Most sales people are so focused on getting the sale, meeting their targets, keeping the boss happy, achieving their key performance indicators (KPIs), getting the cash or simply "screwing" the prospect, they forget why they are really there. They are there to solve someone's problem; save them money or time, achieve their dreams, provide comfort or security, deliver exceptional service and so on.
So, the easiest way to do the deal is to remain clear on what it is people are looking for and help them get what they want or need. Stop selling and look for the ways to help. Sometimes of course, the prospect doesn't even know what their problem is so helping them gain clarity on that is essential.