What an interesting example this was I saw today as there were two people who were essentially trying to do the same thing in terms of trying to sell people to buy a particular item. The funny thing was one person seemed to know everything inside and out of the product whereas the other person seemed to mainly know what is written on the box/label type of deal. However, the main difference was that the person who was less knowledgeable about it seemed way less energetic and passionate. The result, the guy with less knowledge was getting more results.
It was kind of funny though as the other person was wondering “What is wrong with people” as he couldn’t see why he wasn’t getting the same reactions. I usually like to think in this scenario that it’s not so much about selling whatever it is you are trying to sell as opposed to trying to sell a story on how whatever it is will help make things more positive for the person. Reminds me of like vitamins as you can spend all day saying this has X amounts of a certain items when really just emphasizing things like it helps you say fight certain diseases or stay younger is all people really need to hear.
I once heard an interesting phrase before too for techies where it’s not so much about being high tech as opposed to high touch when you are trying to sell/promote an item.