Establishing rapport by connecting with them via a past similar experience or mirroring their speech patterns and using (their terminology).
People tend to like those who remind them of themselves. Once rapport, trust, and liking you has been established they're more likely to be receptive to what you're proposing. People only buy from people they like!
No one wants to do business with someone they don't trust or consider to be a jerk regardless of how good the product or service may be.
Many years ago Dale Carnegie wrote a book titled:
"How to Win Friends and Influence People" it became a bestseller.
Essentially the book is about listening to learn what the other guy wants and finding a way to give it to him. Reciprocity is human nature for most folks.
If someone comes through for you then you tend to want to repay the favor.
In sales courses they teach you to ask questions, listen to the answers, empathize with their issues or objections, and then ask them the following:
If I were able to find a solution which addresses your issues concerning "whatever it is" can you think of any other reason why we should not move forward in reaching an agreement?"
This is called a "trial close".
Once you get all of their concerns out in the open and resolve them to their satisfaction then you push forward with the close.
The best sales people practice responding to all the objections that may come up BEFORE engaging with the prospect. They have a process. They don't just "wing it" and hope for the best.