“Our product is the best in the industry. Why don’t more people see that?”
Sound familiar?
It’s the kind of question that’s probably surfaced in your boardroom, on the plant floor and across your sales team, often without a clear answer.
The instinct is to double down on specs and features in the hope they’ll speak for themselves.
But according to Christian Amato, President of CMA, technical brilliance alone rarely closes deals. In fact, one of the quickest ways to stall or lose a sale is to overwhelm decision-makers with jargon.
“If you confuse a prospect with a lot of terminology, regardless of industry, you’ll just add clutter to their thought process,” Amato says. “Keep it simple so you don’t talk yourself out of a yes.”
An overly complex pitch can lead prospects down a research rabbit hole, stalling decisions and risking the deal. The solution isn’t to avoid technical details. It’s to preempt confusion. That’s why the ability to translate complex ideas into clear, outcome-driven narratives is strategic to your bottom line.
“Once you confuse a client and they have to go to a resource to do their own research, you’ve lost the ability to educate them—and you’ve lost their trust,” Amato says. “It’s important to make it easy for your audience to say yes right away. It’s a skill that can close more sales”
With the increased use and growth of AI research tools, the possibility of receiving contradictory answers due to external factors, such as incorrect prompts, can destroy the trust built within seconds.
Below are some web-based marketing strategies for how executives can sell their vision, simplify their language and make complex products sell at the highest levels.
How Executives Can Present Their Solutions in Plain Language
Amato says there are proven tactics to keeping your prospects engaged and your message clear from the first word to the close with digital marketing. Below are a few suggestions:
- Open with desired outcomes. Start with a single, results-focused statement — faster production times, reduced operating costs, higher returns, better compliance — before explaining how your product or service works.
- Attach benefits to features. For every capability or feature, follow with “…so you can…” to tie it back to impact. When pitching CMA, for example, Amato doesn’t say, “We use predictive analytics.” He says, “We help you spot market shifts sooner and act before competitors do.”
- Show the proof. Present easy-to-understand, before-and-after visuals, live demos and other key performance metrics, all of which help prospects picture your solution in action and understand its value.
- Set comprehension checkpoints. After each key point, confirm the prospect understands. If someone outside your industry can explain your value back to you, your message works.
- Adapt to the industry. Every sector has its language, priorities and limits. Speak to it. For instance, in manufacturing, buyers respond to measurable production gains, operational efficiency and target market results. In banking and financial services, confidence depends on precision and regulatory compliance, so avoid language that overpromises or risks credibility.
- Practice this principle: Use clear, concise language with everyday vocabulary so your message is persuasive and lands with the target audience.
Bottom line: Clarity builds confidence. When prospects clearly see the value you bring — in their terms — you turn conversations into contracts.
What to Look for in a Digital Marketing Agency
For CEOs, CFOs, and other senior leaders, the stakes are high: multi-million-dollar investments, complex technology integrations, and long-term strategic shifts. If your team or vendors can’t clearly explain how a proposal supports your goals, that’s a red flag.
When the message is buried in jargon, urgency evaporates. Instead of moving forward, prospects pause to “do more research,” delaying decisions and giving competitors an opening. Every delay risks a lost deal.
The good news: Agencies can help.
But only if you pick the right one.
Amato says many executives come to CMA after disappointing experiences with other agencies. A common reason? A lack of education and transparency. Too often, agencies dazzle with jargon, win the contract and then track success in metrics that don’t match the client’s priorities—impressions instead of conversions, clicks instead of revenue.
When results fall short, trust erodes.
The fix, says Amato, is to work with an agency that both executes and educates.
“No CEO or executive wants to be left in the dark,” Amato says. “Even those who don’t want to handle the day-to-day details want enough clarity to ask the right questions and guide the work. Agencies must demonstrate a clear connection between their work and the client’s objectives.”
Why Clear Communication Wins
In an era where AI can generate answers in seconds and data is everywhere, access to information is no longer the differentiator. It’s the ability to interpret, simplify and apply it effectively.
Amato’s advice boils down to a simple truth: reduce the client’s homework, don’t increase it.
Research consistently shows that prospects who quickly understand the “what” and “why” behind a proposal are more likely to say yes—and say it faster.
For C-suite leaders, that means clear, results-oriented communication from your teams and modeling it yourself. Whether you’re selling a product, service or vision, focus on the benefits, not the technical features, because that’s what prospects care about most.
CMA can show you how. Let’s talk. Your consultation call could be the first step toward turning technical expertise into measurable results.