Why 'normal' communication is stopping you feeling confident with sales communication
Release Date: 02/20/2026
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In this episode Jess explores the complexities of procurement, including bids, tenders and preferred supplier agreements. If you’ve been looking at these as a shortcut to big contracts Jess shares the competitive realities of these processes and why they are rarely the 'easy win' they appear to be. With many decision makers often out of the office throughout the summer months it’s vital to prioritise the right business development activities and tighten up your sales strategy so tune in to learn why a sharp strategy in May is your best defense against a quiet July Key Topics Definitions...
info_outlineToday Jess tackles the surprisingly overlooked issue that’s stopping entrepreneurs and sales professionals from landing corporate clients: a communication gap that’s causing more trouble than you think.
Forget “mindset.” It’s all about how you communicate.
After working with thousands of entrepreneurs and professional salespeople over 18 years, Jess has noticed a universal fear: nobody wants to come across as “salesy, sleazy, or pushy.” But here’s the breakthrough - this isn’t a mindset problem, it’s a communication one. If your messaging doesn’t make it crystal clear what you do and how you help, decision-makers will tune out. Worse, they might feel “stupid” and avoid engaging altogether.
Are you making sales too complicated?
From job titles to lead generation to elevator pitches, Jess shares real examples where entrepreneurs are unintentionally alienating potential buyers:
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Job titles that sound clever but are confusing.
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Lead generation messages stuffed with buzzwords but lacking clarity.
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Elevator pitches packed with expertise but out of touch with what buyers actually care about.
The simple truth? Clarity wins. You don’t have to prove you’re the smartest person in the room - just make it easy for decision-makers to understand what you do.
Jess’s Sparkling Sales Advice:
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Wear your intellectuality subtly.
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Make your messaging accessible.
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Help buyers feel comfortable enough to ask questions and start conversations.
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If your 5-year-old godson wouldn’t get it, it’s probably too complex!
Practical Takeaways
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Simplicity Wins: Whether through your job title, outreach, or elevator pitch, keep your messaging clear.
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Make It Accessible: The best salespeople can explain complex solutions in ways anyone can understand - and that’s what builds trust and opens doors for meaningful dialogue.
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Invite Conversation, Not Intimidation: When people feel comfortable, they ask questions and engage. If you make them feel stupid, they’ll simply opt out.
Key Quotes;
Are You Making It Harder for Decision Makers to Buy? 00:10:1100:10:23
"Am I actually making it easy and simple for decision makers to buy from me, or am I unwittingly making this so much harder than it needs to be?"
Why Confusing Messaging Kills Sales 00:26:4800:27:05
"And that is a big sales problem, because when we put other people into that position where they don't understand something, A, it's impossible for them to buy anything, and B, they feel stupid. And when people feel stupid, they don't buy, right?"
The Gift of Simplicity in Sales 00:33:3200:33:51
"The most gifted salespeople are the ones who can take something that is so incredibly complex and make somebody who doesn't have that same level of technical expertise or capability understand, and understand why it's relevant to them, that is a gift."
The Power of Simplicity in Networking 00:40:1600:40:45
"It's not that I don't do all the things, it's that there is no point in saying all of the things to people who won't know what they are and won't be interested. And that's the same for you, you know. Think about the difference between all of the things that you can do and the things that actually give people the ability to have a conversation with you, that give them the ability to ask questions without feeling dumb."
Key Resources Mentioned in this Episode:
Cold & Sold Bundle: Secure your spot at Converting Corporates 2026, get a year’s inbound leads, plus access to the popular Cold to Closed course (8 sales calls in 4 weeks, anyone?) .https://smartleaderssell.thrivecart.com/cold-and-sold-bundle/
Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.
If you've enjoyed listening to 4 focus areas to smash your sales goals in the first 90 days of 2026 check out this episode.
Sales planning season is here... what do you need to consider?
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Content Disclaimer
The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.