In order to be successful selling value, you need to sincerely understand your client's emotional state. This requires practice and focus; it can't be faked. Active listening means you are totally tuned in, looking for every clue. Understanding nonverbal communication is essential.
You don't have to be Dr. Cal Lightman on Lie to Me, but you do need to understand the basics. Is eye contact maintained? Is the client or prospect leaning in or away? Is he or she touching their face when they answer your questions?
YouTube has some excellent videos that cover the basics. So, improve your active listening skills and see your results improve.
Julian Treasure: 5 ways to listen better
Everybody Loves Raymond uses active listening