REMEMBERING THE NAME
To know the customer’s name and to greet him by name sets aside many of the first obstacles in the way of getting started with the sale. By all means the art of remembering names should be cultivated. George Boldt, who until his death a few years ago was proprietor of the Waldorf-Astoria Hotel in New York, built up a fortune of millions on the strength of his great personality. He recognized that men and women feel more at home, and are also mildly flattered, when addressed by name. Mr. Boldt made it his business to remember the names and faces of thousands of his guests, in order that he might greet them cordially as they entered. To remember all these names he followed the plan of repeating each one over and over to himself when first hearing it. He pictured in his mind how the name would look when written and then associated it with the appearance, voice and manner of the individual man or woman. This required some effort, of course, but it is important enough to be seriously considered by everyone who is constantly serving people.
In Chicago there is a woman in the shoe department of a large store who has built up a large following of customers in much the same way. She has gone a step further, however, in that she remembers also their special preferences, when they made the last purchase, and, if there are children in the family whom she has served, she remembers also their names. When we consider that her income is two or three times as great as that of other salespeople in the same department, who will say that it isn’t worth the effort?
NO GEOGRAPHY IN SERVICE
The summer resort shop requires a special style, color or material in a shoe in order to satisfy the needs of its customers; the professional man prefers one style above another; the laboring man has his preference; the Westerner has his choice, which is altogether different from what the city man in the East requires, and so on it goes, each man for his own needs and preferences. But not so in the quality of service required by the customer. Human nature is the same from Maine to California, in the ditch digger and in the bank president. The salesman who does not recognize the truth of this fact cannot grow. The successful salesman of the East is also the successful man of the West, the North and the South, but the salesman of narrow vision and small purpose is a failure wherever he goes.
FAMILIARITY
A splendid thing it is, and a mark of genuine service, to recognize a customer, to know his preferences and to take a personal interest in him. But what a different thing it is and how important it is for the salesman to know the difference between this and forced familiarity or attempts at “showing off.” The latter can do nothing but cause the customer to lose his regard and perhaps go elsewhere to be served. The man of experience in business recognizes the difference and governs himself accordingly. He continually bears in mind the fact that the customer has come on a business matter and that his sole interest is to be well served with the goods he needs.
MEETING HIM FACE TO FACE
Without giving the matter a thought, a salesman, or a group of them, may sometimes take station at the front of the store with their backs toward the door while they engage in conversation. Although this may seem a minor matter it is nevertheless important, for the reason that the effect given is not good on a person entering the store. A person’s back suggests coldness and a spirit of unfriendliness. Make every effort to establish and hold the good graces of the customer—this is necessary. Meet your man face to face. Let him know you are pleased to serve him and he will be just as pleased to give you the business.