Discovery calls are a critical part of the sales process, but far too often, salespeople unknowingly derail these conversations by using jargon their clients don’t understand. Words that feel natural to a salesperson—like “discovery” or “KPIs”—can confuse or alienate prospects, making it harder to build trust and uncover valuable insights.
The solution? Simpler, clearer language that aligns with the client’s perspective. Here are three common examples of jargon-filled phrases and better alternatives to use instead.
1. “Discovery”
Why it doesn’t work:
“Discovery” is a sales term that doesn’t mean much to clients. It sounds vague and self-serving—like the salesperson is digging for information rather than helping.
What to say instead:
“I want to better understand your business so I can offer the best solution.”
Why it works:
This phrase is straightforward and customer-focused. It explains the purpose of the conversation in terms of the client’s needs, not the salesperson’s agenda.
2. “As-Is, To-Be”
Why it doesn’t work:
This consultant-speak might make sense internally, but most clients have no idea what “As-Is, To-Be” means. It’s abstract and feels unnecessarily technical.
What to say instead:
“First, I want to understand how you’re currently doing things, then I want to understand how you’d like to do things going forward.”
Why it works:
This alternative breaks down the concept into plain language that anyone can understand. It also signals that the salesperson is interested in both the client’s current challenges and their future goals.
3. “KPIs”
Why it doesn’t work:
While “KPIs” (Key Performance Indicators) might be a familiar term in some industries, not all clients use it or understand it. It can feel like corporate-speak that puts up a barrier.
What to say instead:
“I want to understand how you measure success and what you want to achieve.”
Why it works:
This phrasing is more human and goal-oriented. It frames the conversation around outcomes that matter to the client, making it easier to establish common ground.
Key Takeaways
If you want to build trust and get better answers during discovery calls, avoid jargon and focus on clarity. Here’s why:
- Simple words are relatable. Clear, everyday language helps clients feel comfortable and understood.
- Clarity fosters trust. When clients understand your questions, they’re more likely to open up and share meaningful insights.
- Better communication leads to faster solutions. Avoiding jargon eliminates confusion, enabling you to address the client’s needs more effectively.
By ditching sales jargon and using customer-focused language, you’ll not only make your discovery calls more productive but also create a better experience for your clients.
The bottom line? Speak their language, not yours.
