Just be confident, look as professional as possible, be patient, answer questions, explain the benefits of the internet and how it can reach more customers. Tell them that you'd be happy to create a template for them to look at, so they can get an idea of what you'd be making them. Especially when dealing with older people. If you charm them, and they have the cash to spare, they'll generally go for it.
Then, knock their socks off with a neatly presented website...they'll recommend you to others.
Then, knock their socks off with a neatly presented website...they'll recommend you to others.

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