Put your self in the plain, unaffected spirit of a man who has simply the truth to tell, and is bent upon telling it in the plainest, homeliest way. Even if that isn’t who you normally are, channel that part of you because buyers like it.
Avoid above all things the fatal mistake of demonstrating to your prospect with a sense of fear, haste and uncertainty. Realize fully the power of the facts you have behind you, and have the full confidence of your convictions. Make each point clear and conclusive, and lead the prospect by simple steps up to absolute conviction.