Avoid Jargon and Speak Like A Human
So speak like a human. That’s what sets you apart from a bot. Relate to the audience and the audience will relate to you. Really listen and react like a human. It will work wonders for your business.
You know that person that comes to the dinner party with all of their jokes and stories pre-planned? They don’t care what is going to happen at the dinner, they have their witticisms queued and ready to go. Most of us have come in contact with people who look right at you with a level of insincerity that seems a mask, avoiding all actual connection. It makes us uncomfortable and does not instill confidence.
No one enjoys the company of a smooth operator who talks in catchphrases. You can smell the insincerity a mile away and it leaves a film of fatigue. That’s the last kind of impression that you want to make on anyone, whether in a meeting or in advertising or on your website.
You know that person that comes to the dinner party with all of their jokes and stories pre-planned? They don’t care what is going to happen at the dinner, they have their witticisms queued and ready to go. Most of us have come in contact with people who look right at you with a level of insincerity that seems a mask, avoiding all actual connection. It makes us uncomfortable and does not instill confidence.
No one enjoys the company of a smooth operator who talks in catchphrases. You can smell the insincerity a mile away and it leaves a film of fatigue. That’s the last kind of impression that you want to make on anyone, whether in a meeting or in advertising or on your website.
Though jargon can be tempting for its catchiness, it's an important cliché to avoid. As a business, your focus should be customer-centric and sincere. Communications should be tailored to the needs of the customer’s goals and at the level of your audience's understanding. There’s nothing like jargon to take the focus off of the unique needs of the customer and put squarely on the insincerity of the salesperson.
Business and commerce are about relationships. The relationship between the service provider or product and the customer. Trust is the key ingredient in every successful partnership and your partnership with your customers—whether strategic or transactional—is your business itself. If you want a healthy business you need to have an honest and supportive relationship with your customers or constituents.
So speak like a human. That’s what sets you apart from a bot. Relate to the audience and the audience will relate to you. Really listen and react like a human. It will work wonders.
Top 5 ways to avoid jargon...
5. Be careful of the overzealous up-sell.
It can be tempting to try and sell when you see the opportunity but proceed with empathy. All up-selling should be done with the customer's true best interests in mind, and a respect for the scope of their budget and desired outcomes. This works for cross-selling and product add-ons as much as for services. If you take good care of your clients today, they will likely be back tomorrow. If you have something that will genuinely help, and it's within their capabilities and budget, go ahead and make the offer with sincerity and without jargon. That is a win-win! And, that's the goal.
4. Be your authentic self.
It's one thing to use words and acronyms that have true meaning and help to define prescribed infrastructure or functionality (caution: see #2, above) . But, we've all observed situations where someone's using jargon out of context. Big words that are irrelevant (or undefined) don't make them seem smarter. Quite the opposite. Additionally, it's OK to call in an expert. You don't have to know it all. In fact, being a convener with a trusted network is very powerful!
3. Don't behave competitively.
Business is really not a competition. If you are being sincere about your unique offering, and it’s unique advantages, it will be clear to the client. You don't need to prove yourself competitively and with jargon, if you're unique. And, sometimes, your competition can become a vendor or even a partner, and vis-à-vis.
2. Don’t talk over your customer's heads.
Condescension is a real turn-off. Help your clients and prospective customers understand from a lay person’s perspective or in terms that work best for them. Be their guide. Don’t use acronyms that are specific to your company ’s culture without explaining them and their relevance first. Remember, you client is human.
1. Take the time to really listen.
Consider what your customer or prospective client is communicating to you, and take the time to and fully understand before responding. When you really understand their question, need, or business challenge, you can give them a real answer. It’s OK to keep asking questions until you fully understand what their needs or concerns are.