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Memorising and Using Peoples Names
By Tony Coen
One very powerful selling tactic, that I have used all my life, is to find out the prospect name and use it often. The most beautiful sound to any person is their name and you will certainly score lots of "Brownie Points" when you use their name and continually refer to them by their name. This is an impossible to ignore tactic because you are letting the prospect know that you think they are important. You are showing them that you are intelligent because most people have forgotten their name within the first minute of meeting them. I spent nearly thirty years teaching people how to sell mostly in two or three day courses and I would have generally up to forty students in a class. The first thing I would do was to get each student salesperson to stand up and tell me their name and in one minute tell me all about themselves. I would look for something in their one minute dialogue that was memorable about them and I would tie their name to this memorable fact. So George may have told me that his favourite sport was Tennis and so I would link the two things together, George and Tennis, generally in a visualisation. From then on, for the rest of the course, I was able to refer to each student by their name. It always impressed the students that I could remember their names and it reinforced the point to them that this was a powerful selling tactic. These days I use my selling skills in my business, a home decoration center, as companies these days do not see the need for their staff to be trained in the art of selling. I had someone come into the center a few months ago and I noticed that they were looking at me intently. After some minutes they came across to my office and asked me if I had been a sales trainer. They then told me how I had completely changed their life about twenty years ago when I taught them to sell. They then went on to say that thousands of times they had told the story about how I had memorised the names of thirty students that I had never met before and then used the names constantly over the next three days without ever getting a single name wrong. Even though I am now in my sixties my memory is exceptional and I have about three thousand customers coming to the center and I know the name of every person and call them by name as the enter the premises. These people are my dedicated customers, some of them come from way outside the area passing by other stores that could supply their needs. These people consider me as their friend simply because I remember their name. They chat to me about their family and highlights of their life and ask me about my family. I have a toolbox full of powerful selling tactics that I could use on these people but I never have to use any of them because this name tactic is impossible to ignore. |
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