I will tell you that if you can connect with a client / customer and you both get the comfort to use a name, by using it you will more likely get a bond and they will want to use you. I rarely like being talked to formally I kind of feel like my dad is Mr. G, not me.
I worked in sales in real estate, I can tell you I know doctors who write notes about your family so they can ask about them when you come in, anything to personalize your experience with your client, will forge the bond tighter. If your client is a sports fan, comment on their team. I will also say that some of my former clients are now my friends.
I recently was doing a mystery shopper at HSBC to check out their investment accounts. One of the things they wanted me to check was if the hsbc agent used my name at least, preferably twice in that time. Mine did 4 times and by the way he knew his stuff and was amazing I wanted to use his services but sadly I can not now.
I also give my first name to my waiter and give a little banter and try to bond, and I do not mind them calling me that. I think by doing this I forge the bond the other way and hopefully I get good service, and good advice on what is good that day etc… Being friendly in most situations in a service oriented business will help you.
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Now, a clever man would put the poison into his own goblet, because he would know that only a great fool would reach for what he was given. I am not a great fool, so I can clearly not choose the wine in front of you. But you must have known I was not a great fool, you would have counted on it, so I can clearly not choose the wine in front of me.
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