Audience: Kevin saw me as a technologically-savvy guy that knew what kind of phone he was looking for. H e nailed the audience correctly and didn't try to sell me on any gimmicks or dumb selling tricks. He also found out at the very beginning that I like music a lot, and he used that to his advantage: During the entire pitch (all 15 minutes) he had his way cool cellphone playing MP3s right in front of me.
Ethos: Kevin immediately set up a peer-to-peer relationship with us, and we learned that he was a student as well at BYU. His credibility to me as a student quickly rose higher knowing that he was a student as well; he knew what kind of service would be best for a college student since he is one. He quickly let us know, too, which phones really weren't worth the price that had to be paid for them and which ones were great steals. Of course, those could have been selling tactics as well, but the way that he informed us was in such a real buddy-buddy way that there was no detectable guile in his statements. He was good.
Pathos: I'm not sure what emotion Kevin appealed to, but it was all in an effort to make us feel at ease and not pressured whatsoever. He used colloquial language and just the right amount of superlatives to make him seem real and approachable (since almost all college students speak with a bunch of superlatives).
Logos: Much of what Kevin had to share with us was Logos - the differing minute plans, text-messaging plans, etc. He knew these data so well that when he showed us the corresponding pages in the plan brochure (upside down to him) he didn't even have to look at the page to point to plan specifics that were printed on the page. He also had a knowledge of other cell phone companies and their plans and such.
Overall, Kevin did a good job persuading me as a student with my interests in mind. However, I still believe that I will buy my next phone and plan through Helio. ;-)
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