During my entire career of more than a decade in software industry, consulting solutions, career services and professional training and seminar selling solutions, I dealt with more than 10,000 clients and always found few characteristics similar among them and these are the characteristics every sales rep should know about their customers to build trust and to do more business
Customers want to be feel safe and they want a solution provider where their money or their assets are safe and they will be willing to pay more if they have sense of security with you and sales rep should built trust by making them feel valued.
All the customers buy emotionally and defend logically and every sales rep should emotionally connect with the buyer by associating with them through help.
Customers are more interested in their own benefits rather than your product and solutions and as a sales rep you should listen to their problems, understand them and try to help them.
All the customers are attracted to the sales rep who share genuine interest in them or who share same interest and as a sales rep you should emotionally connect with them.