The best sales advice I've ever received.
"If you can articulate & express the customer's problem more clearly than they can themselves, they will trust that you have the solution. Doing this will make them feel understood."
Selling is nothing more than understanding who's on the other side of the table and what's going on in their world.
If you can become part of their own story and reaffirm it, you'll get more than just a sale, you'll build a real relationship.