So, I'm here at my local Starbucks enjoying a Chai Tea doing some paperwork. At the table next to me is a guy pitching offline consulting to a prospect. I have never seen this guy here before and I'm a regular here (I live across the street). First, the consultant was using too much internet marketing jargon. The prospect ( I believe he owns an UPS Store) kept interrupting with, "What does that mean?" and "How does that help me?" The owner does have some knowledge of stuff like Google Places and vertical directories. He's no dummy, but it was painful to hear, so I turned up the volume on my mp3. After about 45 minutes, I started to listen in again. Apparently, their parents are from the same small town. They made a connection and I think the owner really understood the importance of internet marketing. The owner gave a buying signal (How much to get started?), but the consultant started rambling about Twitter and Facebook. Another buying signal. More rambling. Yikes! I turned the volume up again. Later, I look up the prospect has his checkbook and is writing a check! Amazing! The lessons in all this: --Don't speak in internet marketing jargon. Don't talk details. Focus on how what you offer can put money into the owner's bank account. --The prospect should do most of the talking. You should do more listening. Real listening. Not thinking about what you are going to say next. --If the prospect says, "How much to get started?" go for the close. Quote your rate and shut up. --Even if your sh*t is raggedy, you can still make a sale. --Depending on where you live, what you wear may not matter. This consultant had on a plaid shirt, old jeans and sneakers with white socks --Just do it!