Remember that you explain your offerings¬†to customers for the purpose of securing their orders. The part of a salesman is to do and say that which will bring about this end. Do not intrude your personality on the notice of the prospect, but try to make him forget you and become absorbed in studying the offering. To do this you must forget yourself. You must interest the prospect in your articles, and what they will do for him, or he will not buy them. You must get him interested at the start, and hold and deepen that interest until you are through with him. Watch him carefully while you are talking, and avoid long pauses.