The Science Behind Our Name: Why Successful Sales Reps Zero in on Your Name
In Sales, we are often reminded about the importance of using a Customers Name. We know instinctively that doing so creates a strong connection.
After all, we are conditioned from birth to respond consciously and subconsciously when our names are called.
I was curious to know what Science says about this well-known sales technique.
A study published in the peer-reviewed journal Brain Research, identified heightened activity in specific regions of the brain when we hear our own name.
The study makes a point to highlight that this only happens when we hear our own name versus hearing the names of others.
This fascinated me to the point where I needed to dig a little deeper.
A study in 2006 concluded that when we use or hear our own name this is considered a self-representational behavior.
Why is this important?
Self Representation is the image we hold of ourselves based on our own interpretation.
For the most part, as humans, we like to think of ourselves as cordial, thoughtful, considerate, and agreeable.
These self-images are stored in a region of the brain called the medial prefrontal cortex, and in a sense become activated at the sound of our name.
This is why calling someone by their name throughout a sales conversation is so important. You are activating behaviors that will be consistent with that person’s self-representation.
“A person’s name is to him or her the sweetest and most important sound in any language.” — Dale Carnegie