The 3 "secrets" that many buyers keep: What they need, why they need it and when (how) they will buy.
Recognize that "what they need" and "why they need it" are elements of the Archimedes Leverage Formula and are powerful markers in the sales process. Alone, they may not tip the scale to closing a successful sale, but combined, they generate a "white heat" of desire for the prospective client to take action.
The Three Rs: Relaxing
To get people to express what they want you must begin the process of Relaxing, Relating, and Releasing. Relaxing puts you and the client at ease. They know you are there to "sell" them, so the classic "divide and conquer" positions and authoritative postures may not be necessary. In the opening, selling should be secondary...relaxing is primary.
The Three Rs: Relating
Relating is facilitated in an atmosphere of Relaxation. Dialogue becomes a two way street...natural, un-choreographed. It exposes mutual interest and intrinsic affinities. In the era of social media, the "Six Degrees of Kevin Bacon" is actually more like 3 degrees. We are closer than we have ever been and it is easier to establish the "ties that bind." When done masterfully, the prospective client doesn't have to "divulge" the deep dark secrets of need but will express them in an open dialogue of sharing.
The Three Rs: Releasing
In this interplay, there will be a logical time to Release your solutions. While there will still be objections (clarifications of specific needs) to address, at this stage of the process, they will gladly receive what you are offering (sharing, to continue the metaphor!).