You need to pass these 4 milestones to close the deal !

When you sit in front with your customer trying to sell him something, there are usually 4 milestones that you need to pass before the deal can be closed.

1. Who are you ? and who do you represent ?
   This is the ice-breaker thing that serves as an entry point to make a brief self-intro and grab the attention of the customer.  Use things which are "relevant" to your customer and do NOT over do this thing as it may fire back on you !
   
2. What are you selling ? and how is it important/necessary to your customer ?Whether it is a product, a service, a solution, a total system, ..  you need to give a high-level description of what it is, focus more on what "benefits" it gives, and more specifically, focus on the results the customer may expect from it inline with what the customer wants to achieve.
   
3. What would it take (cost, time, effort,..) to successfully own/use this thing you are selling ?Good things do NOT come for free.  This is the time to outline to your customer what it really takes to successfully own and use the thing you are trying to sell to the customer.  Make sure that you are factual and honest in your description, stress what you can offer in this regard, but never try to give false promises or expectations about this aspect
   
4. Why the customer needs to buy this thing from you specifically ? and not from anyone else?
   This is the most important thing, and it is the "make-or-break" for all your sales effort.  It is crucial to fix in the customer mind why he should buy this specifically from you and not from anyone else !  Focus on your own (personal-level) differentiators and repeat  (why not?) the product and the company differentiators as well ! 

If you are successful in the above, you may take the contract/agreement out of your brief case and pass it to your customer for his/her signature.