While speaking with a group of sales professionals recently, the conversation turned to the critical role of language in sales. Some of the younger team members shared a common challenge: buyers often struggle to understand the technical terminology and buzzwords used in product demonstrations. This communication gap can become a significant barrier to building trust and closing deals.
This brought to mind the story of James Watt, the innovator behind the modern steam engine. In the 18th century, Watt faced a similar problem. He had a powerful new invention but struggled to explain its capabilities in terms people could understand. His solution? Horsepower.
Watt calculated that one horse could lift 550 pounds one foot in one second. That became the definition of one horsepower—a relatable, simple measure that helped bridge the knowledge gap and sparked the Industrial Revolution. Fittingly, the modern unit of electrical power is the watt, named in his honor.
Fast Forward to Today: The Digital Parallel
In today’s digital economy, we face a similar challenge. As technology grows more complex, the language used to describe it can alienate the very people it is meant to serve. But just as Watt turned a complex concept into an accessible term, modern tools like artificial intelligence and cloud-based applications can do the same for today’s businesses.
Here are five powerful tools that help sales teams communicate more clearly:
Zoho CRM with Zia: Uses AI to analyze interactions and recommend the right follow-up messaging and tone based on customer behavior.
Grammarly Business: Ensures written communication is professional, grammatically correct, and clear—helping teams tailor their message to different buyer personas.
Gong: Records and analyzes sales calls to surface where technical language or jargon is causing confusion, enabling better coaching and messaging clarity.
Crayon: Provides real-time competitive insights and market language trends to help sales teams position products in a relatable and timely way.
Highspot: Offers AI-powered content recommendations aligned with each stage of the buyer journey, so teams always use language and materials that resonate.
Bridging the Gap with Technology
When businesses use AI to analyze customer interactions and adapt their language in real time, they create more meaningful connections. Cloud-based applications ensure that messaging is consistent, accessible, and adaptable across teams and regions.
Conclusion
James Watt understood that innovation alone is not enough—people must understand its value. In the same spirit, modern businesses must ensure their messaging resonates. By combining clear, relatable language with the precision of AI and the reach of cloud platforms, sales teams can build trust faster, communicate more clearly, and drive greater success.
To learn how Sperto Consulting can help your organization streamline operations through automation and AI, contact us today.