Great story it would make an awesome HBO series!
"I NEVER act desperate for a sale. As if that one deal is going to make even an inch of difference in my life or business. And when clients can sense this they are drawn towards you."
This is the only Truth I saw in this. People are scared especially when they have limited knowledge on the subject.
If you sound like every one is buying your product and it doesn't matter to you if they Buy or not.
(They are afraid they might miss a great opportunity!)
If you sound like you need their business.
(They are afraid there is a reason no one else is buying and they don't want to be the ones to make a mistake.)
I've done sales where you're rude to the client and it works. Almost all those companies were offering a shitty service or product.
Looks like this is the same:
"he wrote me a a cheque for £15,000 for some shitty SEO work that I outsourced for £68."
Sounds like you're just robbing people but who knows maybe you are offering them something of worth (Probably to be more cautious with SEO companies)
One of the best lessons I was ever told from a Salesman was:
"Most people buy off Fear, Love, and Greed. I do what works most of the time on most of the people. That's why I make most of the money"