2. Persuade naturally: Develop a partnership with your customers. Approach each client's situation as a team effort, rather than something that you are supplying. Don't rattle off your capabilities; instead, tell your prospect a story about how you helped another client.

3. Develop your personal presence: A winning image starts with how you look. Pay attention to your appearance, way you make eye contact, how you use your voice, things you talk about, and firmness of you handshake - these reflect how well you think of yourself and how you want others to think of you.

4. Create right telephone presence: A phone call may be first contact you have with a potential customer. Create same kind of atmosphere that you would in a face-to-face meeting. Listen carefully to what your prospective client says and really respond.

5. Handwrite a message in your correspondence: Include this personal touch whether it's a thank-you note or a simple P.S. at bottom of a letter.

6. Show your customers that you appreciate them: Do things that help your clients. For example, record a "tip of day" on your voice mail message, send clients two tickets to a special event with a note, photocopy interesting articles and send them to clients and prospects with a hand-written "FYI" note and your business card.

When asked about gap in his employment, Sean took initiative and spoke about strategic mistakes he had made in his last position, and how slow growth in their industry, had led to a decision to lay off staff. He then went on to talk about new growth areas and how a company can make most of opportunities offered, and increase their market share. His explanation and proposals, not only showed his awareness of current market conditions, but also displayed his business competency.

He had turned focus of question from why he was laid off, to showing what he had learned from business conditions that caused it, and how he could help interviewing company to improve their position. And he got job!

*Names changed to protect confidentiality