Why Simplifying the Conversation Is a Competitive Advantage
Early in my Sales Engineering career, I thought complexity made me sound smart.
The more technical depth I showed, the more impressive I assumed I’d be.
So I explained everything: frameworks, integrations, backend processes, roadmaps…
But what I didn’t realize back then?
Clients don’t want to be impressed. They want to be understood.
And most of the time, they’re drowning in noise—dozens of tools, vendors, opinions, and priorities all competing for attention.
So when you’re the one who makes things make sense?
That’s when they start to trust you.
The Gift of Clarity
There’s a moment in almost every client conversation where things start to drift.
Maybe they’re overwhelmed by vendor fatigue.
Maybe internal politics are muddying priorities.
Maybe the last SE buried them in jargon.
This is your moment to do something rare:
Bring clarity. Simplify the conversation. Reframe the problem.
When you can distill the noise into something clean and actionable—
“Here’s what I’m hearing.”
“Here’s what’s in your control.”
“Here’s what a successful path forward might look like.”
—you become more than just a product expert.
You become a decision-making partner.
Complexity Isn’t the Point. Understanding Is.
I’m not saying you should dumb things down.
Clients are smart. They just don’t always live and breathe your product the way you do.
If you overload them with acronyms, architecture diagrams, or five-step solution paths, you’re not proving your value—you’re making it harder for them to say “yes.”
Instead:
- Break down how your solution connects to their workflows.
- Use examples from their environment.
- Ask yourself, “Would this make sense to someone outside my company?”
The more clearly you communicate value, the more likely your client is to buy in—and stay bought in.
Clarity Builds Trust (and Influence)
Here’s what happens when you start bringing clarity:
- Clients start looping you in earlier—before final decisions are made.
- You become the person they forward internal docs to for a second opinion.
- They quote you when they make the case to their leadership team.
In a sea of vendors who speak in buzzwords and caveats, the one who speaks plainly and confidently stands out.
Because clarity doesn’t just reduce friction.
It builds influence.
My Clarity Litmus Test (In Progress)
I’ve recently started thinking more about how I communicate value—not just what I’m saying, but how clear I’m being.
While writing this blog, I came across a tip that I haven’t been able to stop thinking about:
“If you can’t explain the value of what you’re presenting in one sentence, you’re probably not ready to present it.”
So I’m trying something new:
Before client meetings or demos, I’m taking a moment to write out one simple sentence that answers,
“What’s the real value of what I’m about to share?”
It’s not always easy. But when I can write it clearly, I feel more confident going into the conversation—and I know I’m focused on what matters most to the client.
It’s not a rule I’ve mastered yet.
But I’m going to keep practicing.
Because clarity isn’t just a gift to the client—it’s a gut check for me, too.
✨ Bonus Tip: I’m Trying the “One-Sentence Rule”
While writing this blog, I came across a simple idea:
If you can’t explain the value of what you’re presenting in one (maybe two) sentence, you’re probably not ready to pitch it.
It hit a nerve—in a good way.
So I’m going to start experimenting with what I’m calling the One-Sentence Rule before client conversations or demos.
The goal is to write out a single, clear sentence that answers:
“What’s the actual value of what I’m about to show them?”
Not the features.
Not the product name.
Just a plain, client-centered takeaway.
“This will cut down on their triage time by showing them where issues cluster.”
“This helps their CISO see risk trends without sitting in on every call.”
“This makes it easier for their team to decide what’s urgent—fast.”
I’ll be honest: I haven’t done this previously. But I’m excited to start.
Because the better we get at clarity, the easier we make it for clients to say “yes”—and actually mean it.
🚀 Coming Up Next…
In Blog #6 of the Trusted Advisor series, we’ll talk about the importance of aligning with your client’s success metrics—not just your KPIs.
Because real advisors don’t just chase the deal. They support the bigger win.
