Adam Horne, Specialist in Managed Services Sales at Hays, shares his thoughts on how jargon can be harmful to sales in the IT industry. An expert in all aspects of the managed services sales markets, he would be happy to hear from anyone interested in this post by email or on LinkedIn.
All industries will have their own terminologies, acronyms and jargon. However, the IT industry has always been a particularly serious offender and as technology becomes more sophisticated, the amount of jargon is increasing. Even worse, there is sometimes a perception that including a lot of jargon in a sales pitch will make the salesperson sound intelligent and impressive to the potential client.
In reality, jargon is unlikely to impress the potential client. It is likely to make them feel excluded, embarrassed or bored. Jargon can create a barrier between the salesperson and the potential client rather than developing a relationship, which should be the salesperson’s aim. Rather than asking questions and seeking to understand the technology, the potential client is likely to simply switch off.
Even if the salesperson is able to make the sale, if they do not include the client in the process and help them to understand what their company can offer them, they will not be able to offer the client the best solution. While the salesperson will have the best understanding of the service, the client will have the best understanding of their business needs. Salespeople should work with the client to ensure they understand the service, and both parties should work together to develop the best solution for the business, which the client will want and value.
How can you ensure that jargon does not become a barrier between you and a potential client?
