Every industry has its own terminology that generates jargon.
The jargon of a shared professional language can make prospects, customers and salespeople feel like insiders. Jargon can also lead to lack of clarity, especially when prospects and customers don’t understand its meaning and are left bewildered.
When jargon hinders
Some sales professionals make the mistake of believing their prospects and customers understand the same things they understand. Using jargon and clichés can generate uncertainty with their prospects and customers. Trying to figure out what salespeople mean can tire prospects and result in them tuning salespeople out.
Clear and passionate language
Clear language motivates prospects and customers and closes sales. Try to strip the buzzwords and jargon from your communications. Replace them with words that convey what you want to say.
You want to move your prospects to action, so try to use passionate words. Salespeople must not only persuade their prospects to support an idea, they must also guide them to a successful close.
Prospects may gauge your emotional commitment to your presentation as you try to persuade them to make a successful close.
Understanding your message
Concentrate on making sure your prospects understand your message. Remove anything that gets in the way — like cumbersome descriptions and jargon. Good salespeople inspire others to act. If you communicate skillfully, you have the strongest opportunity to have a successful sales career.
Adapted from: Leading Through Language: Choosing Words That Influence and Inspire, by Bart Egnal, president and CEO of the Humphrey Group, a communications consultancy.