#1- Qualify the customer. If this means that they become annoyed by all of the questions, explain that asking the questions is the only way to find out what they want. If you feel like blowing the sale quickly, add "because you sure as hell aren't telling me".

#2- Sell them on YOU. The products are really secondary, but brand loyalty can either help or hurt you, depending on where you stand on the brands they're loyal to.

#3- Sell from top, down. It's far easier to move someone down in price, but make a point of telling them what they'll lose. People don't like to lose things.

#4- If they balk, ask for their objections. If they can't name any, ask if there's some other problem. If they want to think about it, ask if they're considering another bid. Overcome any objections they have. If they no longer have any, ask why they don't want to commit.

#5- ASK FOR THE SALE AT LEAST THREE TIMES, BUT DON'T WAIT UNTIL THE END OF THE PRESENTATION!!!!!!!!!!!

Most sales aren't going to the people who know the most about the equipment, they go to the ones who know how, and when, to ask for the sale.