What's In a Name

A tap on the shoulder took my attention away from the deli counter for a moment.  The finger belonged to a woman I recognized as another regular shopper at my favorite grocer, where I’d stopped this morning to pick up a few things for dinner with friends.

“I’m just wondering,” she said with a hint of a snotty attitude.  “Why is it the deli help is so friendly to you?  He just gave you an extra bit of cheese for free.  I never get anything like that.”

“Oh, it’s easy,” I replied.  “I’m on a first-name basis with these folks.”

“How did you get to know the names of these people?”

“Well, see that little piece of plastic on his shirt?  That’s his name tag.”

It’s funny how consumers tend to ignore the obvious and forget the important part they play in the give-and-take of a business transaction.  Salespeople float through stores wearing name tags.  A waitress says, “My name is Jessica and I’ll be your server tonight.”  A customer service rep for an airline answers his phone with “America West, Rafael Figueroa speaking... may I have your name, please?” 

Ninety-nine percent of customers don’t register the name, because they’re too busy thinking about what it is they want to accomplish.  It’s the other one percent, however, that gets most of the gold.

I try to make a point of saying or repeating a salesperson’s name each time I interact with them, even if it’s just to say, “Thank you, Rebecca.”  The person I direct my comment to is usually so startled, they’ll ask me how I know their name - even though it’s plastered across their chest.  They’re immediately connected to me and because I know their name, they’re on the psychological hook to do their best for me.

It’s gotten me extra cheese, free samples, upgrades on airplanes and super service with a smile. 

Give it a try the next time you interact with a salesperson.  Sure, it takes a little bit of memory work, but who knows what little “extra” you’ll go home with.

Comments

[Dave Young]

That was a fabulous dinner! And it was great to finally meet Ron and Miss Pennie.
Thanks!
Dave

[Rob Poitras]

On most phone conversations I try to write down keywords when someone is talking to me. I had someone cold call me today regarding advertising and from what I had heard; she was offering a good service for a reasonable price. I wrote down all of the details as she (Kelly was her name) told them to me. When I asked her some questions I could hear in her voice that she was happy that she didn't have to repeat the basics since I already had them noted. Great post Michele.

[David Wolfe]

Michelle,

My wife kids me about my friendliness with customer reps everywhere I go, from grocery stores to hospitals. But like you, I too often get "free cheese" in various forms.

I have been in the hospital twice in the last 18 months, six days on one stay, seven on the other. The health techs (aka, nurse's aides) lavished their attentions on me. This was especially evident in my second stay when the solemn old geezer next to me received only proforma attention.

In the Safeway where I shop for basics I can't get at Costco, checkers credit my bill from to time with coupons they just happen to have lying around.

Studies have long shown that for most people, recognition in a job outranks level of wages as a reason to stay in a job.

But here's a point to keep in mind: most customers want to be recognized, too. While I'm more outgoing than my wife, when a customer rep engages her beyond the transaction connection, Linda always comes back with a friendly response. When that happens, a true bilateral relationship that builds customer loyalty has been formed. So, yes, we will get better treatment as customers when we're friendly, but customer reps will strengthen customer loyalty when they recognize customers as more than just walking wallets.

[Joe Ely]

Great post, Michelle.

I've been doing this for years in resturaunts.

"Hi, I'm Angie, I'll be your server today."

"Super! I'm Joe and I'll be your customer today, Angie!"

About 3/4 of the servers pick up on this...and it makes the meal fun for me and for them.

Deeper, it shows respect for people who make up the new "grunt labor" of our society. Mostly minimal wage jobs, low or no benefits.

And they wear a name tag.

And they are human.

And it is good to just say Hi to Ralph and Sarah and Machmood as we go about our day.

Names are important.

Thank you, Michelle!!

[Jack Yan]

Michele and Joe, I love your approach. I try to do the same, and Down Under, there aren’t many European expatriates. So when I talk to them in their native language, there’s an instant connection. I tried it on an Air New Zealand flight from Melbourne to Wellington, with a German air hostess—and my German is limited to ordering drinks and asking where the bathroom is. Still, it’s enough to make someone’s day a little brighter—and the world’s solutions can be solved with the smallest courtesies.

[Sharon]

Michelle,
If you haven't already - I strongly recommend The Fred Factor by Mark Sanborn book. It's a very quick read (yay)and very, very worth it. You might be a "Fred".
Sharon

[Huib]

Dear Michelle,
Read "Lord Valentines Castle"
I am sure you won't be on the Internet for a week.
Regards,
Huib

[Wildfire Marketing Group]

Great post! If people take the few seconds it takes to make a mental note of someone's name, they would get their goal accomplished much easier and quicker.