Listen More than you talk

This is a pretty self evident one, but it took me a long time to figure out, until a co-worker said it like this, "While you're talking, they're not listening. They're thinking up the next reason they shouldn't buy"

So make sure you keep it short and sweet. Remember the old saying, "Talk Long, Talk Wrong." Make sure you get them to open up to you. If you do this, they will tell you how to sell them.