The best way to make a sale to a potential customer is to listen. Hear what they have to say. Hear what they want and what they need. People LOVE to talk about themselves to let them talk, listen to what they say and they will usually tell you EXACTLY how to sell them.
The alternative is to tell them what you think they need, what you think they want and how much more you know about them then they do. See how successful (or unsuccessful) that way works.
Listen to what people have to say, you might be surprised how easy it is to make the sale when they tell you what they want
Have a great day!