God's Name is transcendental. Transcendental Name means the Name with the seed or bija mantra.
Seemingly easy, but very difficult to practice is this chanting of the Transcendental Name. God's Name will never stay in the heart of a man with mundane desires. It comes not to a tongue which is not controlled; it protects no one who does not have firm faith. Having the capacity to deliver one from the round of rebirth if uttered at the time of death, it comes not to one who has not dedicated his whole life for such a chanting.
The glory of the Name should be heard first through saints who have obtained real bhakti. Such servants of God will impart to us the bija mantra, which is the Name with the seed. Three things are necessary for a rich harvest: the ground should be properly tilled, the genuine seed should be sown, and showers should be prompt. That is, the heart's soil should be tilled by the necessary spiritual discipline and should be ready to receive the mantra. It should be sown by the Guru who is a man of God-realization, the grace of God should be showered. The result will be the rich harvest, which is supreme love or "parama prema."
(Essence of Bhagavad Gita and Bible, p. 93.)