If you're seen as someone helpful first, company representative second, then it works. That also includes recommending and advising on competitor products, if

If you're seen as someone helpful first, company representative second, then it works. That also includes recommending and advising on competitor products, if it's the right thing for the person asking the question. The real issue is too often, sales is often seen as a short-term thing - wow them, grab the money and move on to the next one. Whereas this approach is about trust and long-term relationship building (something old-school travelling salesmen used to often talk about). You might not get a sale from the person you recommended the competitor product to - but you will probably get several referrals ("these are really good people to deal with, and honest to boot - you should talk to them").