Recently, we’ve been reading and learning from Mark Goulston’s book, “Just Listen”.

Goulston points out the challenge we all face
when selling personal services, or as Daniel Pink says in
his recent book, “To Sell is Human”, when trying to get people to “move”: 

People have their own needs,
desires, and agendas. They have secrets they’re hiding from you. And they’re
stressed, busy, and often feeling like they’re in over their heads. To cope
with their stress and insecurity, they throw up mental barricades that make it
difficult to reach them even if they share your goals, and, if they’re hostile,
almost impossible.
Approach these people armed solely
with reason and facts, or resort to arguing or encouraging or pleading, and you
might expect to get through—but you won’t. Instead, you’ll get smacked down,
and you’ll never have a clue why.
To take people from the beginning
to the end of the Persuasion Cycle, you need to speak with them in a manner
that moves them: From resisting to listening. 
From listening to considering.  From
considering to willing to do.   From willing to do to doing.  From doing to glad they did and continuing to
Instead of using reason and facts,
try connecting with people on an emotional level.  Make them “feel felt”.
Here’s all you need to do. 

1. Attach an emotion to what you think
the other person is feeling, such as “frustrated,” “angry,” or “afraid.” 
2. Say, “I’m trying to get a sense of
what you’re feeling and I think it’s ————— . . .” and fill in an emotion. “Is
that correct? If it’s not, then what are you feeling?” Wait for the person to
agree or correct you.
3. Then say, “How frustrated (angry,
upset, etc.) are you?” Give the person time to respond. Be prepared, at least
initially, for a torrent of emotions—especially if the person you’re talking
with is holding years of pent-up frustration, anger, or fear inside. This is
not the time to fight back, or air your own grievances. 
4. Next, say, “And the reason you’re
so frustrated (angry, upset, etc.) is because. . . ?” Again, let the person
5. Then say, “Tell me—what needs to
happen for that feeling to feel better?” 
6. Next, say, “What part can I play in
making that happen? What part can you play in making that happen?”