As salespeople, we have just one job.

Make sure that our potential customers understand the solution/product we are selling them to.

But more than a few salespeople I've spoken to over the years tend to complicate things with industry-specific jargon and abbreviations that no one except them understands.

Yes, big words sound cool. Makes us look good. 

But that doesn't help your customer understand what you are selling and that's where most sales conversations drop off, customers do not understand what your product does.

In the words of Dave Gerhardt, " Be the friend who takes time and explains things to you with examples that you can relate to"