Some of the most powerful things we can learn about our customer's business are their terminology and buzzwords. Learning and using the customer's terms can have a powerful impact, as it can give the impression that we really "get it". Conversely, not using certain buzzwords can show that we are out of the loop.

As an example, what's the difference between "uptime" and "downtime"? It could be huge. If our customer uses the term "uptime" when talking about their manufacturing objectives, we better use it too, even though we may be more comfortable with the term "downtime".

Also, knowing what the customer's acronyms stand for is a good idea. If you don't know, don't be afraid to ask. It's better to ask what "CROI", "KPI" or "IRR" stand for than it is to fake it until it's too late.