Watch Your Language

Simplifying Your Communication with Clients in Professional Services

Summary: Clear and effective communication is crucial in professional services, yet many firms struggle with using client-centric language. Throughout this article, we'll explore why simplifying language is essential, reasons why many firms fail in this area, strategies for improving client communication, and the benefits of adopting a client-focused communication approach. By improving their communication, firms can build trust, foster better client relationships, and position themselves as trusted advisors.  

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The Challenge of Industry Jargon and Recognizing the Knowledge Gap  

Imagine sitting down with your accountant to do your taxes. They start throwing around terms like split accruals, IFRS, and contra-equity. For someone in the accounting world, these terms are second nature. But for you, they might as well be in another language. The same scenario plays out in legal consultations, business advising, and countless other professional interactions. Industry-specific jargon can leave clients feeling overwhelmed and disconnected.  

Understanding that there is often a significant knowledge gap between you and your clients is crucial for effective communication. Remember, you were once new to your industry's lingo. Practice empathy by putting yourself in your client's shoes. How would you feel if you were bombarded with unfamiliar terms?  

Why Most Firms Are Not Doing This  

Beyond a natural knowledge gap, there are other reasons firms struggle with aligning their language to the client's level. Which are you guilty of?  

• Comprehensiveness: They try to convey everything which overwhelms the client. (We, at CX Pilots, have been guilty of this and are working on it ourselves.)  

• Unawareness: They don't realize what they don't know and use industry language without understanding its impact.  

• Insecurity: They use complex terminology to prove their expertise.  

• Avoiding Questions: They think more information will prevent questions, but it often leads to confusion.  

Strategies and Practical Tips for Simplifying Language: Keep things CLEAR  

1. Communicate Simply:  

• Replace complex terms with simple, everyday language.  

• Provide relatable analogies, especially analogies from the client's world.  

• Keep sentences short and to the point.  

2. Listen and Learn:  

• Regularly ask clients if they understand the terms being used.  

• Invite newcomer employees to provide feedback since they likely match the client's understanding level.  

• Encourage questions and clarify any points of confusion.  

• Frequently check for understanding and invite questions.  

3. Enhance with Visuals:  

• Use infographics, diagrams, step-by-step guides, and flowcharts to accompany verbal or written content.  

4. Assess with AI:  

• Lean on AI tools like Hemingway Editor and Grammarly to assess content readability.  

• Use AI personas to test how different clients might perceive the information.  

5. Regularly Evaluate:  

• Limit speaking time: Never speak for more than two minutes without pausing to check for understanding.  

• Summarize key points regularly during discussions to ensure the client is following.  

• Be patient: Give clients time to process information and formulate their questions.  

Benefits of Using Client-Centric Language  

• Building Trust: Clear communication fosters trust. Clients who understand what you're saying are more likely to trust your expertise.  

• Encouraging Questions: When clients feel comfortable with the language used, they are more likely to ask questions, leading to better outcomes.  

• Opportunities for Cross-Selling and Upselling: When clients fully understand the value of your services, they are more open to additional offerings.  

• Becoming a Trusted Advisor: Simplified language positions you as a partner who prioritizes the client's understanding and success.  

Evaluate Your Recent Client Interactions

How well do you think you communicated on the clients' level? Did you seek feedback and check for understanding, or did you overwhelm them with complex terms? Consider the strategies above and reflect on how you can simplify your language to enhance clarity and trust.  

The success of your communication depends on how well it is understood, so keep things CLEAR.

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