Focus on why they should buy - not their objections:The idea here is to sell them on how they and the people they love will benefit from using your products or services. When you build up the benefits associated with using your product or service, you are will also be minimizing their resistance to it.
By focusing on what you know the prospect likes, you are building up the importance of the positive andreducing the importance of the negatives.
And, the only way for you to find out what the prospect likes is to... ask questions!
"It's not the answer, it's the quality of the question."