1-      When the lights go on, you have to be you no matter what

2-      You have to come across in a professional manner

3-      You should establish rapport and common ground as you try to mirror your prospect while you identify a communication style that connects with them

4-      Value and the “wiifm”  What’s In It For me has to be present for the client at all times

http://www.sellingpower.com/content/video/?mid=170/the-art-of-persuasive-speaking