Here's an old story from the insurance industry:

Vendor: "Customers want claims paid in a timely and efficient manner."
Customer: "I want my car fixed."

Customers don't care about insurance claims and appraisals; those are the tasks that the insurance company process mandates. The customer's goal is to be driving a repaired car.

When you talk about your products, are you focused on the buyer's goals or are you still focused on the vendor's prerequisite tasks? Are you using the buyer's language or using industry's jargon?