Attention Client Advocates: Stop Sounding Like a Technician: Translate, Don’t Transfer

There’s a difference between sharing information and creating understanding—and too often, we confuse the two.

Service advisors hear the technician’s diagnosis and pass it along word-for-word. That’s transfer. But clients don’t think in technical terms. They need translation.

Transfer vs. Translation

Transfer:
 “Your EVAP vent solenoid has failed.”

Translation:
 “There’s a part that controls fuel vapor in your vehicle. It’s not sealing properly, which is why your check engine light is on.”

Same issue. Different outcome.

One talks at the client. The other helps them understand.

Your Role: Clarify, Don’t Impress

You’re not there to sound technical—you’re there to be clear.

Clients make decisions based on: Clarity, Confidence and Trust. Not jargon.

A Simple Framework

Use this every time:

  1. What is it? (plain language)

  2. Why does it matter? (safety, reliability, cost)

  3. What if they wait? (real consequences)

  4. What’s next? (clear recommendation)

The Bottom Line

Technicians diagnose the problem.  You translate the impact. Don’t just repeat what was written—reshape it so the client can act on it. AI tools can even help you practice and refine your communication.

Final Thought

Before you speak, ask yourself:

  • Am I transferring information… or translating it?

  • Because the best shops don’t explain more.

  • They’re simply understood better.

NOTE: Part of our Declaration ‘The Rise of the Specialist’ there is a list of important in-shop phrases and potential new ones that will help in a better understanding for your client.  Find your copy of ‘The Rise’ HERE.