Clients and prospects like feeling accepted. And how people come to feel accepted is that they feel like someone is listening to them. In studies of first dates it's been demonstrated that the person who does the most talking during the date comes away with a stronger feeling of connection. The same is true in business relationships.
Allowing a client or prospect to talk more increases their feeling of connecting with you. Notice I'm not saying, "listen more" (of course you have to listen to them talk...)... but active listening is a different skill set. To say, "let them do most of the talking" is simply about time. Give them the majority of talking time. That's it. That's all. Just be quiet more than whom you are talking with.
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