7 ways to help customers understand your product

06/21/2013 | Harvard Business Review online

You probably have an incredibly thorough understanding of your company's product or service, and that can actually make it more difficult to explain to customers what you do, writes Lee LeFever. The next time you explain your product, focus on the big picture, go easy on the details, avoid condescension, make your message simple, use a story, answer the question "why" and use visuals to add clarity, he writes.

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