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I don't think you're weird, just overthinking. Even if it feels like you've developed a friendship with this prospect, they should still be very much aware of the real dynamic that exists between you two: you have a product to sell, they might have interest in buying it. The fact you appear to have hit it off should work in your favor and give you more confidence to pitch to them, not less. Next time you connect and the chit chat starts to fizzle, steer the convo back toward the product and next steps. They expect it and won't think you're taking advantage of a friendship or anything silly like that. I'm sure you're the nicest person in the world and a great conversationalist, but if they weren't the least bit interested in buying, I promise they would not have continued engaging with you for so long.
So this is a you thing. If youre selling to need alot of this discomfort vanishes. This also increases the customer comfort level. Youre in sales--youre not smuggling drugs or trafficking minors--embrace your role, and the enormous value you can bring your customer by understanding their need and their process.
Eventually, you have to get back to the business at hand. It does feel weird when you have to bring it up again, but that’s just kind of a part of the process.