A key part of effective Intelligent Marketing is adopting the vocabulary and language of your customers, using words, phrases and terms that your potential customers use themselves.  What you might call developing your buyer vocabulary: speak as they speak.  Use a language familiar and comfortable to the customers you are selling to.

We’re all guilty of talking our own version of gobbledygook, strange acronyms, balderdash, bunkum, gibberish, twaddle, verbiage or mumbo jumbo, so it’s important to remember to use your buyer vocabulary.  Too many companies fill their communications with incomprehensible jargon, technicalities and acronyms.  Studies have proven time and again that customers prefer simple, clear messaging that they understand.

Many of us will admit to using business jargon in our work environment and us marketers are as guilty as any of this.  Some view the use of jargon as a means of impressing colleagues, clients or prospects, but the reality is that it often leads to misunderstandings.  Clear communication in your sales and marketing activities is what’s needed.

There’s plenty of business jargon we’d like to leave behind, and it’s not just reserved for large corporations, you’re just as likely to hear cringe jargon in smaller firms too.  Every industry sector, product or service potentially comes with its own jargon, so use it appropriately, and run the risk of derailing and undermining your sales efforts.

Use the right language to get the right reaction

Don’t assume that using jargon will impress your customers or prospects.  The chances are all you’ll achieve is confusion or worse alienate them, before they realise how much value your business has to offer.  There’s no point trying to use long or clever words just for the sake of it as using inappropriate jargon will effectively put up a barrier.  Often people won’t speak up if they don’t understand, for fear of looking foolish.  Aside from miscommunication, many people simply find business jargon plain irritating,

In sales, the right language often leads to the right reaction.  Use the right words, and your prospects will begin to see the benefits of your product or service and how what you offer adds real value. Use the wrong words, and you’ll find it harder to close deals.

Acceptable use of specialist language is good

There may be some contexts in which the use of jargon is acceptable.  Of course, there’s no problem in using it internally as long as explanations are consistent, but don’t let it spill over into conversations with customers and prospects as this can become dangerous.  Industry-specific terminology is terrific, but only among those in the know.

The software development industry is rife with impenetrable phrases such as ‘agile and iterative, sprint and scrum for example. But it is important to remember that ‘us outsiders’ are unlikely to know what you’re talking about when you slip into technical terminology.  Despite this warning, don’t let it stop you from using your buyer vocabulary.  The most important objective is for your prospects to see they can work with you, you understand their business, and above all you can deliver results and value.

Clear communication will improve your sales

Whoever you are communicating with staff or customers, it is vital to be understood. Clear language should feature in all your communications and publications, from sending emails, creating marketing brochures to website copy, advertising and even text messaging.

Business big and small need to understand the language of their target market.  Never assume because it’s clear to you, it’s clear to your prospects and customers.

Why is all this so important?  It’s because the selling process always starts as a linguistic engagement before it becomes a financial transaction.  Good language speeds up the transition.  Bad language does the exact opposite and very bad language prevents the transition from ever happening.

Don’t let language be the barrier to your next sale.  If you need some help, you know where to find us hello@intelligentmarketing.uk.com