Related: 8 Ways You're Making a Bad Impression and Don't Even Know It Even in speaking events, I'll sometimes ask a person their name and then use or repeat it during my talk instead of using fictitious names to make a point. In training classes I typically include name tents to help remind me to call on people by name throughout the session. This one isn't natural for me I must admit so I've had to be very conscious about using names as much as I can.

I think that calling people by name creates a bit of an instant bond, and bonding with potential customers is a good thing for sure. Similarly, I'm so impressed how consistently Pure Barre staff call me by name - whether it's walking in or out of the studio or during class - it's very intentional … and smart in my book. It's a seemingly simple step but an amazing way to make customers feel special. When our family went on our first Disney Cruise, one of the things that both surprised and impressed me was the fact that as you walk onto the ship after initial registration, they ask you your family name then proceed to announce you on a loud microphone, 'Now welcoming the Brownlee Family…' As you walk in, they simulate a red carpet, replete with paparazzi, teeming with Disney reps applauding your arrival. Two companies that taught me this lesson are Disney and Pure Barre. I remember reading somewhere years ago that everyone's favorite word is their own name (whether they realize it or not), so it makes lots of sense that smart businesses have learned to incorporate this small (free) practice into their business processes - whether it's a face-to-face interaction, email, newsletter, etc.

Hero Images | Getty Images Develop a habit of addressing customers by name. As small-business owners, we sometimes feel we can't relate or even learn from major Fortune 100 companies, but over the years, I've always attempted to glean customer service best practices from the best, so that I can incorporate into my business model and processes. As an entrepreneur with a service-based business ( corporate training/keynote speaking), I'm constantly trying to connect with potential clients not just to sell a training class but to develop a long-lasting relationship. Unfortunately, with low barriers to entry comes tons of competition, so it becomes harder to distinguish your business and win customers. These days it's easier and easier to start a business - that's the good news.

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