People want to do business with people they like, trust … and understand. 

It’s not enough just to be likeable and trustworthy. You also have to communicate to your customers in plain English. 

Because even if they think you’re the most likeable and trustworthy person in the world, if they can’t understand you, they’ll eventually lose patience with you, and move on to a rival who they do understand. 

That’s why you need to make an effort to speak to your customers in English that is so simple, even a 10-year-old could understand it. 

If you confuse, you lose.