Radio Sales Café

Do you use jargon in your sales presentations?

Plain talk makes sales. Fancy talk makes you sound lame. - Jeffrey Gitomer

You may be using words that, while understood by your industry colleagues, mean nothing to your customers. Doing that can knock a sale off course without your even knowing it.

I recently watched an Account Executive present some online marketing ideas to an insurance agency. One of the items in his proposal was labeled "PPC", and the salesperson referred to "PPC" several times during his remarks.

Finally, the exasperated client raised his hand to stop the presentation and said, "What the heck is PPC?'"

Only then did the AE explain that “PPC” stood for "Pay Per Click" -- the text ads on Google (advertisers only pay Google when someone clicks on the ad).

The salesperson was lucky the client asked. In many cases, customers are afraid to say anything because they don't want to look stupid. The result can be a lost sale -- people won't buy what they don't understand.

It's time to scrub the jargon out of your vocabulary.  Your “inside” expressions -- the ones you use every day with co-workers and advertising agencies -- do not belong in the sales materials and you share with your direct customers.

Here are some terms your co-workers understand but your customers may not:

• Demo -- the furniture store owner doesn't have a demo. She has customers.
• DMA -- the PI attorney doesn't know what your DMA is, and doesn't care. He might be interested in how far your signal goes, or what counties you're carried in.
• "8a-10a" -- the real estate agent you're calling on doesn't get to the office at 8a -- she arrives at 8am, or 8 in the morning.
• SEO -- the insurance broker has no idea what "SEO" is, but he wants to show up higher when people are searching online.
• PPC or SEM -- same as the above. Talk about the text ads people click on when they go to Google.
  
  

Sales expert Jill Konrath put it this way:

Our goal should always be to ensure clear communications. That means we need to speak like we’re talking to normal human beings. Sometimes that’s harder than it sounds. But, by keeping things simple, we all benefit.”

Whether you’re talking to customers online, on paper or in person, ditch the jargon. Your billing will be glad you did.

-

 A version of this article originally appeared on Phil Bernstein's advertising, marketing and sales blog. For great advice on how to prepare for and conduct that first sales call, check out Phil's free Sales Call 101.

Of course we don't have carts any more, but other terms are hard to shake. PSA's, CPM & CPP (Agency-speak) repeater (transmitters), rotators, ROS and BTA.

Then there are things that vary from station to station. When I worked Spokane, "drive time" was clearly defined. here in Southern California ALL time is drive time. 

I find myself referring to bonus spots as "bones". I need to break the habit. 

But the one I hate most is "added value". If you want free stuff ask for free stuff. "Added value" makes it sound like it is an expected part of doing business. 

Remember, if you buy milk in the store you pay the marked price. In radio a rate card is considered little more than a suggestion.