By Kelley Robertson
A few weeks ago the company responsible for our lawn care sent a quotation for the upcoming season's work. One level of program included the following: Beneficial nematodes in the spring and fall. Beneficial nematodes? What the heck is that? So, I called the company and asked them to tell me about that treatment and found out that it was grub control.
My immediate thought was, "Then why not say that?"
However, it is interesting how often this occurs in the sales process. Too many people use terminology, jargon, or phrases that mean absolutely nothing to their prospect or customer. In some cases, people will ask for clarification but why put them in this position?
Industry jargon or terminology should only be used when dealing with someone who understands and is familiar with it. And in most cases, it should be avoided altogether. The best sales people know how to clearly present their ideas and get their message across in simple terms.
What does this mean for you? During your next sales call or face-to-face meeting, make sure you speak the language of your customer and that you don't speak in code.
Have a productive and profitable week!
Kelley Robertson
59 Seconds to Sales Success
Fearless Selling
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Executive Speech Coach, Business presentation tips from George Torok, the Speech Coach for Executives.
A few days ago I got a flyer in the mailbox with the headline FORCED PIANO LIQUIDATION. So far so good.
ReplyDeleteThen they got really silly with jargon. The next lines said;" Textron Financial is terminating all piano flooring. To avoid penalties and high interest rates, Utah's Largest Piano Dealer is forced to sell all grand, upright, digital and player pianos floored with Textron."
I doubt that many potential customers will have a clue that "piano flooring" apparently is jargon for dealer financing which covers wholesale costs of keeping inventory on display.
If it does not benefit the customer, why is it in the ad?