My Name Is...

Guest Contributor: Deb Kolaras
Deb's Posts - Deb's Site


In sales training, we're taught to use the name of the person we're trying to do business with, not only to help ourselves remember their name, but to let the client know we're in tune, we "know" them. Some big companies are beginning to take this concept to a whole new level - by
making items with the client name right in it. What kind of impression do you think that makes? A lasting one, I believe.

Now You're Getting Personal

In recent months, I've received offers in the mail from several large firms, each used my company name in a website, making me feel kind of special. Imagine my delight when I saw, " Order online at your very own website we've built for you, www.xyzwidgets.com/bizcoachdeb." Not only memorable and clever, it makes you feel like the vendor took serious time to do their homework and build such a spot for little ole me. Honestly, I couldn't resist seeing what they had there for me to spend my marketing dollar on.

Let's Talk About Me
Getting samples in the mail is nothing really new, pen and giveaway companies have been doing it for years. What's changed in the last couple of years is getting these samples with your name already on it. Not every company does this, but I would venture a guess that the ones that do,
see a ROI when the customer likes the sample. Why? Because every month, new things arrive to me with my name on it. With annual sales well over $15 Billion, someone knows the niche very well. When a calendar or highlighter arrive with my name on it, I'm far more likely to keep
it and also to order, after all, haven't I just seen the item as close to finished as it might be? If I tend to like it, I'm betting my client will like it, too.

Want to make a lasting impression on your small business client? Keep their name in the forefront of your mind and whenever possible, use it to their advantage. If you're selling a new brand of notepad, brand it with their name and give it as a sample. Selling a new line of flash memory sticks? Same thing. Be creative and think of the possibilities; they're literally endless. Remember that website idea? What if you made a site for your client, highlighting things you know they need and use? Your client will appreciate the added touch and care you took getting to know them.