In my experience there are two types of salesman (male or female).
One who cares THAT the customer buys, and another who cares WHAT the customer buys. The hit and run guy will take any order, for the commission check. The other guy is selling to get satisfied customers who pay top dollar and give referrals.
The first guy needs fancy brochures which let the customer make guesses as to what the benefit will be.
The second needs explanations which allow the customer to understand both the good and the bad in the decision about to be made.
It seems to me the best way to help customers understand the good and the bad is write about issues in contexts which they can choose.
The customer who’s allowed to research the pros and cons of any decision, and make his/her own selection, is much more likely to pay full price and give referrals.
There are more dumb sales guys than there are dumb customers.
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