Advertisement

What's in a Name?

If you have read the Dale Carnegie book How to Win Friends and Influence People, you are to be commended. If you have not, I would highly recommend you do. To read that book will make this blog more relevant.

One of the basic principles of the book is the importance of using the name of a person when dealing with them. The other side of this coin is the principle of making it easy for people to use your name, or the name of one of your associates.

Anyone who has ever studied sales to any degree knows the importance of using a name when dealing with a prospect. Rapport is established and evident as soon as the prospect begins using the name of a salesperson during a sales discussion. Every salesperson knows the importance of establishing rapport to make a sale.

Studies in the restaurant business have shown that monetary tips by customers can be almost 30 percent higher when the server introduces himself or herself, or better yet, wears a nametag.

Using a name is very important in any business negotiation. This is true in the sales process, the show-through process, or even in the case of a less-than-desirable situation with a customer.

One of the least expensive actions a dealership can take to improve customer relations is to require all customer contact people to wear a nametag. This can be a name sewn on a shirt, a pin on badge, or a magnetic badge.

I would encourage all dealerships to review their name badge policy and require all customer contact associates to wear some sort of name badge. I know of several successful dealerships that will not let a salesperson on the sales floor without a name badge. Some of them have a DWP (detailed written process) about this. They are to be commended.