One of the worst things you can do is use your language when talking to prospects and clients. I’ve never heard anyone outside of the financial services industry say they’re worried about their asset management strategies. In fact, outsiders don’t even know what that means.

And therein lies the problem. While you think using your industry jargon demonstrates your expertise, and makes you look and sound professional, what it really does is it puts a barrier between you and the prospect/client. They aren’t sure what you’re talking about so they aren’t sure if you understand what they’re talking about.

This confusion leads to distrust and a lack of confidence in you. The very thing you don’t want to happen. Instead of bringing you closer it’s pushing you apart. Now industry jargon isn’t all bad.

In fact, industry jargon used appropriately in small doses is a fantastic thing. As long as the jargon pertains to the prospect/client. When you know, understand, and use the jargon they use it makes you one of them.

They feel like you understand them. It builds their trust in you and enhances your relationship. So, save your industry jargon for your peers and use the prospect/clients jargon in your marketing communications and selling conversations.

This entry was posted on Thursday, February 28th, 2008 at 6:00 am and is filed under coaching. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.