Feature, Benefit, Nail Down

One of the first sales techniques I learned, many years ago, was the "feature-benefit-nail down" routine. It says don't talk about your product, talk about what your product can produce in your customer's life. Whenever persuading someone, focus on what's in it for them. Talk to them about the benefit, consequence, and significance of what your offer can do for them and they will like to do business with you.