There are two ways to sell your products or services:
Option A: Make your customers smarter. Let them know how and why you do what you do. Educate them on what to look for and what to avoid. Help them know what’s possible, what questions to ask and what to expect. Smart customers are informed customers who, in turn, are good customers.
Option B: Make your customers dumber. Don’t let them know about your products or services. Don’t tell them about variables, options or warranties. Don’t give them choices. Dumb customers are helpless customers who, in turn, are good customers because they will always run to you for help.
Option B is the easiest and that’s why many businesses do it. You could choose this option and be successful, but only until a competitor decides to go with Option A. When this happens, Option B is no longer an option.
