They come to have us listen to their basic needs. At least fifty years ago psychologist Adler stated his thought that the highest human need was to feel important. Our listening helps attain this basic need. The third key element in level one listening is to be empathic. Being sympathetic is not enough.
Customers come in looking for solutions.
The salespeople they like most are those who leave them feeling like they solved their own furniture problems. That's what consultative selling should always be. That is the reason they appreciate knowledgeable, skilled salespeople. They're not looking for a salesperson to wipe away their tears or hold their hand. They're looking for empathic salespeople who can get beyond their tears with solutions that go to the heart of the problem.