Well, beamshots are always nice and I'm sure they help sell.
Lumens and lumens per watt (since a big selling point of HID and LED is more light out for the power used) would be significant.
Beam pattern, horizontal and vertical, is good info. Remember the spec. charts they've published for a zillion years on sealed beams? You can look up the #4537 landing light, see the 11 degree horizontal by 6 degree vertical pattern, see nominal voltage and life expectancy at that voltage, candlepower, etc. I'd expect a fair number of the buyers of higher end spotlights (and the price of HID and LED makes them high end) to be interested in specifications. I'd even guess a fair percentage know the difference between total lumens and candlepower center beam intensity.
And since were talking LED be sure to include color temperature. Buyers who assume they're buying a white light near 4,000K will be annoyed if they end up with a 6,000K "blue" light.
I think the bottom line for most buyers will be:
How far can I see with it?
How much power does it need?
Now long will it last (bulb life and durability/quality of construction)?
Followed by "How much does it cost?" and "Where can I see one?"
Frankly, after years of using spotlights both privately and in Vol. Fire Dept. I've shied away from permanently mounted vehicle lights for occasional use. My ex-Police 2000 Crown Vic still has pillar mounted spots; the left one works fine, but the seldom-used right one is bound up and can only be moved with a forceful hand directly on the lamp. The seldom used pillar mounted (just above each A-pillar) spots on my old outdoor 1-ton 4x4 have long since had to be re-wired, and the right one got taken out by a limb. When I had a center roof mounted spot on a pickup, I sold the truck before it had a chance to leak or get broken off; it was fun, but not worth the bother of installation.
A few pistolgrip handheld spots have optional magnetic bases and switches that will lock on. For occasional use, these work well. Put it on the roof of the vehicle, aimed at the work, and you don't need anyone to hold it. Remoted controlled lights (such as Go-Light), both wired and wireless, are fun but not terribly cost effective for Joe Average. I've used them, but I'd spend the price of one such light on about three of the handhelds described above.
Good Luck.