The Art of Assuming Prior Customer Knowledge for Maximum Persuasion and Conversion

Imagine this: you’re at a car dealership, but instead of guiding you through the specs and benefits, the salesperson launches into complex automotive jargon. Five minutes in, you’re nodding politely, feeling lost but not wanting to seem clueless. And as you walk out, it’s unlikely you'll be coming back. This is the peril of assuming too much prior knowledge.

Assumptions are powerful. They can make or break a sale, create an instant connection, or turn a customer into a runner. Getting the right balance isn’t just about common sense but about strategically managing assumptions throughout the customer journey.

Here’s how to do it with finesse, so you assume the right knowledge at the right time, keeping your customers interested, engaged, and ready to buy.

When It’s Safe to Assume Prior Knowledge—and When It Isn’t

There are moments in sales where assuming prior knowledge is not only safe but necessary. In fact, it’s one of the most potent ways to convey authority. But in some situations, you risk losing the sale—or even insulting the customer—if you assume too much.

Safe Situations for Assuming Prior Knowledge

• Experienced Audiences: Selling to experts? Then, by all means, go deep. Industry professionals, for example, often appreciate a level of depth in the sales conversation that assumes they “know the basics.”
• Niche Markets: If your target market is small, specialized, or self-selected, you can assume that customers have a reasonable level of baseline understanding.
• Later Stages in the Sales Process: By the time a prospect is close to conversion, it is safer to assume they understand the basics. If they’re at the final stage, they want reassurance, not re-education.

Unsafe Situations for Assuming Prior Knowledge

• First Touchpoints: At the top of the funnel. Any misjudgment in the customer’s understanding is amplified. Assume nothing initially; every potential lead could have just discovered your industry. Your first touchpoints are educational, so it's wisest to start with the basics.
• Broad Audiences: Mass-market products need a broad approach. Assume zero knowledge and keep language straightforward and accessible. Put the more complicated stuff in brochures, training videos, after on-boarding and workshops.
• During Objection Handling: When a prospect raises a question, take it as a signal of uncertainty. Answer clearly and make no assumption that they’ve read up on any intricacies.

Why Assumptions in the Sales Process Can Make or Break Conversions

Early Stages (Lead Generation & Discovery): Here, assumptions are dangerous. The first impression sets the tone, and if you assume too much, you risk overwhelming or confusing potential buyers. Your aim is to provide clarity, not impress with expertise.

Middle Stages (Education & Qualification): This is where nuance comes into play. Some prospects will signal familiarity, while others might need basic explanations. This stage is ideal for gently probing and assessing prior knowledge, allowing you to tailor the message accordingly.

Closing Stage: This is where assumed knowledge becomes an asset. You’re dealing with prospects ready to buy, so focus on benefits, not features. Reassure, confirm value, and make closing as frictionless as possible. At this point, re-explaining core concepts could feel patronizing and risk making the prospect hesitate.

When to Never Assume Prior Knowledge

Certain aspects of sales, marketing, and customer support are minefields if you misjudge your customer’s knowledge level:

• New Customer Onboarding: New customers, even those experienced in the field, are often unfamiliar with your specific product, service, process or terminology. Lay everything out, guiding them through every feature, function, and benefit in ways that gives them confidence and doesn't require deep technical or functional knowledge.
• Customer Support: The very nature of customer support involves troubleshooting and questions. Here, avoid jargon and acronyms like the plague. Go slow, stay clear (avoiding industry terminology, jargon and acronyms), and check in with the customer regularly to ensure they feel in control.
• Educational Content: Blog posts, videos, or how-tos should aim at the least-informed segment of your audience. It’s far easier for someone with expertise to skip or skim than for a beginner to bridge gaps in understanding.

Checking for Knowledge Without Alienating the Customer

This is where the art of subtlety comes into play. The goal is to assess understanding without ever making a customer feel inadequate.

Here are some ways to do it gracefully:

• Ask Qualifying Questions: When talking to the customer ask open-ended questions like, “What kind of experience do you have with [product/industry]?” or “What are you looking to accomplish?” This approach lets them signal their expertise level without overtly asking about their familiarity.
• Gauge Engagement: If you’re dealing with someone face-to-face or over a video call, observe for cues like nodding or quick, relevant questions. These often indicate understanding which means you can potentially ask more detailed 'qualifying questions'.
• Use Tiered Explanations: Start with a general overview, then offer to go into specifics if they’re interested. Something like, “Just so we’re on the same page, here’s a quick overview…” gives them an easy opportunity to stop you if they already know.

Subtle Signs You’re Assuming Too Much

Human communication is as much non-verbal as it is spoken. Look for these signs, which can indicate you’re going over their heads or leaving them behind:

Body Language

Fidgeting, leaning away, or looking around are classic signals of discomfort or disengagement. If you notice any of these signals, it's time to ask the customer some questions and reassess their level of knowledge.

Facial Expressions

A confused or blank stare, furrowed brows, or tilted head are red flags that they’re not on the same 'wave length' as you. You need to put the customer in control of the conversation and make sure that you haven't assumed they know 'too little' or 'too much'.

Voice and Tone

A lack of responses, monosyllabic answers, or shifts in tone from interested to flat suggest waning engagement. When you're getting these types of responses you are possibly boring, disrespecting or embarrassing the customer. They have shut you out and are having a private inner dialogue. It's time to excuse yourself and send in another sales person.

Pace and Simplicity

If they ask you to repeat, rephrase or slow down. This indicates they’re either overwhelmed or missed something, often due to overly complex language or explanations. When customers want to advance their knowledge they will ask questions that require deeper knowledge. This doesn't mean that they have the prior knowledge needed to understand a complex, technical or jargon filled answer; yet.

When you pick up on these cues, adapt your style immediately—go simpler, clarify, and don’t hesitate to summarize or ask the customer if they understand.

Fine-Tuning Sales and Marketing Materials to Match Customer Knowledge

Sales scripts, brochures, and other materials are the lifeblood of your sales and marketing organisations, and they need to cater to diverse audiences. Here’s how to align them effectively:

Use Layered Content Styles for Sales & Marketing Materials

Provide introductory content with optional “more in-depth” sections, allowing readers to self-select based on their interest and knowledge level.

At its core, layered content is about providing information in digestible tiers. It acknowledges a fundamental truth of modern sales: not all prospects are created equal, and one-size-fits-all is a lazy approach. It’s like the buffet at a cheap restaurant—sure, it caters to everyone, but no one leaves impressed.

Let's break down how to build layered content for each part of the funnel—so that no matter where your customers are in their buying process, they find what they need to move forward.

Top of the Funnel: Awareness Stage

Here, you’re commonly dealing with people who have a vague sense of what they need but little knowledge of your product. They’re not ready for heavy information, so focus on providing:

• Simple Overviews: Start with basic, easy-to-digest content. Think short videos, blog posts, or infographics that explain the problem your product solves.
• Glossaries & FAQs: Offer resources that lay out industry terms and basics. This lowers the intimidation factor, making them more comfortable engaging with more complex knowledge that will help them make a buying decision.
• Documents with Value: Free ebooks, magazines, journals or guides that cover introductory knowledge can be a soft entry point that captures attention without overwhelming.

Middle of the Funnel: Consideration Stage

Customers in this stage have some understanding and may already be actively comparing options. Here’s where you build on earlier messaging:

• Layered Explainers: Offer expanded information that goes beyond the basics but stops short of a deep dive. Explainer videos such as tutorials and how-to showcases, interactive guides that start with surveys or questionnaires, or case studies work well.
• Options to Drill Down: Give people the chance to access more details if they’re interested. For instance, your web page might start with a simple explainer, but a click reveals full product specs, testimonials, and expert opinions. Simple charts and graphs that with a click provide more information are another way for the customer to choose how much knowledge they want.
• Content with Progressive Depth: Traditionally scientific journals and PhD papers start with a brief summary (an executive summary that is simplifies the whole document's content in a summary) with later sections including more complex data with jargon and technical terminology. This same approach can be used for any type of communication; and lets readers go as deep as they want as their knowledge advances.

In this stage you can think of your content like a museum exhibit: every piece of information should build upon the last, allowing visitors to explore at their own pace, choosing how deep they want to go.

Too much depth in a single document can scare off novices, while too little can bore experts. Perform a content audit and categorize your assets based on depth, tone, and complexity. Adjust as needed to fill in gaps or reduce information density.

Bottom of the Funnel: Decision Stage

Now you’re speaking to those who are almost ready to pull the trigger. These customers want specifics—details that will justify their choice:

• Detailed Comparisons: Provide side-by-side comparisons of your product vs. competitors. At this stage, assuming a higher level of knowledge is safer because they’ve come this far (done a lot of research and gained a reasonable amount of knowledge to help in their decision-making).
• ROI Calculators & Demos: Tools that let them see the benefits firsthand or calculate returns can be incredibly persuasive. They’re looking for decision confirmation, not more education.
• Personalized Follow-Up Materials: Offer sales reps scripts and presentations that allow for customization based on the specific knowledge and concerns of the lead.

Creating layered content isn’t just a content strategy—it’s a sales philosophy. It’s about respecting the customer's journey, meeting them where they are, and guiding them forward at their own pace. By giving them just the right amount of information—no more, no less—you build trust, demonstrate authority, and move them towards conversion without ever making them feel pressured or confused.

Create Different Tiers of Sales Collateral

Creating sales collateral that speaks to everyone—from the wide-eyed beginner to the well-versed decision-maker—is both a science and an art. A tiered approach allows you to meet prospects where they are without overwhelming or underselling.

Let’s break down how to build these tiers into your sales arsenal so that you convert the curious, educate the informed, and lock in the ready-to-buy.

• Tier 1 content introduces and excites.
• Tier 2 content educates and engages.
• Tier 3 content confirms and converts.

At the very top of the sales funnel, it is common to assume that you are only dealing with "novices". People who are curious but likely intimidated by their lack of understanding. They’ve heard of the problem you solve, maybe even glanced at a solution or two, but they’re far from being convinced.

However the reality is that even at the very top of the sales funnel, the level of prior knowledge a person has, varies.

Here’s what Tier 1 sales collateral could look like, when we consider prior knowledge:

Prospects with No Knowledge	Prospects with Basic Knowledge	Prospects with Advance Knowledge
Establish Trust: Build credibility without using jargon or complex concepts.	Clarify the Solution: Begin introducing your solution more directly, explaining its relevance to their specific problem.	Demonstrate Expertise: Establish authority with in-depth insights that showcase your understanding and mastery of the field.
Identify Their Problem: Help them understand the issue in simple terms, making them aware of their need.	Highlight Differentiators: Explain why your solution is unique, positioning it subtly as the superior choice.	Highlight Advanced Features and Benefits: Focus on what makes your solution better and why it’s worth their attention.
Spark Curiosity: Gently introduce your brand as a possible solution, making it easy for them to explore more.	Engage and Build Curiosity: Provide just enough information to make them want more, enticing them to the next stage.	Invite Engagement: Create a soft call to action that invites them to request a more in-depth resource or demo, signaling that there’s more to explore.
Infographics: Use visuals to simplify and illustrate the problem. An infographic titled “The 5 Signs You Might Need [Product/Service]” works wonders for those who aren’t yet clear on their problem.	Ebook or Guide: A resource like “The Beginner’s Guide to Solving [Problem]” or “How [Product/Service Category] Can Save You Time and Money.” Include general advice, practical tips, and a high-level look at solutions, with soft CTAs inviting them to learn more.	White Paper or Industry Report: A detailed resource like “The Latest Innovations in [Industry]” or “How [Product] is Changing the Way [Problem] is Solved.” This type of content can demonstrate the specific, technical ways your solution excels.
Introductory Videos: A 1-2 minute video that starts with a relatable scenario, introduces the issue, and hints at the solution. Aim for an animated explainer that’s visually engaging and keeps technical language to a minimum.	Case Study Overview: A simplified case study showing how a real customer used your product to address the problem. Keep it short and focus on the outcome, not the details. A 1-page “Quick Success Snapshot” works well here.	Thought Leadership Article or Webinar: An article or webinar that explores recent trends, challenges, or innovations. Offer it as gated content to allow for lead capture, as advanced prospects will usually value this information enough to sign up.
Basic Problem-Solution Blog Post: A blog post like “Here’s Why [Problem] Might Be Costing You Time and Money” is perfect. Outline the issue and then hint at potential solutions (without going into product specifics yet).	Landing Page with Layered Info: Create a landing page that introduces the solution with expanding sections for those wanting to go deeper. Each section can provide progressively more information without overloading them upfront.	Comparison Chart or Data-Driven Brochure: A product comparison chart that shows how your solution stacks up against competitors, along with supporting data on benefits or ROI metrics. Use specifics that would interest someone already familiar with the space.

Essential Components

• Light, Relatable Language: Keep it conversational. Avoid industry jargon and heavy terminology that can alienate. Use metaphors and relatable comparisons to bring concepts down to earth.
• Visual Guides: Infographics, simplified diagrams, and light case studies that tell a story in a way that’s quick to consume.
• Social Proof Lite: Customer reviews or basic testimonials. Nothing too deep, just proof that others trust you.

Your job here is to build curiosity, not commitment. The whole point of Tier 1 content is to pique interest without scaring anyone off. Think “value proposition” over “hard sell.”

Next is the consideration phase, where your customer has some knowledge and wants to know more. They’re familiar with the basics and are actively researching options, weighing pros and cons.

With Tier 2 sales collateral, you’re meeting prospects who have already shown interest and are actively evaluating options. Each knowledge level requires a unique approach, providing a range of information to help prospects feel increasingly confident in your product/service.

Prospects with No Knowledge	Prospects with Basic Knowledge	Prospects with Advance Knowledge
Provide Clear, Practical Education: Give them an approachable, structured understanding of your solution without going too deep.	Explain How Your Solution Works: Show a more detailed look at features and how they work to address common pain points.	Provide Technical Depth: Offer detailed insights into how your product works, including technical specs, workflows, and advanced features.
Build Confidence and Trust: Highlight benefits that are easy to understand and align with their needs, building their confidence in exploring further.	Differentiate Your Product: Illustrate what sets you apart from competitors in ways that are meaningful to their problem.	Address Specific Use Cases: Show how your product solves particular challenges or fits specialized needs.
Introduce Social Proof: Help them trust that others like them have successfully used your product.	Provide Tangible Proof of Results: Introduce some measurable outcomes and real-world results to help them visualize your product’s effectiveness.	Build Trust with Data and Proof: Use metrics, ROI calculators, and detailed outcomes to convince them of the return on investment they can expect.
Educational Case Studies: Create simple, relatable case studies that walk through a problem and solution with measurable results. For example, “How [Company/Customer] Saved Time and Money with [Product]” using clear, concise language and outcome-focused results.	Detailed Case Studies with Outcomes: Provide in-depth case studies with specific metrics that showcase how your product was implemented and the results it delivered. A case study titled “How [Product] Helped [Company] Increase Efficiency by 30%” offers the necessary details to build credibility.	Technical White Papers or Deep-Dive Reports: A white paper that explains the product’s technical underpinnings, design philosophy, or unique features. For example, “The Advanced Guide to [Product]: How [Feature] Drives Efficiency” would appeal to those needing granular details.
Feature/Benefit Sheets with Visuals: Use visually engaging one-pagers or short brochures that explain key features and benefits in practical terms. Each feature should be linked directly to a customer benefit, keeping it accessible and avoiding jargon.	Product Comparison Sheets: Create a comparison chart or side-by-side sheet showing how your product’s features stack up against competitors, making it easy for them to see your advantages. This could cover pricing, benefits, and specific use cases.	ROI Case Studies and Detailed Metrics: In-depth case studies with measurable ROI, ideally with before-and-after metrics that show the financial and operational impact of using your product.
Video Tutorials and How-Tos: Simple videos that demonstrate basic functionalities and benefits are ideal here. Show how the product works in real-life scenarios to make the solution feel approachable and relevant.	Interactive Demos or Webinars: Invite them to explore your product in an interactive demo or a live webinar where they can see it in action and get their questions answered. This interactive format builds engagement and lets them explore as much as they want.	Advanced Demos and Consultations: Offer one-on-one or small group demos that focus on advanced features and specific industry applications. For example, if your product serves multiple industries, you might hold tailored demos focused on specialized use cases.

Essential Components

• Expanded Stories: Provide real-world examples with specifics that illustrate measurable outcomes. They don’t need every detail but want proof of practical results.
• Scenario-based Benefits: Benefits in the context of solving very specific problems. Establishing authority in a way that tells the world you’re leading the conversation

In Tier 2, you’re allowed to show off your expertise. You’ve got to walk the fine line of being persuasive while educational. Educate, entertain, and engage—now’s the time to hit them with the “aha!” moment.

Finally, we’re in the decision stage. Here, your customer is leaning toward a purchase but needs assurance. They’re aware of their needs, know your solution, and just need that final confirmation of a decision well-made. This is where your most detailed, trust-building content comes into play.

For Tier 3, each knowledge level requires a nuanced approach to ensure prospects feel understood and empowered to act. Let’s dive into how to create sales collateral for three types of prospects in Tier 3: those with no prior knowledge, those with a basic understanding, and the advanced prospects who just need that final reassurance.

Prospects with No Knowledge	Prospects with Basic Knowledge	Prospects with Advance Knowledge
Provide Simple, Clear Information: Help them understand exactly what they’re buying without diving into technicalities.	Offer Reassurance through Proof: Use success stories and specific metrics to show that others like them have found success.	Validate and Reassure with Technical Depth: Show that your product can handle advanced use cases, offer measurable outcomes, and is worth the investment.
Highlight Value and Benefits: Focus on the value they’ll get, emphasizing ease, savings, and outcomes.	Differentiate Your Product: Highlight how your product is better than competitors and why it’s worth the investment.	Showcase Performance Metrics and Case Studies: Provide metrics and studies that speak to advanced users’ concerns—ROI, productivity, scalability, and reliability.
Remove Barriers to Purchase: Address any common beginner objections and make it easy for them to move forward.	Clarify the Path Forward: Show exactly how easy it is to get started, making the decision process clear and low-risk.	Make Commitment Easy and High-Value: Present pricing, warranties, and support in ways that make the product feel like a reliable investment.
Clear Pricing Guides: Provide a simple breakdown of pricing tiers, benefits at each level, and any financing or payment options. Use a FAQ format to answer common questions and reduce hesitation around cost.	ROI Calculator or Case Study with Metrics: Provide tools or examples that show a clear return on investment, such as a “ROI Calculator” or a case study with specific before-and-after metrics. For example, “How [Product] Helped [Customer] Increase Efficiency by 40%.”	In-Depth Case Studies with Technical Metrics: A case study detailing an advanced use case, with measurable metrics and technical specifications. For example, “How [Product] Increased Efficiency by 50% for [Industry-Specific Company]” with detailed KPIs and processes.
Customer Testimonials with Results: Use relatable testimonials that focus on benefits rather than technical details. For example, quotes like “We saved hours every week using [Product]” or “I wish I’d found this solution sooner” resonate with beginners.	Competitive Comparison Sheets: A comparison sheet that lays out why your product is superior in areas like features, ease of use, support, or pricing. Highlight aspects that directly answer their likely concerns.	Technical White Papers or Benchmark Reports: Provide a white paper or report that dives deep into the technical strengths, unique features, or innovations in your product, showing why it’s top in its class. Focus on data and hard evidence.
Decision-Making Checklist: A checklist like “5 Things to Know Before Buying [Product]” can help reassure them and confirm they’re making the right choice. Keep it light and benefits-focused, addressing factors like ease of use, results, and support availability.	Extended Testimonials and Case Studies: Offer testimonials that include specific numbers or descriptions of improvements, especially from customers with similar backgrounds or needs.	Trial or Pilot Program Options: Offer a low-risk trial or pilot program that lets them test the solution in their own environment. Provide detailed support during this trial phase to answer questions and ensure a smooth experience.

Essential Components

• Technical Specs and Product Comparisons: For the technically minded or detail-oriented buyers, detailed specifications, comparison charts, and objective data are golden. These customers want the confidence of knowing exactly what they’re buying - fully aware of any possible risks.
• Experience the Deal Done: Buyers in this stage don’t want surprises—they want clarity. Free trials, samples, or demo accounts provide a 'results in advance' experience that confirms their knowledge and buying decision. This is also where you lay out pricing in full, with options, financing (if relevant), and guarantees.

Tier 3 is where you move prospects from “considering” to “convinced.” By carefully tailoring collateral to their level of knowledge, you ensure each type of prospect has what they need to feel confident in their decision.

It is your final chance to turn a prospect into a raving fan. Every detail here matters; this is where your case studies should read like success novels, your guarantees shine, and your proofs stack up. No more soft sells—this is the moment to reinforce that their decision is the right one. That they have all the knowledge needed to make a decision and buy confidently.

Assumptions as a Tool for Connection

Assuming prior knowledge can be one of the most potent tools in the sales and marketing arsenal—when used correctly. When done with empathy and awareness, it builds trust and positions you as a knowledgeable partner. Misjudged assumptions, though, can be fatal - creating barriers, diminishing trust and thwarting sales.

Sales, like any form of human interaction, thrives on connection. The key to success lies not in assuming but in knowing just how much to assume. In this balance of expectation and empathy, you’ll find the path to higher conversions, better rapport, and loyal customers who trust you not only for what you know but for the way you communicate it.