A question people ask
Why don't customers understand our product?
Because they are not buying a product. They are buying a solved problem, and you are describing the parts.
Technical companies standardise their offering, which is good work. Then the internal labels become the language of quotes, presentations and websites. The customer gets a specification when they wanted an outcome.
A solution is product plus the services around it: your consulting, delivery, support. That combination is your DNA, and it is usually what competitors can't copy.
Keep the standardisation. Change the language: quote and present the problem you solve, not the parts you ship.
Read the longer article: You sell products. Your customer wants a solution.