The Tribune

By Deidre Bastian

In this technology-driven world, every entrepreneur can appreciate the influence of a website, advertisement design or other hi-tech service to enhance the growth of their business. But even though explaining a business requirement may seem electrifying, can all clients understand the puzzling techie terminologies from an advertisement or technical agent? Maybe, but then again, maybe not.

Knowing how to successfully uphold a ‘techie conversation’ with a ‘not-so-techie client’ is a paramount skill that most design or technical professionals should possess if they want to keep the cheques coming in.

When working in a complex and intimidating industry, it is a relief to find people who can understand effortlessly and will not obfuscate logic. As a skilled graphic designer and marketing official, I am quite aware of this challenge when attempting to simplify technical matters for customers.

Sometimes we have a tendency to overwhelm customers with technical jargon, but learning how to carry out a conversation with a ‘non-techy’ client, friend or neighbour is a crucial skill that all professionals should own. In fact, one of my landmarks is to always remain fluent and never ‘over-think’ an explanation too much, as it keeps the exchange simple and artless.

I’m not perfect in this regard, but I do make every effort possible to watch my lingo when consulting customers, as it is so easy to get lost in technical acronyms and related ‘geek speak’.

Among the questions that every so often get tossed my way are those directed at “Un-attractive business Ads, boring logos, slow computers, hard drive and RAM differentiation etc, etc.?” While I know very well how to babble an exchange with another techie, bringing the dialogue down to the level of the average Joe is sometimes another matter.

If you are prone to whipping out the ‘Einstein’ when you talk, perhaps it is best to assume by default that each customer knows little about such technical topics unless you have had previous experience with them. The ‘geek talk’ has its place, so be guided by these points when dealing with non-techy clients:

Avoid jargon: What may be commonplace terminology to you may sound like Klingon to your clients. When someone asks you to explain something and you answer with 100 unfamiliar words, you are not really helping them.

Go fishing: Ensure you balance the playing field, meaning that if you are unsure, ask questions. The feedback will determine whether or not you have explained effectively. For example, if you are in the web design industry, you might ask your client: “Hey, what is your preferred web browser?” or “What operating system do you use?”

Use analogies: It helps to use analogies, but do so sparingly, otherwise it will appear that you’re overly dumbing things down.

Reflect on your last doctor or dentist appointment. If he/she used unfamiliar medical terms, that is not good. But when they slowed down, and provided a good explanation in plain English using diagrams, the communication was more effective. This is what we need to do as technical officials. Slow down, provide examples and talk in familiar terms.

Speak results, not process: I do not know of any other logical approach to this point. However, your clients do not want to know the details of your work; just the results and how soon you will be able to deliver.

In other words, do not discuss step-by-step research or demonstrate how gifted you are at making the cow double flip over the moon. Illustrate what is in it for their business. If you talk in terms of results, they will be inclined to keep listening.

Additional resources: Utilise links to outside sources such as websites, PDF reports, videos or presentations that can better explain the concepts to your client or colleague.

Use visuals: Ever noticed how the best presentations have more graphics than text? It may be a clich�, but a picture truly paints a thousand words. If you convey an idea via sketches or visuals, the message will be understood effortlessly.

Case studies: If you are proposing new hardware or software tools, it is best to illustrate how they have helped similar businesses or individuals in the past.

Be patient or pretend to be: It is hard enough for clients trying to grasp technical concepts for the first time, so expect to be asked many obvious questions, or for it to be repeated again. Behave as if you are always willing to answer any question.

Writing: Non-Tech-Savvy people prefer everything in writing. They are not ‘slow’, but this allows them to re-read at their own pace and become familiar with the terminology or even research the topic later.

You may be eager to impress your clients with your vast amount of knowledge, which is admirable but, if they do not understand or do not have a clue, then all effort is lost. Try to think of the doctor analogy I mentioned earlier when explaining a concept. Slow down, provide examples and talk in familiar terms.

Oh, and just in case you didn’t know: The PMS acronyms means Pantone Matching System . So until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game!

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Ms Bastian is a professionally trained graphic designer who has qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.