We all have clients who place a lot of value on the experience of learning something that they think they would not have learned from another salesman. In this regard, the scarcity of this information is what makes it valuable. But, once trust has been earned, spending more time getting deeper in the weeds gives you a diminishing return.
A client can only retain so much, so giving away more than a practical amount of information can end up reducing your chance to make the sale. This amount of information is different for everyone. Five minutes of education may be perfect for some clients where others need thirty minutes or more. I would contend that very few people ever want or need more than 45 minutes of solid information to decide to work with you. I personally try to limit the info dump to around 15 minutes.
But why do people really buy from you and keep on buying from you? They buy from you because of the way they feel when they interact with you. Maya Angelou said “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
Did you know it has been proven that Doctors with good bedside manner have healthier patients? This is because anxiety is so bad for you. Doctors who you like, lower your anxiety and the ones you don’t like raise your anxiety.
So what is the best way to make your client feel? If someone pinned me down on it, I would tell them that i want my clients to feel at ease.
Remember though, that we want the clients to take action. It is our job to make that happen. So we want the client to feel at ease before, during and after taking action.