[...] Selling is all about listening. Listening is a euphemism for keeping your trap shut. When you walk into an account, what you're asking for, at the very least, is a meeting -- which better go well. Customers' satisfaction with a meeting will be directly correlated to how much they get to speak. (It is the tendency to interrupt that hinders engineers who try to sell. Even when they try to listen, engineers-turned-salesman give in to the irresistible desire to impress the client with their brainiac ability to anticipate needs through logical deduction rather than allow clients to spell out their needs for themselves.

Yaresuses a highly empathic conversational method that is much like echoing or mirroring. He merely repeats the essence of what he hears, resisting all temptation to ask leading questions. The dialogue that ensues sounds more like marital conflict counseling than a sales call. Yares often ends up moderating the bureaucratic grudges between technical engineers and their department managers.