Have you ever heard of someone talking themselves out of a sale? It usually happens when the customer has enough information and interest to buy but the salesperson keeps talking.

There's another way this happens even more frequently: product knowledge overload.

The rule: give the customer enough information to make a good decision and let them learn the rest later.

The Chuckism: Nobody wants your product or service; they only want what they think it will do for them right now.

There are three levels of product knowledge. Your customer needs level one, you need levels one and two and your technical folks need levels two and three.

Level One: Awareness

In level one  a person is aware that a product or service exists and, basically, what it does. This is a primary function of marketing. For instance, a person who has been opening bottles with their teeth might be happy to learn that there is a tool for opening bottles.

Level Two: Application

In this level, the person learns what the beneficial application of the product or service might be. A seasoned salesperson will know multiple applications for each of the products or services they sell. In our bottle opener example, the salesperson might be able to sell the tool based on the fact that it will save the user from breaking their teeth. Another application might be that it is easier to use than whatever tool the user currently has. Still another might be the fact that the opener can be cleaned, making the process more sanitary, or that it is portable and can be taken anywhere. Looking at the tool, what other applications come to your mind? Can opener? Box opener? Paperweight?

Level Three: Amplification

This level is for designers, engineers, programmers, R&D, operations and other folks. As a rule, it's not for salespeople. Having this depth of knowledge is rarely required for closing sales and when it is necessary, someone else in the salesperson's organization needs to provide it. Instead of being able to explain in great specificity how the product is constructed, salespeople need to stay focused on what is important to the customer. If the customer asks, "What metal is used in your bottle opener?", having the answer will often cost the salesperson the order. "It's made of high grade steel," the salesperson might say only to hear the customer say, "It would be better to make it out of titanium, you know," or, "That just runs up the cost, I'd rather buy one with a cheaper metal." Now the conversation has deteriorated to a level that does not address the customer's need: the ability to open a bottle.