You've got to have empathy, you've got to be able to identify with your customer's situation and what their priorities are. Also I think it's really important to be likable. People tend to buy from people they like and companies that they like. Also being trustworthy. When you've got a customer who's asking you questions, be knowledgeable. Come across as somebody that they can trust, who's working for an organization that they can trust to take care of them when need arises.