One of the phrases that you can use to greatly improve your reputation in the client’s eyes is, “what that means is…” No matter what business your are in, you know the lingo, the vocabulary of your business, and when you are with colleagues, feel free to use it as much as you like.
But when you’re with a client or prospect, you need to explain as much as possible, unless the prospect already has some knowledge. For example, if you are in retail, you may know what the word “shrinkage” means. Often it’s used as a euphemism for inventory reduction through theft, either internal or external. But not everyone in retail knows the term, or they may have some other word for it, like “theft,” for instance.
If your prospect uses an industry term, and you know what it means, by all means use it in your conversation. Just watch for those puzzled looks or blank stares that tell you that you lost them somewhere, and slow down, choose your words, and get back on track.
Rob Wallis is The Marketing Outsider, a speaker, author, and consultant who helps business owners increase their profitability by improving their visibility. Contact him at The Wallis Group