What’s in a Name?

When performing business-to-business lead generation work (cold calling), having a name to call is so important. Getting the right name requires research, including searches through your database, checking prospects’ websites, and pre-calling your list to vet it.

When I was a gatekeeper for a software company, rookie salespeople would make the mistake of asking for the person in charge of something (like printer cartridges). My gatekeeper training taught me to just put them on hold or send them to someone’s voicemail. However, if someone called for a specific person and pronounced his or her name right, I would at least ask that person if I should connect the call. Even if a salesperson asked for someone who was no longer with our company, I at least could send that person to his replacement.

Sometimes you may even ask for a deceased contact due to a bad list or poor vetting. Believe it or not, that still gives you somewhere to go after you’re told that person is deceased. You can ask for a replacement or another person within the company.

Names are important. If you are ever transferred to someone who doesn’t say his or her name when answering the phone, find out that person’s name immediately. Don’t just ask, “What’s your name?” because the person may be guarded. Instead, state your name again even if you already said it. I usually say something like this, “Oh I’m sorry. My name is Emanuel. What’s yours?” It almost forces the person to tell you.

Dropping a name is probably the most efficient way to use a name. Whenever someone higher up refers you to a lower ranking person, drop his or her name before you say anything else. For example, I say “Hi Susan. John Smith suggested I speak with. My name is Emanuel and…”. Namedropping commands attention and can get your prospect to agree to a logical next step in the sales process.

What’s in a name? Everything!