What is the name of the President or Owner of your top-performing Channel Partners?

Follow me as I blog my way through my book: 99 Questions to Jump Start Your Partner Channel Brain.

99Questions_standard_Page_033Made to Stick recounts a story about the power of names:

While many publishers pay lip service to the value of local focus, Adams is an extremist about it. He’s willing to hurt the bottom line for local focus. He’s willing to be boring for local focus.

In fact, asked why the Daily Record has been so successful, Adams replies, “It’s because of three things: Names, names, and names.” [emphasis mine]

Yep, names matter. A whole lot.

In fact, there’s a body of research describing what happens to our brain chemistry when we hear our own name:

Using functional magnetic resonance imaging, brain activation patterns were examined in response to hearing one’s own first name in contrast to hearing the names of others. There are several regions in the left hemisphere that show greater activation to one’s own name, including middle frontal cortex, middle and superior temporal cortex, and cuneus. These findings provide evidence that hearing one’s own name has unique brain functioning activation specific to one’s own name in relation to the names of others. [emphasis mine]

Free brain-activation service

So how can you and your support team ever hope to tap into this free brain-activation service if they don’t know the names of the C-level execs and owners at your top-performing Partners?

In Question #8: Do you know the names of your top Channel Partner sales reps?—I talked about using your CRM to record important dates and other personal information for your top Channel Partner sales reps. And yes, you can do this without being a creeper.

But names are even more important.

Is it Bill, Will, William, Billy, or just “W.” Is it John or Jon? Is Caroline pronounced CARE-oh-line, CARE-uh-line, CARE-uh-lyn, CARE-oh-lyn, or CARE-uh-leen?

And once your team has mastered the names, how about knowing where your company ranks on your Channel Partners’ line cards. Are you #1 or #28?

John Fox

John Fox

CEO - Founder at Venture Marketing
I’m an experienced, revenue-focused, B2B marketing leader especially devoted to the success of the direct and channel sales rep. After all, at the pivotal moment of truth—when reps meet one-on-one with qualified decision-makers—everything the company has put in place to make this meeting happen will be measured.
John Fox

@b2bmarketing

I transform B2B marketing departments to create more selling opportunities faster. Proud dad of 5 entrepreneurs. Connect on LinkedIn https://t.co/cngJ7mqHHH
John Fox
2 Comments
  1. Dear John:
    I hadn’t known the power of hearing our own name, revealed by MRI studies, but it makes sense. I also like the way you cross-referenced today’s post to a previous one, as well as your “Bill, Will, William, Billy” example.

    The momentum of your ideas builds each day!
    Roger

    • Appreciate that, Roger. The name thing is something I picked up from childhood. I had the good fortune to grow up in a highly-integrated neighborhood. Name an ethnic group or race, they were represented. A lot of the names were unique (by typical American standards, at least). I pride myself by being halfway decent at pronouncing my Eastern European neighbors’ names which had just 1 or 2 vowels. A few had zero vowels! And with all this, I could always tell they appreciated when I was able to properly pronounce their first or last names.

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