Understanding Small Business Talk: Is Corporate Jargon Missing the Mark?

Speaking Corporate Language to Small Business Owners: Lost in Translation?

The Great Divide: Corporate Vs. Mom and Pop

Imagine going to your favorite local coffee shop on a sunny morning. As you walk toward the counter to order your daily muffins and fresh orange juice, you're instantly embraced by the familiar warmth, a friendly conversations, and the irresistible scent of cinnamon-rolls (my fav) in the air. As you approach the counter, and the friendly barista, with whom you've shared countless morning greetings, suddenly says, 'through our end-to-end fresh juice assortment, we're adopting a comprehensive approach, drawing on natural harmonization, leading to a peak vitamin-rich consumption experience.'

You blink 👀, taken aback, and think.. wtf 

Isn't this the same place where you just ask for a 'chocolate muffin and fresh orange juice'?

Welcome to the world of corporate speak in a small business setting!

Corporate language is molded by big organizations to sound more formal, structured, and often, more complex. Small businesses, on the other hand, thrive on personal relationships, trust, and direct communication.

When we consider my world of Financial Services Consultants, especially those working with Small to Medium Enterprises (SMEs) as clients, this disconnect becomes even more visible.

While Financial Consultants are trained to think in terms of 'scalable solutions,' 'revenue streams,' and "capital allocations,' their small business clients might be more concerned with not getting in trouble with the tax authorities, making payroll, finding new customers, or keeping the lights on.

Corporate language, born in the towering skyscrapers of metropolitan centers, is carefully crafted, with layers of formality, precision, and sophistication. It's a language sculpted by endless boardroom meetings, PowerPoint presentations, and investor calls.

On the contrary, small businesses, the heartbeats of local communities, resonate with authenticity. Their language is shaped by personal stories, handshakes 🫱🏾🫲🏻over counter tops, and the age-old principles of trust and mutual respect. Actually, it never gets old.

The Art of Speaking Without Jargon

So how can Consultants and Advisors bridge these two worlds? How can you ensure your services resonate with the local coffee shop just as effectively as they would with a multinational conglomerate?

The answer lies in understanding, showing empathy, and the art of effective communication.

Corporate jargon is like a secret handshake. It works well when everyone knows it. Outside of that circle, it can create walls. 

Now instead of saying "We aim to utilize innovative strategies to drive robust revenue streams," try saying "We want to use new methods to make more money."

One Size Doesn’t Fit All: Tailor Your Talk

Remember, small business owners are experts in their field BUT may not be familiar with corporate terminologies.

A small bakery owner may not know what "B2B" or "ROI" means. (yup they do not! And that says nothing about them - it simply says something about your inability to speak to someone in their language.

Therefore, instead of saying "Your B2B partnerships can increase your ROI," you might say, "Collaborating with other businesses can help you earn more money."

Emphasizing the Human Element

Corporate talks tend to be data-centric, often overshadowing the personal touch. Small businesses thrive on personal stories, genuine connections, and shared experiences. 

So now instead of presenting a "quarterly analysis on customer acquisition trends," share stories about "how Mrs. Ishmara loved the new blueberry muffin and brought her entire book club to the coffee shop."

Listen Actively, Speak Responsively

Conversations aren't just about transmitting; they're about receiving. Listen to the concerns, stories, and feedback from small business owners and respond in a way that addresses their unique needs and perspectives.

Meeting Halfway: When Business Cultures Collide

Bridging the gap between corporate and small business communications is a two-way street. While corporates, like myself, should ditch the jargon, small business owners can also benefit from understanding some corporate strategies and applying them where fitting.

Tips for the Corporate Giants

1. Simplicity is Elegance: Use direct language. Avoid jargon and buzzwords. Explain concepts when necessary.

2. Be Genuine: Authenticity goes a long way. Small business owners can sense when they're being given a "pitch" versus a genuine offer of assistance or partnership.

3. Stay Curious: Ask questions and be genuinely interested in the answers. This helps in understanding the needs of small businesses better.

4. Adaptability: Recognize that every business, big or small, is different. Being flexible and adaptable in your communication approach is vital.

5. Practice Empathy: Put yourself in their shoes. Understanding their struggles and successes makes for more fruitful conversations.

In a world full of corporate skyscrapers and small-town cafes, effective communication is the bridge that brings everyone onto common ground. The next time you step into a small business setting, remember: it's less about speaking and more about connecting!

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If you're a small to medium size business owner searching for methods to make your business run smoother and grow faster, reach out and let's explore how we can help. 

🤝 Together, we can unlock your business's full potential and pave the way for a prosperous future. Book a call and let’s chat about it. Your next level of success awaits!