Are You Speaking The Right Language?
Recently, I noticed a truck in my neighbourhood with interesting words in vinyl lettering on the back, such as, for example, Demag, Yale, Coffing and Jet. At first, I was puzzled. What do all these words mean? I realized that, when looking at the side of the vehicle, the words were probably brand names for products or parts in the crane industry. 
This sparked thoughts for me about how many times I struggle to understand what people are telling me in industries outside my area of expertise. Have you ever had an accountant tell you something in their technical language that didn’t make any sense? Or a lawyer share details with you that were incomprehensible? Or a computer technician or programmer shed light on a problem in a language far beyond your scope?
As an expert in a specific field, you likely have industry “lingo” you share with colleagues and peers. Yet, this language can be intimidating or create a disconnection between you and your customers or prospects. Let’s face it, we want to remove any barriers or objections to the purchasing process.
As a long-time marketing strategist, I prefer to move far away from industry-specific lingo as I want to ensure that what I am saying is understood and received clearly. For me, the connection between me and the person I am sharing with is the most important. Inclusivity makes for a more synchronized and open dialogue.
Whether you are selling sofas, fireplaces, complex software solutions, or financial products and services, if your messages are not comprehended properly and blank faces are prominent, you know it’s time to step away from industry jargon and embrace a less complex way of sharing information.
Moreover, it’s common for people to feel uncomfortable admitting they don’t understand what you are saying so be sure to ask them if they need clarification.
What is your option on this subject?
good post – i know when i don’t understand something – sometimes i feel shy about admitting it to someone and i’m sure others do too… and i’ll later try to figure or look it up for myself…. i really like it when folk stop me to say… please tell me in plain language… plus slow down…
also… when i’m teaching someone something… i find they can only take in so much in one session because they hit overload…
So true. It is easy to get maxed out. Especially when learning something new. Thanks for your insights.
I recently attended a workshop on social networking where the instructor faced the front of the room sitting at his computer and showed us what to do on a screen. He spoke for about an hour on a topic I would love to have learned about but could not comprehend anything past, “log in to your account”. About half way through the lesson, I looked around to see if anyone else felt as lost as I did. We all had glassy eyed vacant Stepford faces. Had he turned around and noticed he could have connected with us and perhaps his message would have changed to something we could understand. Not only where the words beyond us but he was also oblivious. Giving us an opportunity to ask questions would have been nice too.
I still got something out of it though: Pay attention to when I teach: connect, take some time to say it three ways and listen to the learner! Always a lesson to be learned!
Kim, you raise some good points. Thanks for sharing your experience.