Avoiding The Jargon Trap

Jargon has similarities to cliches, but with important differences. Cliches basically convey to a prospect or client that they are not worthy of your original individual thoughts, or you prefer to depend on words, phrases and verbal stalls like “you know”, “um”, “and ah.”

Jargon is simply a direct insult!

Just to be sure we are on the same page (see how easily jargon or cliches can creep into your communications!), a definition of jargon will usually say it is: specialized words that are unique to a specific area of mutual understanding. For our purposes that is not exactly the focus. Words such as “flash” regarding screen imprints, EQP, bleed, and PMS certainly qualify as jargon. The focus here is on communicating with your clients and prospects the Marketing & Sales part of being in the promotional products media industry.

Often you find words or phrases that sound so good, clever, or professional in your own mind, that are actually received as completely opposite to your prospect! To further complicate things, the prospect may not consciously or immediately feel the negative impact, but it will have a lasting effect. 

What are these magic words that can destroy a great pitch to a prospective client? Let's start with my personal favorite. I have coached salespeople from the automobile showroom floor, to sellers of in-home music lessons- never (never!) say “let me be honest with you” or any variation of that. What you are actually saying is that everything else you have said was a lie. To bring strong focus don’t whisper "honestly", instead say “this is really important” or “keep this in mind.”

A phrase that became widely recognized as a dodge to avoid giving clear and informative answers to appropriate questions is “circle back.”  In a sales environment you come across as being evasive or not having the information needed to properly answer a question. A better way to respond is “let me get the most accurate information for you” or “I’ll gather that info and call you as soon as I get back to my office” or any other comfortable way to let the prospect know that you are working in their best interest.

After checking what sales trainers say on their websites regarding the curriculum of the training they offer, the term “pain points” always show up. It is pure jargon that they think sounds clever and professional. What is actually accomplished is that the conversation takes on a totally negative atmosphere. Your client/prospect may resent that you assume they have pain points! The phrase has been used so often that it reaches the level of cliche. The next sales meeting killer is “problem solver” for all the same reasons.

“Hi - I’m here to solve your problems” is likely one of the worst ways to start a conversation. Telling a business operator that they don’t know how to run their business and that they need you to fix the problems sounds really bad when you analyze what is being conveyed in the phrase “problem solver.”

Adding to the pretentious statement that you believe there are problems or pain points, you have no way of knowing if there are any or what they might be. I always ask, “What is the most important thing you are working on right now?” Once the client/prospect lets me know, I am able to demonstrate a way to assist using the power of promotional products media. 

The last word on my top 5 don’t say list is “objection.” Learning to overcome objections in sales training is a fine place to toss that word around, sales meetings are not. Never ask a client what their objection is. That word carries too much negative energy. “Did I answer all your questions”, “Is there anything else we should cover” are much better ways to wrap up a sales meeting.