Ah, seek first to understand then to be understood.
In sales, this is key. In order to be an effective salesperson you MUST be a great listener. Listen to your prospect - and I mean listen ACTIVELY.
When you listen actively and are present you will really hear what your prospect needs. You will understand.
Once you understand you can share information on how your product or service meets the need. This is when you will be understood. You can't do sales in the reverse order.
Yet, so many salespeople think they have to be understood first. They talk way too much and it falls on deaf ears. You see it doesn't matter what you have to offer until you understand what your prospect needs.
Prospects wish to be heard and respected. When you listen first and respond to exactly what they say, you are hearing them and respecting them. Then, and only then, will they be interested in hearing what you have to say.