You don’t sell; you set the stage for the buyer to discover that your product will solve a pain he is currently having or shortly will have. In other words, the buyer is already motivated, and it is your job to show him how your product will solve his pain.
The setting of the stage is done by allowing the buyer to answer questions.
“That’s interesting you selected [fill-in the blank] to consider. Why did you do that when there are so many other [fill-in the blank] to choose from?”
“From the way you answered that question it sounds like you’ve done a lot of figuring about how to solve your problem. Is this something you always do when looking to purchase?”
“How did you come up with this method of making a decision . . . ?”
By asking questions, you allow the prospect to “discover” her own reasons for purchasing. In addition, by doing this, the prospect does not see, hear, or feel you selling. The prospect sees you listening and occasionally making a suggestion. The effect on the prospect is that suddenly you are the smartest and most effective problem-solver she has ever encountered.