The Ten Second Rule: Make a New Guest a Regular in 10 seconds.

How many times do you think you should have to frequent any business until someone calls you by name or at least recognizes you as a repeat customer? Think about that.

I joined a gym in 1993 about a month after they opened. The two owners, both of whom are there every day, often work out on the floor with the clients. I know who they are. Have I ever been greeted by name in 24 years? Nope. Do they even know my name? Doubt it. Why do I still pay to go there? Even a better question...

I am not sure what research is out there that will tell you how many times you have to use a service or be seen by someone before they acknowledge you as someone who has been there before, but whatever the number is, it is too high.

Personalizing the service with the simple act of an introduction or asking for a name helps foster repeat visits. Using that name the next time changes the guest from a faceless entity to Norm Peterson walking into Cheers. It might take all of 10 seconds... much less time than it will you take to read these six paragraphs.

Last month I was shopping a private club and was given a membership card by management so I could get in the door. On my third visit I was greeted by a bartender I had not seen before. After I asked for a drink she said "Are you a member? Can I see your card?". After I presented the card she looked at it, placed it down, and then silently handed me what I had ordered. It was the last time I heard her voice. How hard would it have been to say "thank you James, I have not seen you before. My name is ... Let me know if you need anything".

Ten seconds...