How good would you say you are at listening to your prospect? Most salespeople we talk to rate themselves pretty highly in this area. Yet most, sad to say, fail the Tooth Fairy Test. Let’s suppose a six-year old child came to you beaming, with a new silver dollar in hand, and said, “Look what the Tooth Fairy left me last night!” And let’s suppose that, when you saw that child smile, you noticed there was a brand-new gap where a tooth used to be. What would you say? If you’re like most of the parents we talk to, the odds are that you wouldn’t say this: “Oh, honey, that wasn’t the Tooth Fairy. There’s no such thing as a Tooth Fairy.