GPI 036 – Do not use industry terms when trying to reach customers; you will turn them off — talk the customers’ language.

Talk to your buyer or customer in his own words. Do not bring up your industry terms to impress your customer. He does not have time to be impressed and does not care. If you insist on confusing him and using terms few people know, he will go elsewhere.

Your buyer wants to know what you are going to do in simple easy to understand terms that he follows the first time you have his attention. Do not drive him away. You might as well speak another language. Drop the insider terminology regardless of how good you are at speaking that language among your peers. Speak in simple terms about your great product or service and the benefits he will enjoy. If that item needs service, tell him it is easy to be repaired with your firm, not to worry about the details and that your company will fix everything. Assure him he does not need to be an expert; this is the reason you are there.

Examples of Terminology overload:

1. Do not talk about vacuum sweeper horsepower, discuss ease of cleaning.
2. Do not try to discuss the power load required for an AC unit. Talk about how soon they will have cool air in the house.
3. Do not refer to IRS rules and regulations when preparing tax returns. Simply request documents needed and discuss when the refund will arrive in their bank account net your fee.
4. Do not attempt to explain why the garage door opener is not working or why the door stalls. Just tell the homeowner the repair cost and time repaired.