It’s not the customer’s responsibility to learn the language. The communicator is responsible for the clarity of the message. If language is a stumbling block, it is one the communicator should overcome. In other words, the party getting paid.

When we come in with solutions, we speak in acronyms and concepts that are familiar to us. The parties we communicate to do not feel the same way. If you want to sell tourism, sell it in the language of the tourist, if you offer consulting services, do so in the vernacular of the client, if you offer products, explain them in terms of what they mean in the life of the client, not the technical jargon that makes the product possible.

Most of the issues we experience in sales is not adding value, but translating it.

Persnickety Prints

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