Sellers want to sell a solution. For that, they like to speak “Seller-ese”.
The “Seller-ese” dictionary is mostly comprised of words about features and benefits, curated by marketing.
On there other end, buyers like to speak “Buyer-ese”.
The “Buyer-ese” dictionary has almost no “Seller-ese” words.
That’s because buyers are initially not interested in buying a solution, but rather an understanding of her own needs, expressed in their own language–“Buyer-ese”.
What matters to buyers is their own needs. They think they know what they are, but in fact, they all crave a new perspective on that.
Buyers don’t buy the best solution or product around. They buy the solution that they understand the best and from the sellers that seem to understand their needs the best.
This applies to anything, from staple products to new ideas and from software to peace negotiations.
Whose responsibility is it to adapt to the other language?
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