No one can buy something without being convinced that they will somehow benefit from it. If your potential customer is so convinced after your presentation, but the sale has not yet been completed, his conviction may backfire: He may start looking for the best value and start calling your competitors to find the best deal.
Therefore, you must prepare your clients according to your needs: The sooner you do it during the sales process, the more likely your product will look better than its competion.
When someone just started to consider a purchase, they probably do not have much information. Focus on presenting what your product is best at, i.e., on its competitive advantages. If the customer later speaks with the competition, the benefits of your product will be those that will be at the forefront of his/her interest. Other companies will not have a chance.
If you talk to a customer at a later stage of the purchasing decision, it may already be clear, what is important in the selection process. So you must make sure that what your product stands out becomes more important for the client. When you prove your knowledge and gain confidence as an expert in the field, the customer will believe you rather than competition.
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