Make them feel comfortable
People never say what they really mean...at first. Most individuals learn from a very early age that saying what is really on their minds can have negative consequences.
Source: Sales trainer/speaker Jeff Thull
As a result, they are cautious to express their real feelings until they feel "safe enough" with another person. The professional salesperson "peels the onion" to allow the customer a feeling of safety, which allows for the free expression of thoughts, opinions and feelings.