Imagine you’re sharing a great solution with someone who isn’t immersed in tech all day. They have a problem, and you’ve got a fix—but if you lead with jargon, acronyms, or feature names only your team understands, you’ll lose them fast.
The key is to dial down the technical language and focus first on the “what” and the “why” before diving into the “how.” What problem are they struggling with? What’s slowing them down or causing frustration? Once you’ve shown that you truly understand their pain points, you can explain—clearly and simply—how your solution helps.
Think of it like describing a car. You wouldn’t start with engine specs or transmission details. You’d say it gets you from point A to B quickly and comfortably. In technical sales, the same principle applies: turn complex features into practical benefits.
For example, rather than saying, “Our proprietary widget integrates seamlessly with your existing API infrastructure,” say something like, “This tool works with the systems you already use, so setup is simple and you won’t have to worry about compatibility.”
See the shift? One emphasizes complexity; the other emphasizes ease and value.
Ultimately, less is more. Clear, simple language builds more trust than a flood of technical details. When you strip away the jargon and speak directly to the problem and the solution, your message lands faster and sticks better. You’re not trying to impress with complexity—you’re aiming to connect through clarity. By focusing on what your solution does rather than how it works, you make it easier for people to see the value. The simpler the message, the stronger the impact.
