When going after a sale the endgame, the close of the deal is focus number one. You want to rush through the benefits and the advantages and get straight to the dotted line. Car sales is very similar. Either the salesperson wants to close the deal in the car or take the shortcut back to the dealership so he can get you the "best" deal. But what if you're new? What if you need your customer to turn a corner into believing the same benefits you believe in before they even consider buying? Your old strategy will only alienate them as you confuse and rush them to the finish line. Try educating instead of selling your new product and you'll find a confident buyer that "owns" your belief before they buy into it.