Remember when you were in elementary school and you wanted to use “big” words?
There are still people functioning on that level in business and government.
As an enterprise coach, I see the barriers companies place in their own ways
by using puffed up language. My recommendation to all my clients, from
corporations to sole proprietors, is to speak in ““plain English.”
The objective of communications is to create a channel for exchange. When we
speak in jargon, techno-speak, we put the listener at a disadvantage. In
fact, people within the same organization won’t share the same training like
the CMO (chief marketing officer) may not have a research background, and
may come from the creative side. Consider your listener before peppering
the presentation with, what ‘’ve coined, ““See-I-Know-the-Game™” approach.
Just describe your services clearly so that anyone would understand. Of
course, you can list products you use to achieve outcomes. They would be
your ““buzz”” (such as SAS/SPSS) as long as you explain what they are. The
prospect may or may not understand the words and wouldn’’t want to appear
foolish to you by asking for definition.
TIP: Depending on the project, I encourage you to include a glossary of terms
based on what is used in the project. You will be respected and appreciated
for your thoughtfulness. Your credibility will jump up, too.
The attention you want is not winner of the spelling bee, but for the prospect to trust you.
Consider what can you do personally to put the prospect at ease?
What words can you convey that solicit empathy from the prospect?
What do prospects REALLY look for?
Prospects want to be secure in knowing that you will help them to achieve
results and make them look good.
Here’s a point to practice: Use inclusive language like “we”
From a sales and marketing perspective, when you engage a prospect, your
passion for your work will serve you best. Elevator speeches are contrived.
My recommendation is to select three high points you are passionate about
and develop three sentences to describe each one.
That way you’re never at a loss for words!
I’d enjoy hearing about your experiences. Good luck.