Boost Your Bust Review
The food service industry is in many ways a microcosm of what goes on every day in sales-top performers are well rewarded when they provide more than just a product...they provide an personalized experience. For example, the most successful servers out there know that the best way to earn the most tips is by building a personalized rapport with their customers. The good ones will start by introducing themselves by name to a table of guests. The really good ones will recognize their returning customers and address them by name. Why? Because they have learned what all top-ranked sales professional know: people like it when they hear or see their name pop up in what you are communicating to them. To apply this to your line of work, think of all the ways that you communicate with your customers. From face-to-face meetings, to email, to direct marketing material. Look for opportunities where you can to include the customer's name in your message. Newsletters, estimates and direct-mail pieces are all good places to start. But exercise good judgment! First, find out whether they're more comfortable with being referred to on a first-name basis. Second (and this is really important), don't overuse their name, otherwise you'll sound corny and even less impersonal than a form letter.
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