Using the right words at the right time and asking the right questions are key to building that relationship in order to be given the right to make a recommendation of your offering.
In this video Phil M Jones covers these topics in detail which deal with things like the "rejection formula" (None of us like to be rejected do we?).
If someone is open to the idea of something you might want to present to them your key phrase would be; "I'm not sure if this is for you" which takes away the selling aspect but instead is likely to stir up curiosity in the mind of prospects or even an "I'll be the judge of that" thought by the prospect leading to more interest and invariably more questions- more questions=more interest in your product/service.
I hope the video provides opportunity for Staffordshire Moorlands businesses to add more techniques to their sales armoury.