By Audrey Pierson

In the security industry, we deal with a lot of specialized terms, abbreviations, and technical lingo; PIRs, RMR, AHJs, POTS lines, Z-Wave, among a litany of others. Amongst professionals, this shorthand helps us communicate efficiently. But when we use these same terms with prospective customers, we risk creating confusion, eroding trust, and even losing the sale.

Many sales reps and technicians use industry jargon without realizing that the average customer doesn’t know what it means. And even if they’ve heard the term before, they may not feel confident enough to ask what it means. That creates a communication gap that leaves the prospect feeling uncertain, excluded, or even embarrassed. None of those emotions help close a deal.

Instead, when speaking with prospects, whether homeowners or business decision-makers, we must prioritize clarity. It’s not about “dumbing it down.” It’s about making the conversation accessible, respectful, and easy to follow. When customers understand what we’re offering, how it works, and why it matters, they’re far more likely to buy.

Ditch the Acronyms
Acronyms are one of the most common culprits of creating a communication barrier. In our world, they’re second nature. But to someone outside the industry, they can sound like alphabet soup. Imagine telling a prospect, “We’ll monitor your system via a dual-path communicator over IP and cellular, and you’ll get alerts through our app using AES encryption.” That’s a lot of big words packed into one sentence and most of them may not mean much to the person listening.

Instead, try this: “If something triggers your alarm, the system will send a signal using both your internet and cellular network to make sure it always gets through. Then you’ll get a notification on your phone and our central station will respond right away.”

This version explains the function and benefit in plain English. And that’s what the customer cares about: “Will it work when I need it? Will I know what’s happening? Will someone respond?”

Focus on Outcomes, Not Tech Specs
It’s easy to get caught up in product features, but prospects are more interested in what those features do for them. They don’t need to know that the motion detector has a 110-degree field of view or a 35-foot range. They need to know that “If someone walks into this room when the system is armed, we’ll know about it immediately.”

Similarly, a business owner doesn’t need a crash course in camera resolution formats. They need to hear, “You’ll be able to see what’s happening clearly – day or night – whether you’re in the office or halfway across the country.”

When we translate features into benefits using language the customer understands, we create a connection. We’re not showing off our knowledge; we’re demonstrating how we solve their problems.

Respect Builds Trust
Some reps worry that using simpler language will make them sound less professional. But in truth, simplifying your message shows respect for the person you’re speaking with. It tells them, “I’m here to help, not to impress you with how much I know.”

The best communicators, across every industry, are the ones who can take something complex and explain it in a way that makes the listener feel smart, not confused.

Clear communication builds trust. It shows that you understand your product and your customer. It makes people feel safe saying “yes.”

Practical Tips for Clearer Conversations
Here are a few tips to keep your communication clear and customer-friendly:

• Avoid acronyms and abbreviations unless you explain them. Instead of saying “RMR,” say “the monthly amount you’d pay for monitoring and service.”
• Test your explanations. After describing something, ask, “Does that make sense?” or “Have you heard of that before?”
• Use analogies. Comparing a security system to something familiar (like insurance or a seatbelt) helps customers grasp the value more quickly.
• Practice with a friend or family member. Try explaining a product to someone outside the industry and get feedback on what was confusing.

We’re in the business of protection. But before we can protect people, we have to connect with them. That starts with using words they understand. When you speak clearly, you show that you’re not just a security expert, you’re someone they can trust to help protect what matters most.

ABOUT THE AUTHOR
Audrey Pierson is a seasoned expert with 35 years in the electronic security industry. She helps security sales teams and alarm dealers/integrators achieve top-tier results through her Security Sales Academy, offering online training and live coaching. Audrey also provides expert supervision via her Virtual Security Sales Manager program, equips new hires through the Security Industry QuickStartprogram as well as many other training opportunities.

Contact: www.audreypierson.com, 831-277-7447, audrey@audreypierson.com.

Source: snnonline.com