Sell In The Language Of Your Customers

Nov 29, 2012 | Brand Messaging

When your customers don’t understand the words you use, they don’t buy.

Expertise is a double-edged sword. On one side, your customers are looking for experts. They want to work with professionals that know their stuff and can solve problems. On the other side, they don’t know what you know.

One of the challenges of knowledge is we forget what we’ve learned. For example, we take 1 + 1 = 2 for granted. We learned it in preschool, and continued to build on this basic mathematical construct throughout our education. And now we assume everyone knows 1 + 1 = 2.

As professionals, we acquire far more knowledge, and learn to apply it in various situations. But explaining what you know is often harder than executing on what you know.

Experts make it understandable

One of the great differentiators between professionals is their ability to simplify and explain their expertise. They don’t “dumb it down,” rather they make it understandable.

Being an expert requires educating others. It takes sharing your knowledge in a way that connects with your customer’s level of knowledge, contextualizes it to their situation, and provides them a roadmap on how to move forward.

The ability to explain your expertise is a key way for building trust and rapport with your customers.

Speak in the language of your customers

Your customers may not be an expert in your field, but they’re an expert in their own. Communicate with them with their words.

Every industry has its own lingo. Your customers approach problems from their perspective and experience. They have a way of talking about their business, their clients and their services.

Take the time to understand the language your customers use, and adapt it to your expertise. The more you can communicate and educate your customers on their level, the more you will be perceived as an expert.

Confusion leads to indecision

Effective communication is essential for sales.

When your customers don’t get what you’re saying, they stop. They may recognize you as an expert, but if they can’t connect how you’ll help them then they won’t know how to move forward. Confusion creates an impasse.

Be ruthless in your sales pitches, value propositions and marketing messages. Strip out any jargon, phrases or examples that don’t resonate with your customers. Simplify it to the point where anyone can get it.

Simple, clear communication demonstrates expertise. And simple, clear communication drives sales.

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Jeremy Miller

Top 30 Brand Guru

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