A basic principle of selling is that if you listen long 
enough, the customer will tell you what he or she needs you to know, and you can help them make the buying decision. Jack Keeter, president of Pacific Sales & Marketing, offers the following tips in Benefits Selling:
"Listen to the goals, wants, and needs of your prospects and then design a program that helps them achieve those dreams," Keeter says. "The art of listening is essential. Be genuine, sincere and create a relationship with your prospects while turning them into clients."
Keeter suggests a three-question approach. Ask open-ended questions to build rapport and help people talk about themselves. "What do you…? How do you…?" Continue with specific, closed-ended questions that give you concrete answers.
"The last set of questions is reflective questions. ‘So what I hear you say is….’ It is very important to listen to what your prospects are saying and repeat it back to them. If you can restate what you just heard in the form of a question, they really feel like you’re in tune with them and their goals."
