Be Real
I was reading an article today on a prominent Australian business website that was saying that if you’ve got a weird name and you’re, say, a real estate agent – you should change your name because people won’t buy from you because they’re afraid of your name.
Talk about a WHAT THE FUCK moment.
I’ve done a lot of looking around and as far as I can tell I’m the ONLY Leela Cosgrove in the whole world (there is at least one Leila Cosgrove – but no L-E-E-L-A’s).
I work in a competitive industry wherein people buy stuff from me (this was the reason given for changing your name). And there are a LOT of other people in my space who have easier to pronounce names.
So should I change my name to “Lee Cee” because that would be easier to pronounce?
Surely, the embarrassment of pronouncing my name as LAYLA and being corrected will put off a multitude of clients.
After all – we all know that clients buy from you NOT because of the value you provide, but because of how easy or difficult your name is to pronounce.
Putting aside my total disbelief that THIS is what passes for business advice (crazy) – coming from a point of not only having a distinctive name but also being married to a man who has an equally distinctive name (and with, unsurprisingly, a bunch of friends with distinctive names) – this is total hokum based on the typical Australian fear of standing out (from the same people who brought you “Don’t self-promote, rely completely on what your clients say about you”) and of sales.
See, if you understood the sales process you would REVEL in your difference.
Some of the smaller reasons having a weird name is cool:
- I never have to say “It’s Leela Cosgrove” on the phone – I just say “It’s Leela” – I can pretty much get away with being all one-named like a model … because most people don’t know a Leela other than The Leela.
- It’s a great conversational starting point … “Oh, that’s an unusual name – what nationality is it?”, “The nationality of Sci Fi geek! I was named after a Dr Who character” and so on. Very different to “Hi I’m Lee”.
- I can always get the username leelacosgrove – no matter how long a service has been around for … my username is always available.
In terms of sales, again, having a unique name can be a real conversation starter. More importantly, if you were to survey both my current clients and all prospects who didn’t buy from me – I 100% guarantee you that the reason they would give you would NOT be “Her name was too hard to pronounce”.
Sales comes down to one thing – value. If people see it, they buy. If they don’t, they don’t.
This “change your name in a competitive environment” screams three major things to me:
- Sales fear – when you’re caught up in sales fear, you’ll look for every reason that there’s no way you can make a sale. I’ve seen sales people go through lists and decide not to call people – because people with the name “John” NEVER buy on Wednesday … seriously, these are the kinds of excuses people make up to avoid doing what needs to be done … this own-name focus is just as silly.
- A focus on commoditisation rather than on value. Like the small “mom and pop” store next to the big chain store, complaining on Today Tonight about how it’s not fair. That the chain store will definitely put them out of business because the chain store can afford to undercut them on price. Great – so STOP competing on price (you shouldn’t be doing that in the first place). When you focus on VALUE all of these silly things fall away …
- A fear of standing out – I will pretty much guarantee you that anyone who gives this advice wears a suit every day, considers themselves “professional” and would be horrified by anyone swearing online or onstage or by any form of exposed body art. Because GOD FORBID you would want to succeed by standing out and being yourself.
At the end of the day – whether it’s a weird name, relaxed clothing, body art, swearing, a kind of out there business or any other thing that isn’t easily boxed into an idea of “professional” which conforms to a societal norm – REVEL in your difference. Make it the CENTREPIECE of everything you do … because here’s a little secret that everyone seems to forget when they’re trying so desperately to appear “normal” …
Most of your clients don’t see themselves as “normal”. They may see themselves as above average or below average – but they definitely see themselves as unique and different. There are so many things they never say for fear of being laughed at and so never realise that everyone feels the same way …
When you take the stance of revelling in your difference – of shunning normality and simply being real – you give others permission to do the same. And the majority of them will love you for it.
Are there REALLY people telling you to conform in business? Shit, must have been written by some journalist earning $50k a year.
And like you, I love not having to fight to get my username either. Never come across another ‘me’ anywhere.
Oh it’s worse Hugh … not a journo at all … but a business coach … on a site you and I are both familiar with!
Thanks Leela. That was an awesome article. Too often we are told we have to look a certain way, or talk acertain way in order to be successful. And change your name?? I think not. Embrace indivduality and revel in who you are. I agree 100%!!
Damn Straight, Deb!
You CAN be successful in business by not being yourself … but you won’t be happy … and whichever way you do it, it’s going to take the SAME amount of effort – so why not aim for what’s going to be awesome fun for YOU?
I punished my parents for years because they gave me, what I consiered, a boring common name. I made sure my children had interesting names because most rock stars and celebraties have unusual and interesting names. An unusual name to me means ‘success.’
Lol! I cursed my parents for YEARS for giving me a weird name … until I was in my Late Teens / Twenties and I started to realise how useful it was …
The most interesting version of my name was when I was listed amongst the City to Surf finishers as Warren Coitis… must have been my red face?
cheers
Warren
I have an unusual surname – not quite as interesting as an unusual first name but still quite unique – only one other on FB. So I usually get my username.
However, having taken to Leela’s rockstar mentality, I have taken on a new name I will launch next year. One that totally encompasses my persona – I sort of outgrew Tracey years ago……
Thanks Leela for showing me a rockstar approach to being me!
Hi Leela Perhaps if we let people read the actual article, they may be allowed to make their own decision regarding the context of my point. It appears you may just have missed it. http://www.flyingsolo.com.au/marketing/business-branding/business-names-the-girl-with-the-impossible-name
Happy to share – I don’t see how I’ve taken it out of context at all …
People don’t make buying decisions – even with real estate agents – based on names. Or, for that matter, by reading someones name on a board.
If you were REALLY in the market for a harbourside mansion, you’d be looking for someone who was honest, hardworking and committed to getting you the best deal ever – and if that persons name was difficult to pronounce, so what? You’d make a joke about it … “Dude, honestly – I’m really perplexed by the pronunciation of your name and I don’t want to sound like a dick – so can you help me with it?”.
Personally, my way of dealing has always been … “Okies – I’m never going to remember that … henceforth you shall be known as John” – I’m cheeky enough that I’ve always gotten away with it.
Making people worried about their names … well, you guys have got a lot of influence over your crowd, and I find that very disappointing.
I have the most unusual unique name ever – I’m the only AISELADE in existence because my father made up my name – and all my life I’ve had to struggle with people pronouncing my name wrong or spelling my name incorrectly… But I’ve always loved my name and can’t ever imagine ever being named other than Aiselade! And to be honest – because of my unusual name, people remember me!
Love the article Leela!
Having read the article, Robert, I agree with Leela – and here’s why, straight from the article:
“Frankly if I was a real estate agent sharing exposure with others, I’d want a name that was easy to recall…”
If your name is a bit unusual I’m more going to remember it that John Smith.
I read your article too Robert, and you asked for discussion, and we often get just what we ask for…but not always in the way we expect or want it.
I am often asked why I include my middle name all the time, and that’s becasue there is another Melinda Verrall and her parents must have been pretty much in tune with mine, because her middle name is Jayne (with a Y).
We have connected on FB and she is a sweet girl, so I don’t want her blamed for my outspoken opinions or rewarded for my…outspoken opinions.
Names are important, even when I married I kept the one my parents gave me, even though the best way to explain the pronunciation is to tell people “It’s like Feral – with a V,” it all becomes part of my identity.
And I think Leela’s point is that it’s all about identity. How can we make an impression and be remembered without something to identify us from all the other millions of people?
All good comments. I agree with Leela, people do not make buying decisions based on names. But people make ‘contact decisions’ often on the spur of the moment (the instance I gave being one of those). The buying cycle begins with contact and as business owners we need to make that contact effortless. Thanks for letting me in on your conversation over here.
Our names are an integral part of our personality – telling people to change that is saying,
“If you want to make money, you need to change who you are to conform to what is easiest for others to deal with.”
Sure – and then spend your life hating yourself and wondering why you never really seem to be happy no matter how much you’re achieving.
Further – changing who you are to conform to a fearful niche … well, I don’t know about anyone else, but I’ll avoid the kind of niche who are so low in EQ that they are afraid of asking how to pronounce your name (believe it or not, those of us with weird names are AWARE you may have trouble and don’t consider it an insult to be asked).
Rather than changing your name, I would think TRADING on it would be a hell of a lot more useful … well, more than think – that’s what I do.
In fact, why would you not, instead – turn it into a feature?
Husqvarna did this incredibly well with their advertising campaign … “It’s Husk – like a husk of corn … varn – like varnish”.
I’d go with …
“The least pronounceable name in real estate – when you call, ask for (name spelled out phonetically)”.
Or some such …
But making yourself more VANILLA to fit in??
That’s business death.