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Close More Sales: Make good use of the customer’s name

by Roger Brooksbank

People enjoy hearing the sound of their own name because it is distinctly personal. Indeed, in an increasingly impersonal world, perhaps it’s true to say that, in business these days, using someone’s name, remembering it and getting it right is more important than ever before. Certainly when all is said and done, people do business with people, not departments, companies or markets! Think for a moment about the way the use of someone’s name can actually change the feel of a question. For example, consider the difference between a question phrased like this:

Now let me ask you, when do you think…

and one phrased like this:

Now Jim, let me ask you, when do you think…

There’s only a little word change, but there’s a big difference in the feel of the way the question is being asked, wouldn’t you agree? This is why it is so important to pay special attention to making good use of the customer’s name by developing the following habits:

When meeting someone for the first time, listen carefully to their name and make a note of it. If it is an unusual name, check to see that you have got it right and, if necessary, ask them to spell it out for you. Remember, getting someone’s name wrong is far worse than not using it at all! Then, as soon as it is appropriate to do so, ask if you can call them by their first name. Make a point of using it to personalise the rest of the conversation and as a means of helping to build a friendly rapport between you.



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