I have a mantra in sales. Seek first to understand, and only then to be understood.
Your job as a salesperson is to get to the heart of what’s happening in your prospect’s world. What their issues are. How they feel about them. What they want instead and how they’ll feel when they achieve it.
Start by truly understanding where they are.
Which takes empathetic questioning skills. Be curious. Then help them figure out what they want instead.
Your job is to help them realise both the logical and emotional payoff of getting what they want.
At this stage more often than not they’ll ask you how you can help them achieve this.
Only now should you present your solution and pathway for getting them there.