When you're speaking to clients, it's difficult to determine exactly how much information to give them on your product.
If you ask the average person how much information to give a client, they’ll probably say, “Don't give them too little but don't give them too much.” That’s useless advice.
How much information you give clients is an important factor in the overall sales process. Unfortunately the quantity of information given isn’t something considered by many salespeople.
A good rule of thumb to use for giving information to clients is that the more experienced a buyer is, the more information you can throw at them.
When dealing with a knowledgeable buyer, you can feel free to talk about more of the features of the object.
Feature: A fact about the product or service you are offering.
Most people will say, “Don't ever talk about features. You should only discuss the benefits.” I agree that in most cases, using benefits are more productive, but not always. If someone already knows the benefits a product can offer them and their company, there’s no use going over them again.
Benefit: The end result of what you get from the product. Usually refers to being wealthier, having more time, being better looking, or more successful.
An experienced buyer will compare the information you give them to their existing mental knowledge base. This means you need to show a little more expertise when describing the product and its specifications. Generally, the more experienced a buyer is, the less they want to hear benefit language like, “This will give more time to spend with your family.” It would be much more productive to list any new or improved features instead.
I know telling you to talk about features instead of benefits goes against common “Sales Wisdom”, but try it and see how it works for you.
On the other hand if someone is newer to the buying process or unskilled in whatever you're selling, there is the opportunity to take talk with them about the benefits. Here’s where you follow all the sales books and give them a benefit laden presentation.
The key is knowing when to cut off the information flow. Don’t fall into the trap of giving to much information or you may talk yourself out of a sale.
Giving too much extra information to an uninformed buyer makes it harder for them to come to a decision. They will probably start to consider too many possibilities.
By keeping the amount of information in line with the buyers expertise, you should find your close rate increasing. Also, don’t be scared to use features in your presentation if your client also knows what you’re talking about.