You raise a good point. It took a long time for someone to impress upon me that, although I have no problem with positional calling, many people do. Different people have different strengths.
When calling for a group of beginners, I've found that things go more smoothly if I know several ways to describe an action, and use them all. "Look for the next, look away from the couple you've been dancing with, for a new person." Some people will understand that they are dancing with one couple after another and turn the right way when I say "Look for the next", some are orienting themselves relative to the other couple and find "look away from the other couple" clearer, and some do not have a strong positional sense but will look around for a new person to dance with. Different calls work best for different dancers.
Jacob