This is a difficult question because it is vague. What product? My best advice to answer this question would be to focus on one aspect of improving a sale of any product. In this example, focus on developing a strong pitch of the product.

The pitch is the first, and potentially last, impression; the goal is to make it the beginning of an opportunity. There’s a fine line between crafting a memorized pitch and delivering what sounds like a canned speech.

To avoid that, know your product’s benefits up, down and sideways; express your passion; know when to mention special offers that might trigger emotions or “pain points” (also called “solution selling”) that lead to more intense interest. Also, understand how your product differs from the competitions and be prepared to address those attributes.

Tailor each pitch to fit the individual at the plate. In the case of selling to a consumer, you can easily see how an 80-year-old will be interested in different features than a 21-year-old, and an affluent middle-aged man will want to know different things than a struggling single mom. A similar spread of profiles may exist in your business-to-business selling efforts, so tailor there as well. Just treat each customer as an individual and be able to show them how the product fits their individual needs.