Does your business use jargon?

By jargon I mean slang for terms that only people in your industry or business understand.

Many years ago (the early 80’s) we were buying our first computer for our business. I went into this computer store and a young man approached me and started using every word of jargon he knew. After a couple of minutes of this I looked at him and asked; ‘Would you be interested in speaking English now?’ It was my way of saying I don’t understand one word that you’ve said. He didn’t get my message, so within a short time I turned around and walked out of the store. Sadly for the store owner he lost the sale. Sadly for the young man he missed an opportunity to be more customer focused.

The computer industry is not the only one to use a lot of jargon that can confuse potential clients. As David Ogilvy who was widely called as “The Father of Advertising” and was the owner of an advertising agency said “Our business is infested with idiots who try to impress by using pretentious jargon.”

What can you do to make your customer feel appreciated and understand you when they come to your business?