As sales professionals, we must accept that the service or product we are selling to prospective customers is likely not among their immediate concerns or even on their radar. You might be thinking that the right way forward is to convince prospects that they should be focused on what you are selling, but this path would be a mistake.
Instead, you need to understand where each prospect is coming from, where each now stands, and how each sees his or her needs and overall business. To gain this understanding, you need to develop questions, not about your product or service, but about the particular prospect. Only when you’ve narrowed down the prospect’s issues and goals are you in a position 1) to show how he or she can benefit from what you have to offer or 2) to explain why your product or service would not be of benefit.
Either way, having and showing this understanding helps you build trust.