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.
4 Responses
Mark Sorenson
October 23rd, 2008 at 12:32 pm
1Sometimes I try this effect in the reverse. I try to remember the names of the people who are at the places I frequent. I find that the results are the same.
Recently, our intramural volleyball team won our division II tournament. We played about 15 or more matches and they were all reffed by the same referees. I made it a point to remember their names and call them by their name when I saw them. “Hey Brandon. How are you doing?” I would say.
At first they would be a little weirded out that I would make such a point to call them by name, but in the end, they anticipated it and each learned my name in return.
I’m not saying that we won the tournament because I remembered the referees names. We won because we played better than the other teams. You can read some lessons I learned on that team here: http://marksorenson.blogspot.com/2008/10/volleyball-lesson-learned.html
What I am saying though is that if there were close calls on the court, I knew that the refs respected our team because we knew each others names, and I rested assured that each game was called fairly.
Mark Sorenson
October 23rd, 2008 at 12:45 pm
2I try to apply the reverse of this principal and find that the similar outcomes result in trying to remember the names of the people who work at the places I frequent.
Recently, our intramural volleyball team won our division II tournament. We played over 15 matches which were all reffed by the same referees. I made it a point to remember and call each ref by their name. “Hey Brandon. Good to see you again.” I would say.
After a few strange looks, the referees sensed my sincerity and started to call me by my name. Now, I’m not saying that we won our tournament because I remembered the referees’ names. What I am saying though is that I never had to worry that the refs would call a biased game. Instead I knew that they respected our team and they knew we respected them.
awebb
October 24th, 2008 at 11:12 am
3Like many of the principles in this blog, this one applies widely, not just in business. Treat other people with dignity and respect. Treat them how you’d like to be treated. Be fair and honest in your dealings with others. Give an honest day’s work for an honest day’s pay. Do well those things you undertake.
It all applies to all areas of your life. It’s not just about business, but it certainly applies there too. Thanks for pointing that out to all of us, Mark. I appreciate the insight.
Jordan Hunt
October 26th, 2008 at 11:25 pm
4This post reminded me of a guy i met almost 5 years ago and he never could remember my name. For years he would come up and introduce himself to me every time we were at the same social event. It always blew my mind how he could never remember me since we attended the same school, church congregation, and had many mutual friends. It drove me nuts! I always had a negative opinion of him even though he really could be a great guy. The lesson I learned was to always do my best to remember names and faces. And I agree 100% with the part that says we only cant because we told ourselves that. We CAN do anything we work hard at. As the Hispanics say, “Querer es Poder!”
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