X?" 
"You mentioned that your SDR team is new. Would monitoring this issue for a few months before bringing on a sales trainer make sense?"
"Not sure about you, but many of the SDRs we work with tell us they only talk to 2-4 people per 50 dials. How does that compare to what you're seeing?"

Be equal.