Use Their Name
In the last Sales Insight we talked about doing something different to set yourself apart from the competition. We also have an understanding that achieving and maintaining a high level of customer service is vital in the field of sales. For that reason I would like to discuss an aspect of customer service that is simple but often overlooked, use the customer’s name.
People love to hear their name being used since nothing is more personal than the use of someone’s name. Obviously to call them by name, you must find out what it is. The easiest way to do this is to offer your name first, for instance, “Hi, my name is Brad.” Usually people will respond by giving you their name and you can proceed from there. You must make sure you use the name that they give you. For example, if they say, “Hi, my name is Joseph,” make sure you use the name Joseph, do not shorten it to Joe. Remember there is nothing more personal than someone’s name and if you shorten it or change it, you run a very high risk of insulting the customer and losing his or her business.
What are the advantages to using a customer’s name? The answers are numerous but all are important and can give you an edge over your competition. The obvious advantage is most likely, that your competitor down the street is not using their name. In a market that is so close and competitive, no advantage is too small. Another advantage is the potential for repeat sales. As we have talked about before, the livelihood of any professional salesperson is repeat sales. A customer, whom you made feel “special” when they bought from you, is more likely to return and buy from you again and there is no easier way to make a customer feel “special” than by using their name. A less talked about advantage is the idea that by using their name you begin to break down the inherent fear that some people feel towards salespeople. If a customer feels like they are entering into a conversation, rather than a sales pitch about the product they may buy, then your odds for making that sale will increase. One word of caution; do not overuse their name as it can come across as sounding fake and contrived if used too much and you then defeat your purpose.
Take advantage of this simple customer service technique and you will notice an increase in sales and repeat sales.
FINAO - Brad Huisken - President, IAS Training
