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.

About the author, Carm Capriotto, AAP

Carm is the founder and host of the Remarkable Results Radio Podcast and the pioneer of automotive aftermarket podcasts. Carm calls on his years of experience in the aftermarket to bring engaging stories from his guests.

Listen to raw, unfiltered, honest, and sincere stories that include insights, trends, best practices, and expertise. Each interview brings an opportunity to learn one new thing through the stories of personal achievement. Many podcast guests tell their story of transformation from working in their business to working on it.

As host of over 1,000 episodes, Carm uses his enthusiasm and passion for the aftermarket especially the service sector to take his listeners on a journey showcasing successful service professionals’ paths to Remarkable Results. He also enjoys interviews with aftermarket industry thought leaders who bring their industry perspectives to his listener.

Follow the podcast on your favorite podcast listening app and always listen to learn just one thing!