“Names have power.” —Rick
Riordam, American author
If there is a field of study that creates few, if any,
millionaires it is, “anthroponomy” which analyzes the names of human
beings. I have not personally met an
anthroponomics practitioner. But I know person’s name is significant and has
the power to shape and influence their life.
I'm not sure if I am the only person that likes his or her
name. But I am proud of my name. My name is straightforward and short; not a
name that invokes celebrity.
Knowing your name gives a business the ability to
personalize the seller/buyer relationship. Personalization occurs in several
ways. Knowing your customer buying habits and addressing them by name are only
two of the ways but critical ways.
Recently I made a reservation with a local car dealer to
have my car serviced on a Friday morning at 9:00, I showed up at 8:55. My motto
(borrowed from the Army) is: To be early
is to be on time; to be on time is to be late, and to be late is
non-acceptable.”
The service representative, greeted me with, “How can I
help? WOW! How can I help? Really? You have a computer that shows I will be
here at 9:00 a.m. with my 2015 car for the 12,000-mile service and the updating
of two recall notices.
I’m sitting in my 2015 silver Ford Escape looking at you.
It's 8:55 a.m. If you had taken the time to look at your daily schedule, you
would know who I am and why I am here. I know it is early, but you set the
time. A great greeting would have been, “Good morning Mr. Nalls, I see you’re
right on time, and we’re ready to update those two recalls and service your
Escape. Have you had any problems with the vehicle?”
What makes this a great greeting?
1. The greeting,
“Good Morning” is positive and friendly.
2. Using my name
tells me you know who I am as a person and not just a customer.
3. “I see you’re
right on time” acknowledge my punctuality and tells me that you appreciate me
being on time.
4. “We’re ready,”
signals you expected me and the service would be prompt and timely.
5. “Have you had
any problems,” shows interest and concern. You want me to be satisfied with my
Ford Escape.
You know my VIN, but not my name. Like most people, my name
is important to me, and when someone uses it, it helps bridge the gap between
us. If you’re in business, and I’m buying your product or services, calling me
by name sounds like a relationship.
While my photo isn’t on any of my credit cards all of them,
have my name. I hand my card to a cashier, they scan it, hand it back along
with the receipt. I say, “thank you,” and they wait on the next customer. They
had my credit card, with my name on it, and never once said, “Thank you, Mr.
Nalls, we appreciate your business.
To be fair, there are employees in the "zone" with
their customers. I had my computer serviced yesterday. The company does all the
work using the internet to “look” at my computer. Once they determine the
problem, they fix it. Well, this morning I got up, and the new router they had
connected for me wasn’t working properly. I call them. Before I explained my
problem, I said, I’m sorry to have to call you back but.” The service tech
interrupted me and said, “No, Mr. Nalls you don’t need to apologize, YOU ARE
THE REASON I HAVE A JOB!
So, I think about these three experiences, all three employees
have my name, but only one of them called me by name. People have a name for a
reason: for others to recognize us.
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