When you are selling, “names are magic.”
There is an almost unexplainable level of trust that is granted to you when a prospect recognizes the name of someone that you have already done business with.
And trust is a lubricant for every type of selling.
So talk and tell positive and uplifting stories about the people you’ve done business with. That’s what we mean at Southwestern Consulting when we say “use names”.
Why are names so powerful?
Because they answer the credibility concern that people naturally have about doing business with us.
When a prospect knows one of our customers, it humanizes us as a salesperson.
It makes us real.
It means our offer is legitimate.
And it means that, at least on a basic level, we can be trusted.
Not only that, but depending on what the prospect’s opinion is of our customer, it elevates the perception of the value of what we provide.
Subconsciously they think “wow if it’s good enough for ________ who I know to be a person who is _________ then maybe this is something that I need too.”
This is why using names in your selling process is so important, it helps your prospects feel more comfortable.
“Dropping names” is just talking about a bunch of famous people, big wigs, or people you barely know for the purpose of making yourself look better.
That’s not what we’re doing here.
“Using names” is about sharing honest stories or facts about real people you or your company does business with for the purpose of helping your prospect feel more at ease.
People love stories. We relate to stories. And we appreciate stories – especially those of people we know.
So talk about the people you do business with.
Spread positive things about them “behind their back.”
Be a social ambassador in your community and show how your business happens by relationships and referrals.
Talk not just about how your offering has made their life better; talk about how wonderful they are as people.
Because even when your prospects don’t buy from you, they will have more fun with you, be less guarded and be more likely to introduce you to other people.
Selling isn’t just talking about what you have to offer; selling is about being a social ambassador for all the people who choose to do business with you.