All too often, sales managers and salespeople pass off hype as enthusiasm, whether consciously or not. Hype appeals to the imagination, both on the part of the salesperson and customer.
The problem with hype and imagination during the sales of product is that both always exceed whatever features/benefits said product might convey in reality. Nine times out of ten, this is a recipe for an unhappy customer.
In sales, walking the fine line between enthusiasm and factual details is challenging but not impossible. The key to speaking frankly about the benefits of any product is product knowledge. Knowing your product will prepare you to match products appropriately to a customer’s needs and anticipate any questions they may have.