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Life Health > Running Your Business

The Perils of Speaking in Jargon

By Kelley Robertson

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The ALZ Platinum 1700 is an outstanding product. It is equipped with the Xenol Power Booster and Sky-Top Infrared scanning system. Plus, our patented XLT cooling system has also been integrated into the existing refractory circulator.

Huh? Did you understand this? Neither did I.

It’s not uncommon for sales people to use industry jargon or techno-babble during a sales conversation. This is akin to speaking in tongues or communicating in a foreign language, because most people you deal will not be familiar with your industry jargon. As a result, they can’t understand how they will benefit from the product you recommend.

The best salespeople discuss their products and services in terms that each customer will understand. Although this sounds easy, many sales people find it difficult to execute.

During a recent sales training workshop, a participant stated that his customers needed to hear the name of each feature of his product. When asked why, he replied, “So they know why my products are better than my competitors.’ ”

Reciting the names of your products or its features does not communicate to your customers why they are different or better than your competitors’. Explaining how they impact or affect your customer in easily accessible terms does.

Make it easy for your prospect to understand the value of your solution and avoid speaking in tongues.

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Kelley Robertson helps sales professionals master their sales conversations so they can win more business at higher profits. Get a free copy of “100 Ways to Increase Your Sales” and “Sales Blunders That Cost You Money” at http://www.Fearless-Selling.ca.

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