Editor's Note: In part two of this two-part article, Charles H. Green looks at the paradox of how listening without trying to sell actually creates more sales. You can read part one of this article on RainToday.com

Buyer Psychology

Ask a client what they want, and they'll tell you "expertise; credentials; someone who'll meet my needs." Ask them what their needs are, and they'll tell you.

But ask really successful salespeople (or honest clients with experience in buying), and they'll tell you how it really works. Clients only ask for credentials and expertise because they're not really sure what else to do. In truth, they'd rather get in range with expertise, and then decide based on their trust in the seller.

Clients will tell you their needs because they think they're supposed to, and because they're afraid if they don't, you'll take advantage of them. But if you can engage them in honest discussion, they'll admit their uncertainties and discuss, engage in, and evolve their views of what their needs are.

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