I remember a specific time (in my rookie years) when my sales manager asked us to role-play. We were supposed to overcome certain objections. I thought I did a good job, but was criticized for overselling. The presentation had been taped and I watched it a few times and found out exactly where I failed. This experience helped me to become self-conscious. Many years since that experience I still watch for signs of trying to sell to a client that is already sold into the product, service or idea. What a trap it can be!
A client is ready to close when he/she recognizes the need for that item, and expresses the fact that there is nothing that is stopping him/her from signing a sales contract. This is the moment where we don't show any more samples, don't describe any other benefits, and don't mention any lines in the script that we may have forgotten.
If I could consider over-selling a vice, I could honestly say I have had a hard time overcoming it. I like what I sell, and in the heat of negotiation, I seem to over-stress the value of the product I'm selling. I may go on and on defining the benefits, the warranties, the superiority and so on. In the few times where I didn't watch it carefully and felt in this trap, I usually lost the deal, or needed to work harder to save it.
How do I know when enough is enough? By using trial closings. A few times during my presentation I should create opportunities to make a close-ended (yes or no) question and measure the level of acceptance. As the client expresses genuine acceptance of a given principle, it's time to go on. Doing that throughout the presentation will minimize the objections and get them ready for closing.
I would dare to say that over-selling is almost as damaging than underselling (i.e., not giving the customers enough facts, so they can make an informed decision).
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