I hate to sound like one of those cheesy get-rich-quick commercials,
but this week I am going to let you in on a little secret
that is so powerful that it will immediately change the way
you do business.
In fact, this little secret is so powerful that you will be
amazed at its immediate effect on you, your employees, and
your bottom line. This little secret is guaranteed to improve
your relationship with current customers and if used wisely,
can get you lots of new customers without spending a dime
on marketing
or advertising.
Do want to know what this little secret is?
Before I let the cat out of the bag let me ask you one question:
What are the two little words you can say to every customer
that will immediately endear them to your business and guarantee
that they will be your customers for life?
OK, here goes: the little secret is this; whenever you have
contact with your customers, whether it's in person, or by
phone, fax or email, always use their name. Likewise the answer
to my question: what two little words can drive your business
through the roof: your customer's name.
When you use a customer's name the business experience becomes
personal. And when the business experience becomes personal
your customer becomes vested in the relationship and thereby
becomes your friend. When you use the customer's name they
become as concerned about your success as you are.
At the sound of his or her name your customer becomes your
champion. They will toot your horn and defend your honor.
They will recommend you to their friends and be loyal to you
to the end, even when they can get the same product or service
elsewhere for less money.
Unfortunately, 99% of business owners and especially their
employees fail to realize the importance of personalizing
the business relationship. While they are happy to take my
hard-earned dollars, most businesses could care less what
my
name is. That's why so many businesses fail: they see their
customers as numbers, not names. The 1% of businesses that
understand the impact of personalizing the business experience
are the ones that will flourish for many years to come.
Case in point: I'm the one at my office who goes through
the mail every day, pulls out the checks, opens the envelopes,
signs the checks, makes out the deposit slip, and takes the
deposit to the bank. Sure, I could have someone else do this
for me, but making the bank deposit is my absolute favorite
thing about being an entrepreneur. Seeing numbers on a deposit
slip validates my efforts. It is proof that I am doing something
right.
So I go to the bank a lot. So much so that the young lady
at the drive through, whose name is Karen, knows me on sight
and always seems genuinely happy to see me pull up.
"How are you today, Mr. Knox," she always ask.
I can be in the lousiest mood of my life, but when I hear
my name come through that speaker my mood immediately brightens.
I always smile and chirp back: "I'm fine, Karen, how
are you?"
And it's even better if I have someone in the car with me.
I have gone through that drive through with business partners
and customers in my car and when they hear "How are you
today, Mr. Knox?" they are highly impressed, simply because
Karen used my name.
"Wow," they always mutter. "They know you here,
huh."
"Yep," I say proudly, ego adequately stroked. "I
have all my accounts here: personal and business checking,
savings, lines of credit, merchant account. This is the best
dang bank on the planet. In fact, you should move all your
accounts here."
Over the years I have probably recommended a dozen new customers
to this bank, just because Karen, the wonderful drive-through
teller who understands the value of good customer relations,
uses my name every time I drive in.
Here's another example of how using a customer's name can
add dollars to your bottom line. I was in Kansas City recently
and stopped in at a Ruth's Chris Steakhouse for dinner. When
I asked for a table the host asked for my name before showing
me to a table.
A few minutes later a young man came by to fill my water glass
and asked, "Can I get you an iced tea, Mr. Knox?"
The host had obviously told the waiter my name and the waiter
used it immediately to make me feel at home. A few minutes
later another young man delivered bread to my table and said,
"Here's your bread, Mr. Knox."
Before the night was over four different service people had
visited my table and each used my name in a respectful manner.
By the end of the meal I had spent $75 on dinner and dropped
another $50 on tips.
Was it because the food was delicious? In part, but primarily
it was because I felt like I had just had dinner with friends.
And do you think I now tell everyone I meet about this restaurant
with the great food and the amazing service?
