By asking early on, after you've toured the property, if you can ask them some questions, you take control of the meeting as a problem-solving consultant. Find out their needs and concerns, as well as any positive or negative property-specific information.
If you've arrived with a CMA with a range for list price, you can then probably refine it on the spot to get to a recommendation with which you'll be comfortable. Again, until you have all the information, you need to withhold discussion of the listing price. If the sellers are pressing for it, you need to keep stressing that you don't want to provide a hurried or inaccurate number. You can tell them that you came into the meeting with a range, and that after getting all the information, you should be able to get to a number in this meeting.
Remember, you've tried to position yourself as a consultant from the first phone call. Don't fold now and revert to a sales person. They'll appreciate your approach and professionalism, and you'll probably get the listing.
