Buzzwords (a.k.a. Client Decoder Ring)

Let’s talk about buzzwords—not the corporate jargon like “synergy” or “value engineering” (ugh), but the actual words your clients use when they call you for work. These are the phrases that give you insight into how a potential client thinks, talks, and values your services.

Every region, niche, and business type has its language. The trick isn’t to put words in your clients' mouths—it's to listen closely to the words they already use. Pretty soon, you’ll start to hear patterns. Some is music to your ears. Others? Red flags wrapped in a voicemail.

And that’s where our next tool comes in…

The 3-Strike Rule (Client Screening, Not Baseball)

Here’s a simple rule I use to keep myself sane: if a lead drops three questionable buzzwords—or anything that sets off your spidey-sense—pause before booking a visit. Give them a call. Ask some questions. You might just save yourself a wasted trip across town and an afternoon of “Do you guys do irrigation?”

Examples of red flags might include:

• The project is way outside your normal service area.
  
  
• It’s in a neighborhood that doesn’t typically align with your work.
  
  
• Something just feels...off. Like a sixth sense. Or the way they said, “just a quick sketch.”
  
  

Bad Buzzwords (a.k.a. Proceed with Caution)

These aren’t always dealbreakers—but they’re worth noting, especially when you hear more than one:

• “Can you just send someone out?”
  
  
• “Do you do free estimates?”
  
  
• “I’ll tell them when we meet.”
  
  
• “That’s why I’m calling you.”
  
  
• “I need someone today.”
  
  
• “Do you work Sundays?”
  
  
• “I’ve already got two estimates—you’ll be the third.”
  
  
• “I’m only available after 7 PM on Wednesdays.”
  
  
• “I don’t know what I want.”
  
  
• “A car hit my plants.”
  
  
• “The plumber said to call you.”
  
  

Each one of these might be fine on its own, but three or more? Cue your inner red alert.

Good Buzzwords (Cue the Angel Chorus)

These are the sweet nothings you want whispered into your voicemail. They usually signal that the client understands your value and is ready to engage in the process:

• “I need a design or master plan.”
  
  
• “You did work for my friend…”
  
  
• “I got your name from [trusted referral source].”
  
  
• “We’re ready to landscape our property.”
  
  
• “We just renovated our house.”
  
  
• “We put in a pool and need everything around it designed.”
  
  
• “We saw your work in [magazine, gallery, award, etc.].”
  
  
• “We just moved in and need a full plan.”
  
  
• “We love what you did at [past client’s project].”
  
  

When you hear these, that’s your cue to grab your design notebook and do a little happy dance.

Trust the Signals (and Your Gut)

Think of buzzwords like trail markers—they point you toward the clients who value your time, your expertise, and your process. They also steer you away from the “suspects” (the tire-kickers and last-minute Larrys) so you can spend more time serving real prospects.

Of course, this isn’t a perfect science. But with a bit of listening and pattern recognition, you’ll start filtering leads like a pro. Because at the end of the day, a good client isn’t just someone who cuts a check—it’s someone who respects your time, trusts your process, and makes the work fun.

And if all else fails, just remember: if they say “My cousin can do it cheaper,” you can say, “Great! Tell your cousin I said hi.”