“Trust every man, but always cut the cards.” – American Proverb
A Shortcut To Trust
One of those techniques is personalization. If you can make your customer feel special, noticed, and important, he will be open to your suggestions. Dale Carnegie says the prettiest sound in any language is the sound of your own name. Professional salesmen and politicians know this.
What I Learned From A Master Of Personalization
When I think of the selling power of personalization, I remember my old friend GR, a gregarious Irishman and the best bartender Ive ever known. GR had an amazing ability to remember names – but he did more than that. He also remembered one significant fact about each person he met. GR put these two bits of information to superb use. Ive never met a better-liked person or anyone who could rack up more tips. When you walked into a bar where GR was working, youd be greeted by name with his thunderous, jubilant voice – making you feel important and cared about in a moments time.
Then he would shout something about you – for me it was “MMF! El professoro!” because I was a part-time college teacher at the time. For my brother, a student of Latin at Cornell, it was “AF! Amo, Amas, Amat, Amantis, Amatis, Amant!”
GR seldom varied his greeting – originality wasnt one of his virtues – but he never failed to warm your heart and loosen your purse strings. And it worked – despite the fact that he did it not only with me and my brother but also with every other person who walked into the bar.
The 2 Most Important Secrets Of Making Personalization Work
This taught me something about how personalization works. The key is not that you pretend you dont have other personal relationships. Its that you make each relationship (1) enthusiastic and (2) individual.
So, when you meet someone, memorize his name and one interesting (hopefully positive) thing about him. Then, the next time you see him, greet him jubilantly and ask a question or make a comment related to that one thing. Youll be amazed at the effect.
This is a great tool for improving all your relationships, personal as well as business. And it will also improve your mood. Faking enthusiasm has a surprising tendency to create it.[Ed. Note: Mark Morgan Ford was the creator of Early To Rise. In 2011, Mark retired from ETR and now writes the Palm Beach Letter. His advice, in our opinion, continues to get better and better with every essay, particularly in the controversial ones we have shared today. We encourage you to read everything you can that has been written by Mark.]