Buyers want to do business with someone who is genuine and human -- not someone who relies on empty words to make themselves sound smarter or more impressive.
Research also shows people are less likely to believe a statement using abstract language than one using concrete language.
In other words, reps who rely on buzzwords seem less trustworthy. If they want prospects to believe them, salespeople should be as straightforward as possible.
How to Cut Out Buzzwords and Jargon
Kicking the buzzword habit can be tough. When you hear a word or phrase over and over again, it tends to sneak into your own speech -- but using a lot of jargon is a classic sales email mistake.
The first step is recognizing which words and phrases to eliminate. Next time you’re about to say or type one of the items on this list, ask yourself how you’d communicate the same idea to a young child who doesn’t know any idioms.
Here’s an email rewritten without jargon.
Answers to Your Questions
Great talking to you last week. You raised some questions I wanted to circle back on.
Can your team leverage our platform to interface with APAC customers? I’ve talked to our product team and they’re confident the tool will support that use case.
Do we have the bandwidth to dedicate a full-time account manager to your team? Although we’re currently firing on all cylinders, I’m happy to run this request up the flagpole to see if it’s feasible. Will touch base as soon as I have more info.
Let me know if you have any other questions. We can also sync up during the demo call on Tuesday.
Answers to Your Questions
Great talking to you last week. Here are the answers to your questions:
Can your team use our platform for APAC customers? Our product team says that’s no issue.
Can we give you a full-time account manager? My manager is looking into this. I should have an answer by Friday.
If you have more questions, I’m happy to answer them over email or during the demo call on Tuesday.
First, think like an editor and cut every word that doesn’t add meaning to your explanation.
“If a word or phrase doesn’t deliver specific details, it’s probably not making much of an impact,” Parker explains. “Consider replacing or omitting it.”
Second, Parker recommends giving examples. Rather than saying your company “has a solid track record,” tell your prospect about the typical results your clients see.
When You Should Use Jargon
Salespeople shouldn’t cut out “corporate speak” entirely. Using industry- or vertical-specific terms will help them prove their expertise and experience to buyers.
For instance, I recently listened to a call between a rep and the CEO of an artisanal coffee company. The salesperson mentioned the coffee’s “roast profile,” which immediately changed the tone of the conversation. The CEO had seemed pretty distracted. After the rep demonstrated her knowledge of the coffee space, however, he was eager to talk.
There are two different approaches to learning a prospect’s language, depending on the rep’s selling situation.
If they’re working solely with one industry, salespeople should subscribe to that industry’s publications, attend its events, network with its experts, and read relevant books.
If they’re working with buyers in multiple verticals and need to quickly get up to speed, reps can visit their prospects’ websites, read their email newsletters, see what executives post on LinkedIn and Twitter, and look for the most popular industry websites and note which terms come up.
It can also be helpful to search “[industry] + jargon,” “[industry] + terminology,” and “[industry] + common phrases.”
Reps should be careful not to use any terminology they don’t fully understand. Prospects will quickly lose confidence in a salesperson who bungles a basic term.
The Ultimate List of Buzzwords and Jargon to Avoid
Push the envelope
Get our ducks in a row
Take it offline
Boil the ocean
Get down to brass tacks
Move the needle
Put it on the back burner
Cast a wide net
Raise the bar
Move up the value chain
Run it up the flagpole
Put boots on the ground
Spend calories doing X
Flex your [design, creative, analytical, etc.] muscle
Take a step back
Circle the wagons
Punt (an idea)
Peel the onion
Build it from the ground up
Window of opportunity
Many moving parts
Cut and dry
Your prospects don’t have the desire to translate a buzzword-laden explanation or email into plain English. Not only do clichés and jargon harm your credibility, they also sap your prospects’ patience and make your message less effective. Unless you’re using industry-specific jargon (correctly), try to eliminate the words and phrases that kill your sales emails.
Originally published Nov 7, 2016 8:30:00 AM, updated July 28 2017