How sell a webdesign service effectively on the phone ?

Yesterday at lunch I had a conversation with a colleague who has trouble selling his webdesign service. I asked him what he does. He explains to me that he speaks about the features of his product, use technical jargon, etc ...

Make me a favor: DON'T DO THAT. It really sucks.

Bear in mind during the whole conversation it's not about you or your product/ service.

IT'S ALL ABOUT YOUR CLIENT.

Make them talk tabout themselves, their problems, their expectations. Then speak about how your product / service will solve this problem, and what are the benefits for them.

Nothing else.