You have customers that will not admit to knowing something (ignorance is a bit too harsh a word) and therefore when you ask them “do know what a WYSIWIG HTML editor is?” they will just go along with the flow and reply definitively “Yes”, leave the meeting and then look elsewhere.

On the flip side there are those customers that have had buzzwords planted in their mind and if they don’t hear them during a sales pitch regardless of your explaination, carity etc sometimes will fail to be impressed.

CUSTOMER: “I want a CMS system that will have automated RSS feeds, with a WYSIWIG HTML editor and easy page taxonomy, SEO friendly markup language, with easy user call to action and a blog.”

In this case a little bit of knowledge can be a dangerous thing.

As you state empathy and positioning yourself as a coach is key. The ideal would be to replace the buzzwords with English.

You have customers that will not admit to knowing something (ignorance is a bit too harsh a word) and therefore when you ask them “do know what a WYSIWIG HTML editor is?” they will just go along with the flow and reply definitively “Yes”, leave the meeting and then look elsewhere.

On the flip side there are those customers that have had buzzwords planted in their mind and if they don’t hear them during a sales pitch regardless of your explaination, carity etc sometimes will fail to be impressed.

CUSTOMER: “I want a CMS system that will have automated RSS feeds, with a WYSIWIG HTML editor and easy page taxonomy, SEO friendly markup language, with easy user call to action and a blog.”

In this case a little bit of knowledge can be a dangerous thing.

As you state empathy and positioning yourself as a coach is key. The ideal would be to replace the buzzwords with English.