Jonathan London, author of The Entrepreneur's Guide to Selling, tells how how he learned (the hard way) that being impressive in your sales pitch isn't always effective.

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We'd just come out with a new word processor with some really great features, including distributed logic, hard drives that were soft–sectored and stored more information, had asynchronous and bi-synchronous communications, CP-M for running PC applications and more.

I was jazzed and called a law firm I'd been trying to sell. They gave me the appointment and I when we got together, I began to tell them all of these things, assuming they understood.

They were very polite and told me to call back in a few weeks. When I did, my contact told me that it was the most confusing presentation they'd ever seen and they didn't have a clue what I was talking about.

It was a tough lesson to learn, but after that I never used internal or industry language that my prospects didn't understand. And, to extend that learning, if you want to use those words to impress them, make sure they know what you're talking about.

To learn more about Jonathan London, visit IPG Training.