Lessons from a One-Year Old

As we celebrated my baby son, Sherman's, first birthday with family this weekend, I was reminded of an important lesson that's relevant to sales & marketing. It's important for anyone in customer service, really.

The group was singing "Happy Birthday to You" to him. He wasn't really too excited until we got to the verse, "Happy Birthday dear Sherman." When he heard his name (sung by 15 voices) his eyes widened and his face lit up with the biggest smile. It was such a cute reaction that we sang the song over about four more times. Same reaction each time.

We all love to hear and see our name. It's music to our ears ... it's something golden to each of us.

So marketing geniuses, I encourage you to keep this lesson in mind. Personalize things. Use your customer's name. Find a way to work it into your e-mail message. Mention it a time or two in your next conversation, or proposal or letter.

I wonder if your office has a welcome sign? Who wouldn't feel special if they arrived at an office for a meeting to see: "Welcome, _____ (your name here) ______" on a welcome sign, either electronic or old school?