How do you explain complex concepts to customers?

1 Know your audience

Before you start explaining anything, you need to know who you are talking to and what they care about. Do some research on their industry, company, role, and pain points. Ask them open-ended questions to understand their goals, challenges, and expectations. Tailor your explanation to their level of knowledge, interest, and language. Avoid using jargon, acronyms, or technical terms that they may not understand or appreciate. Use analogies, examples, or stories that relate to their situation or experience.

2 Simplify your message

Once you know your audience, you need to simplify your message and focus on the key points that matter to them. Don't overwhelm them with too much information or details that are irrelevant or confusing. Use a simple and logical structure to organize your explanation. Start with the big picture and then zoom in on the specific features or benefits that address their needs or solve their problems. Use visual aids, such as diagrams, charts, or screenshots, to illustrate your points and make them easier to follow. Use simple and clear language that expresses your message with confidence and clarity.

3 Engage your audience

To make your explanation more effective, you need to engage your audience and make them feel involved and interested. Don't just talk at them, but invite them to participate and ask questions. Use interactive tools, such as polls, quizzes, or demos, to demonstrate your concept and show how it works in practice. Use feedback, such as nods, smiles, or verbal cues, to check their understanding and adjust your pace or tone accordingly. Use humor, emotion, or curiosity to capture their attention and make your explanation more memorable.

4 Reinforce your value

After you explain your concept, you need to reinforce your value and show how it can help your audience achieve their desired outcomes. Summarize the main points and benefits of your concept and link them back to their goals, challenges, and expectations. Provide evidence, such as testimonials, case studies, or data, to support your claims and build credibility. Address any objections, concerns, or questions that they may have and show how you can overcome them. End with a clear and strong call to action that encourages them to take the next step or move forward with your solution.

5 Follow up

The last tip to explain complex concepts to customers is to follow up with them and make sure they have retained and understood your explanation. Send them a thank-you note, a recap of your conversation, or a relevant resource that reinforces your message and value. Ask them for feedback, suggestions, or referrals that can help you improve your explanation or expand your reach. Stay in touch with them until they are ready to make a decision or commit to your solution.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?