The reason people engage in any Exchange of Value (i.e., they buy things) is to improve the situation they are in now.
That means that, first of all, they need to recognize and admit that they Have a Problem.
Secondly, for the client to be able to evaluate the way your Solution will solve their Problem, they must allow themselves to “have an experience” of that Solution; to allow themselves to fully imagine what their life would be like if they owned it.
If they like what they feel and if the exchange is fair, they will buy. If they don’t like it, then you don’t want them as clients.
In other words, as a salesperson, after the prospect admits having a Problem, your aim is to facilitate for them to “have an experience” of what you have to offer. For that, they need to feel safe and secure in your presence, without any pressure (any pressure from your part will automatically ignite their resistance). They need to feel Connection with you.
The most effective way to go about that is for you to be Present, Non-Attached and Playful.