The ability to remember the names of clients and prospects can have a big impact on the growth of your business.
“It can be the difference between signing a client and not signing a client,” says Bob Gray, a memory expert with Memory Edge Corp. in Whitby, Ont. If two advisors are perceived to be identical in their services and fees, the best way to stand out is by adding a personal touch — such as addressing the prospect by name.
Gray offers these tips to help get your memory working for you:
> Pay attention
Listen closely when being introduced to someone.
One of the main reasons why people never remember names is because they don’t hear them in the first place, says Gray. People are more concerned about what they themselves will say and how they look.
Instead, focus on the person’s name, says Gray. If you don’t hear it because of the noise level of the room, don’t be afraid to ask him or her to repeat it.
> Spell it out
Think carefully about a name by mentally spelling it out.
Spelling a name forces you to focus and to hear it, says Gray.
If the name is difficult to spell, ask one or two questions about it, he says, such as its derivation or background.
> Create an image
Make remembering a name easier by thinking of an image to associate with it.
Use images that rhyme with the person’s name or that start with the same letter, says Gray. For example: “Sally” and “salad,” or “Brian” and “Brain.”
> Focus on a feature
Imagine the prospect looking ridiculous so he or she stands out in your memory.
Look for something noticeable about the person, says Gray. It can be a hairstyle, a piece of jewelry, clothing or a physical feature.
Next, replace that feature with the image you associated with the person’s name. For instance, if Sally (“salad”) wears a large brooch, replace the brooch in your mind with a bowl of salad.
“It sounds ridiculous but that’s what works,” he says.
> Say the name aloud
Use the name in conversation to hear it one more time.
When you say goodbye, make a point of using the prospect’s name, says Gray.
> Remind yourself
Review names to make them stick in your memory. For a name to permanently take root in your mind, you must review it four times over a 30-day period, says Gray.
First review a new acquaintance’s name 60 to 75 minutes after your introduction, he says. If you are at a networking event, take a few minutes to go off by yourself and scan the room to recall names and associations.
Do another review 24 hours after the introduction.
Next, write down all the information about your new contacts — their names, what they look like, and where you met them — in your CRM system. Set up reminders for one week and one month later to review the information.
> Practice, practice
Making memorable name associations and still keep track of the conversation you need to practice.
When looking through newspapers and magazines or when travelling on the subway, for example, try to remember names using associations and visualizations, Gray says. You won’t know the name of the person on the subway, but you can invent one, then try to remember it.
IE