The buzz of buzz words

Does buzz words work during the sales process? If I say that our solution implements SOA, does that make someone buy the stuff? Well, first, I believe that all buzz words that become common in a field, like SOA, becomes so widely used that it finally doesn´t mean anything or that it mean everything. Also, it treat the person not into buzz words feel like an idiot, not knowing the word.
In the other case, the buzz word is not common and then it really doesn't mean anything to the buyer. And again, he's made to look like a fool. People doesn't like feeling like fools. Treat customers with respect, avoid buzz words. And explain instead how the system/solution would work with their processes. And if they are into buzz words, they might connect the dots and think, hey, that's SOA. But then it's their choice.