I have always worked in the healthcare industry (not much selling there..LOL), and I am in my first sales career. I am needing to meet as many people as possible, to attempt to obtain my client portfolio. The services I provide are what everyone needs, but it is a sensitive topic that everyone likes to keep their "head in the sand" over. How do I approach potential clients in a way that keeps their "sales shield" down?

*Experienced Sales Professional's responses only, please. Thanks!
Additional Details
What we do is we help our clients accumulate assets in a tax efficient manner, but we always pay attention to risk management from a financial perspective.
Our products/services range anywhere from 401k rollovers to LTC products, including life insurance. Our problem is everyone seems to have that "Oh, you're an insurance salesman, no thank you". If people would give us the opportunity to show them what all we can really do for them, they would never turn down an appointment unless they were morons. Our problem is finding the people that give us the first chance to inform them of how we can help. They see it as sales, we see it as service. By the way, thanks for those of you have answered my question so far; I appreciate the advice.