I’ve seen too many salesmen making this mistake. The mistake of thinking that just because they know all about the product they are selling you know too.
We, humans, have a tendency to think that everybody else thinks just like us, and that just isn’t true. Sometimes we think people are smart as we are when they’re not. Sometimes we are sure that they understand our meaning when they don’t. And because of this, we don’t even take the time to explain to our clients what’s in it for them.
If you expect somebody to pay you, you better be sure that that person is expecting to understand what’s in it for him. So before you move in for the close, make sure your client understands what he’s paying for and why he should even care.