Strong Language

In sales, the language you choose is critical. Using it well builds trust and leads to higher conversion rates. Using it poorly creates confusion and pushes customers away. The key is to speak your customer's language, not your own. When you use terms they understand, they feel you 'get' them and trust you more. Using unfamiliar jargon, technical terms, or acronyms makes you seem like an outsider, creates friction, and slows down the sale. While using your own specialized language might feel efficient to you, it often alienates buyers. Sometimes we use jargon without even realizing it because we do it so often.

People naturally trust those they perceive as part of their 'in-group'. Language – including vocabulary, slang, and even pronunciation – is a powerful signal of belonging. By adopting your customer's specific language, you tap into this dynamic, building rapport and making them more receptive.

Benefits of Using Customer Language:

• Builds Trust: Creates familiarity and comfort.

• Enhances Clarity: Ensures they understand your value.

• Improves Engagement: Encourages interaction and questions.

• Increases Conversions: Confident understanding leads to faster decisions.

Dangers of Using Unfamiliar Language:

• Causes Confusion: Jargon obscures your message.

• Alienates Buyers: Makes customers feel excluded or inadequate.

• Reduces Engagement: Leads to disinterest and lost opportunities.

• Hinders Decisions: Creates doubt and hesitation.

In short: Listen to your customers and mirror their language. Avoid your own industry jargon and internal acronyms. Clear, customer-centric communication is essential for building strong relationships and closing deals effectively.