Tuesday, April 3, 2012

Words Mean Things

I must have said that phrase to the sales people working with me a thousand times. Words like “Synchronize”, “Cloud”, “Real-time”, and “Unlimited”. These words have a dictionary definition as well as common usage. It is important to define the techno babble words you use with your prospects and clients so they understand what you mean.

If you say to your clients, “you get unlimited data.” When you mean, you get a lot of data until you are in the top 5% of data users in your area, they may disagree with you. They may even feel you have violated your contract with them and they may even sue you. Just ask AT&T. Story here.

So the point of my blog today is not to slam AT&T. I am an AT&T customer and I’m generally happy with their service. My point is to show how words have meanings that can get you in trouble keeping a happy client. If you say you get unlimited data, but that isn’t “technically” what you mean, stop. Explain until they understand.

If your prospects can’t understand you, it is hard for them to buy from you, and even harder to not blame you if there is an issue.

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