John Sestina is a noted financial author and columnist. He runs a very successful financial planning firm in Columbus, OH. For years I have been listening to his podcasts and reading his articles. The best nugget I got from him is this – Keep it simple! John rails against the use of “brokerese” or financial jargon as he feels that people (clients) are fed up with being talked around, talked down to and confused. If you are not speaking a language your clients understand, they will find a broker or advisor who will.
“I hear these ads selling vocabulary development programs that promise to help you develop a Harvard vocabulary. Well, I don’t want a Harvard vocabulary – I’m not even sure I want an Ohio State vocabulary. I want to speak a language every one of my clients understands!” John Sestina
In our training we talk about a lot of complex topics and strategies. But our focus is how to best relay this information to your clients. We keep it simple. In fact, if we can’t write it on a “yellow-pad” we don’t feel it is simple enough. Get rid of the jargon and the “brokerese” in your presentations and you will find success.