to trust you before they will accept what you are saying. listening builds trust.
in order to listen well you will need to get comfortable with the silent spots in a conversation. when someone stops talking you will need to develop the discipline to keep quiet and be patient long enough for them to start speaking. i once had a boss who was a master at this. it is unbelievable what you would wind up telling him just because he went silent. people will open up to you if you create the conditions for that to happen. when you learn from them what they are most interested in or concerned about 