Use their words

Prospects and clients use words that they have attached a certain meaning to. These words bring to their mind a certain picture and a certain emotion. These words are powerful, and capturing and using their words ensures that you connect with their meaning and the emotion it elicits.

Listen carefully for the language that your prospects and clients use and capture their word choices. Use their word choices in your conversations and presentations.

If their word choices are meaningful, and they are, then adopt them as your language in your presentations and your proposals. Use their words to explain your ideas.