Start sales conversations by highlighting opportunities, not problems. This opens prospects up to honest dialogue. Build trust by listening carefully, showing you have their interests at heart, and avoiding the hard sell.
I always suggest that you start with opportunities because it softens them up to be honest with you when you get to challenges. And if you've noticed, this is so much further down the conversation. At this point, you have started to develop this relationship. They're starting to get comfortable with you. They have found that all you're doing is listening. You're not trying to sell them. You haven't interrupted them. And now they really believe that you do have their best interest at heart, or they're getting the feel that that is the case.
