The best sales are when you put it on a plate, so to speak and they eat it. Learn to know your product. That makes it easier for you to sell. The prospect is mainly concerned with what the service or product can do for them. You may know a lot about your product but it does no good, unless what you know can benefit the customer. Focus on the benefits and make a mental bridge between you , the product and the buyer. Everything and everyone must connect or there's no sale. Sometimes a prospect is more interested in what you have to offer if they think they may not get it. This is where you use what we call a reverse. A reverse increases desire. It may seem strange, but emotions are the primary element in making purchase decisions. Survival instincts go into play when the prospect has the feeling of not being able to get what he or she wants. You definitely want to reach the emotions of the prospect.