[guided]We now build the local deformation explicitly. Since $\sigma$ is a proper face of $\tau$, there is at least one vertex of $\tau$ not belonging to $\sigma$; choose one and call it $b \in V(\tau) \setminus V(\sigma)$.
The set $A$ is the part of $|\tau|$ that remains after deleting the faces containing $\sigma$. In barycentric coordinates, a point belongs to $A$ exactly when at least one coordinate indexed by a vertex of $\sigma$ is zero. Therefore, to push a point of $|\tau|$ into $A$, it is enough to reduce all $\sigma$-coordinates by their common minimum.
Define the function $\lambda: |\tau| \to [0,1]$ by $\lambda(x) := \min_{a \in V(\sigma)} x_a$ for $x \in |\tau|$. Now define a map $p: |\tau| \to A$ by modifying barycentric coordinates as follows:
\begin{align*}
p(x)_a := x_a - \lambda(x)
\end{align*}
for every $a \in V(\sigma)$,
\begin{align*}
p(x)_b := x_b + |V(\sigma)|\lambda(x),
\end{align*}
and
\begin{align*}
p(x)_w := x_w
\end{align*}
for every remaining vertex $w \in V(\tau) \setminus (V(\sigma) \cup \{b\})$.
The coordinates are non-negative because $\lambda(x) \le x_a$ for every $a \in V(\sigma)$. Their sum is still $1$: we subtract $\lambda(x)$ once for each of the $|V(\sigma)|$ vertices of $\sigma$, and then add exactly $|V(\sigma)|\lambda(x)$ to the coordinate of $b$. Hence $p(x)$ is a point of $|\tau|$. At least one $a \in V(\sigma)$ satisfies $x_a = \lambda(x)$, and for this vertex $p(x)_a = 0$; therefore $p(x) \in A$.
If $x \in A$, then some coordinate $x_a$ with $a \in V(\sigma)$ is already zero. Since all barycentric coordinates are non-negative, this gives $\lambda(x)=0$, and therefore $p(x)=x$. Thus $p$ fixes $A$ pointwise.
Finally define $H_\tau: |\tau| \times [0,1] \to |\tau|$ by $H_\tau(x,t) := (1-t)x + t p(x)$. This is the straight-line homotopy in the affine simplex $|\tau|$. Convexity of $|\tau|$ ensures that $H_\tau(x,t) \in |\tau|$ for all $x \in |\tau|$ and $t \in [0,1]$. We have $H_\tau(x,0)=x$, $H_\tau(x,1)=p(x) \in A$, and if $x \in A$, then $p(x)=x$, so $H_\tau(x,t)=x$ for every $t$. Hence $H_\tau$ is a strong deformation retraction of $|\tau|$ onto $A$.[/guided]