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These skills are needed in business, not just in IT. I would suspect that there are too many technically savvy folks who are regarded as 'tech geeks' because they don't show people skills. Technical folks have gotten good by being able to focus and 'do their trade' but sometimes to the exclusion of interacting with the people around them.

Non-technical users can understand your replies if speak in simple examples, rather than in tech jargon. They are not unteachable, just not as tech savvy.