Many jewellery professionals overlook one of the simplest ways to build rapport—using the customer’s name. It may be displayed on a booking form or come up during introductions, but often it is never used again. By missing this small yet powerful gesture, consultants pass up a subtle opportunity to personalise the interaction and build trust. When used poorly or too frequently, it can feel rehearsed or transactional. The key lies in using it naturally and with intention.
A More Effective Approach
Use the customer’s name once, early in the conversation, to establish connection. This shows that you are paying attention and treating them as an individual, not just another sale. Avoid repeating it too often—it should feel effortless and personal, not forced. Just one well-placed use can change the tone of the conversation.
Putting It Into Practice
After greeting a customer and hearing their name, say: “It’s great to meet you, Amina. What kind of piece are you hoping to find today?” This single use of their name at the right moment helps shift the tone from transactional to relational. If you send a follow-up, include the name again in the opening line to continue that personal connection.
The Impact on Engagement
Customers who hear their name used naturally tend to feel more recognised and respected. It humanises the interaction and makes the experience more memorable. This is especially important in luxury environments, where personalised service can differentiate you from competitors.
The Professional Advantage
Professionals who use names well are perceived as attentive, confident, and considerate. This small touch can enhance credibility and emotional engagement, leading to more open conversations and a greater likelihood of return visits or referrals.
The Big Picture
“Personalisation—even in small moments—has a measurable impact on customer satisfaction and loyalty.” — McKinsey & Company, ‘Next in Personalization 2021 Report’
