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Be precise, be non judgemental, be factual, be interesting, be short and sweet, use expressions from other great speakers and authors (non fiction unless it is a catchy phrase which goes with the rest of the dialogue). Do not mention any topics which are considered controversial. Use your hands, and do not have any motive to sell for the sake of the sale, but for the sake of the customer's needs. Use the simplest of language. Use slides to represent a point because "pictures speak a thousand words". Know when to end a topic. Carrying on after the subject has lost its impact is the most frustrating both to the listener and the speaker.
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