The short answer
Thank them, drop every technical word and try again in one or two sentences with an everyday example from their world. Then check: “Does that make more sense?” If it still does not, ask what part is unclear.
The example exchanges on this page use a seller offering cybersecurity monitoring to the owner of a family-run accountancy practice.
What they actually say
The words change; the objection doesn’t. All of these belong on this page:
- “Could you explain that more simply?”
- “Sorry, I didn’t follow that.”
- “In plain English?”
- “What does that actually mean?”
- “You’ve lost me.”
What it usually means
Almost always it means exactly what it says: the explanation did not land.
Too much jargon
Terms that are normal in your industry mean nothing to them.
How to tell: They repeat a word back to you as a question.
Too much at once
Several ideas in one breath.
How to tell: “Hang on, which bit…?”
Not connected to them
They understand the words but not why it matters.
How to tell: “Right, but what does that mean for us?”
Prevent it earlier in the call
The best answer to this objection is usually given before it is raised.
Practise the plain version
Say your explanation to someone outside your industry.
Check early
Pause after the first idea and ask whether it made sense.
The core move
Whatever style you sell in, the skeleton is the same.
Thank them
“Good call. I went into jargon there.” Never make them feel slow.
Drop the technical words
Replace every term with what it does.
Use one everyday example
Something from their world.
Keep it to two sentences
Short beats complete.
Check understanding
“Does that make more sense?” or “Which part should I go over?”
How each style handles it
The selling styles in Coach agree on the skeleton and disagree on almost everything else: tone, pace, and how hard to push. Here is the same objection through four of them.
Ethical / Consultative
Ethical / Consultative takes responsibility for the confusion and re-explains with care.
Example
BuyerSorry, could you explain that more simply?
SellerOf course, that was too technical. Put simply: we watch your computers overnight and ring you if someone’s trying to get in.
BuyerLike a burglar alarm?
SellerExactly like that, for your computers.
Why it works. Taking the blame keeps the buyer comfortable asking again.
Where it breaks. Do not over-apologise. One acknowledgement is enough.
Question-Led Discovery
Question-Led Discovery finds out what the buyer already knows and builds from there.
Example
BuyerYou’ve lost me.
SellerMy fault. What do you have in place for computer security at the moment?
BuyerAntivirus, I think.
SellerRight. Antivirus is the lock on the door; we’re the alarm that tells you someone’s trying it.
Why it works. Anchoring to what they already have makes the new idea easy to place.
Where it breaks. Do not quiz them. One question, then explain.
Calm Authority
Calm Authority simplifies without fuss.
Example
BuyerIn plain English?
SellerWe spot break-ins early and tell you.
BuyerThat’s it?
SellerThat’s the heart of it. The rest is how.
Why it works. A very short answer shows you know the subject well enough to simplify it.
Where it breaks. Too short can sound flippant. Offer to go into the how if they want.
Tonality First
Tonality-First slows the pace and softens the tone so the buyer feels at ease.
Example
BuyerWhat does that actually mean?
Seller(slower) Let me put it another way. If someone tries to break into your systems at night, we notice and call you.
BuyerOkay, that I understand.
SellerGood. Is that something you’ve worried about?
Why it works. A slower, warmer delivery signals patience, not frustration.
Where it breaks. Slower should not become patronising. Keep it natural.
Mistakes to avoid
Repeating the same explanation louder
The words were the problem, not the volume.
Adding more detail
More information makes it harder, not easier.
Showing impatience
A sigh or “as I said” ends the conversation.
Oversimplifying into something untrue
Simple must still be accurate.
When to stop
If they still do not follow after two tries, suggest a short visual walk-through or send a plain one-page summary, and agree a time to talk it through.
Practise it with Selly
Reading about an objection and answering one out loud are different skills. Three short reps:
Rep 1: the two-sentence version
Choose Ethical / Consultative. When asked to simplify, re-explain in two sentences with no jargon.
Rep 2: anchor to what they have
Choose Question-Led Discovery. Ask what they use now and explain in relation to it.
Rep 3: slow down
Choose Tonality-First. Re-explain at a slower, calmer pace and check understanding.
What Selly scores: Selly scores whether your second explanation was shorter, plainer and checked with the buyer. Repeating the same words scores low. Simplifying into a false claim fails the call outright.
Questions
Is it bad if a buyer asks this?
No. It means they are still engaged. The bad sign is silence.
Should I use analogies?
Yes, if they are accurate. Everyday comparisons help most.
How do I avoid it next time?
Practise the plain version aloud before calls, and check understanding after the first idea.