The places I shop, I frequent regularly (the lumber yard, the hardware store, the sporting goods store, the atv store.)  What I’ve noticed is they all have something in common; when I enter, they call me by name.  Now, I’m not sure whether they do that because I’m in there all the time, or whether I’m in there all the time because they do it.  But the net result is the same.  I feel at home in those stores.  Those people are my friends.  They’re not trying to sell me something, they’re helping me buy something.  There’s a difference. . . 

In startup businesses, we look for ways to add value to the business, market our products and services, and generally move the business forward in ways that don’t cost money (which we always seem to be short of.)  This is one of those ways.  It’s a simple matter to ask someone’s name when you’ve noticed them in your store a few times, then call them by name when you see them again.  Everyone (except, perhaps, celebrities) wants to be recognized and be called by name.  

Here’s an example of what I’m talking about.  For awhile there I was buying new snowmobiles every year at a local shop.  I was spending nearly $20,000 a year on new sleds.  I bought from the same guy every year for several years in a row and he still didn’t have a clue who I was.  So out of frustration, I went across town to see what his competitor had to offer.  On my first visit to the other shop, the salesman asked my name.  On subsequent visits he called me by name and seemed genuinely happy that I’d come in.  Where do you think I spent my money from then on?  Same product, same price, same atmosphere, same same.  The only difference is one place treated me like family the other like a stranger.  Nobody wants to be a stranger.

You’ll know you’ve arrived when you go out to dinner and see someone from the lumber yard who calls you by name.  It’s easier to remember names in context (meaning when your customer comes into your store,) but change the context and it’s harder.  I was out to dinner awhile back and I saw the salesman I deal with when I buy hardwood lumber.  “Hi, Allan,”  He said.  “What are you guys up to??”  We chatted for a minute and he left to find his party.  The people I was dining with said, “Who is that?”  When I told them it was my contact from the lumber yard, the comment was, “You must buy way too much lumber.”   Of course that’s not the case (as far as you know.)  It’s simply that I choose to buy where people treat me like family.

What’s in a name?  More than you can count.  It’s an absolutely free way to generate more business, make more contacts, and be more successful.  If you’re one of those people who says, “Oh, I’m not good with names.”  I say that’s a crock.  You have chosen not to be good.  If you’re life depended on remembering peoples’ names, you’d remember every one.  In this case, the life of your business may depend on remembering peoples’ names.  Set aside the excuses and get with it.  It’s a small price to pay for the loyalty you’ll generate.