Be direct. Ask your prospects what concerns keep them up or what’s most important to their businesses right now. Most customers appreciate questions that get to the heart of the matter and give them the opportunity to discuss important issues.

Build rapport. Connect on a personal level that will allow the customer to relate to you. Be yourself, and your customers will likely feel comfortable enough to open up and reveal valuable hot buttons they haven’t shared with anyone else.

Follow up in writing. Send prospects letters or e-mail that highlight their major concerns, such as the three things they said were most important to them when making decisions about your product or service. This kind of follow-up can make a huge difference, especially if you’re dealing with a long sales cycle or a high-ticket item where it’s crucial to understand all the details.