Engage into a conversation instead of questioning before the sales pitch

Have you ever listened to your leads, prospects or customers?
Really listened?
Just the answers to your questions?
Or engaged into a real conversation?

Many sales people assume things or the problem to solve based on:
- Their first impressions of company
- Their first impression of the people
- Received or perceived verbal indications
- Partly or briefly answered questions not covering the complete story.
Then they start to pitch: as if the main goal is presenting the sales pitch.

Conversation instead of questioning

Maybe just asking open ended questions and listening is not enough as only during a conversation the full picture of the situation or problems to solve will emerge.
During a conversation people will always tell more than what they wanted or were allowed to tell.

If they only answer your questions briefly, you will never know if you are addressing the real problem with your solution. There is no conversation.

Still the main problem is how to engage the lead, prospect or customer into a real conversation?
- This can take time in order to build trust.
- This can require finding the right attitude.
- This can require finding the appropriate subject.
- This can require winning their sympathy
The person you are talking to should open up and get engaged in a conversation.

Posing open ended questions can help, but you both need to break the ice in order for him to tell more than the answers to the questions.
Asking questions is just like fishing for clues.
The reason, origin of the problem or the problem itself can be beyond your imagination: thus beyond your questions.

How long or how many questions does it take before you start to pitch?
How do you break the ice and engage your prospect into a conversation?