Don't confuse customers or prospects with overuse of industry acronyms.
Every industry has its own set of words, acronyms and codes thatserve as verbal shorthand. Some of this jargon is fairlywell-known, but most of it isn't. For example, most people knowthat a "spot" on television means a short commercialmessage. But how many know what a "donut" means inTV-language? (It's a commercial message where the beginning andend remain the same from showing to showing but the middle--thehole in the donut--is changed frequently.) Your industry has itsown jargon, too.
It's important to identify your specialized terms and makesure your prospect understands them. Be especially careful ofacronyms--those collections of initials that are taking over ourlanguage. For instance: "We are offering you only Bb+ rated orbetter NYC GO's, so your 1099 will be very simple." Thismay be perfectly clear to a stockbroker or an accountant, but whatdoes it mean to you and me--or the prospect?
Excerpted from Creative Selling: Boost your B2B sales