The Basics of Business Card Marketing
One of the most frequent requests I have heard throughout my career
is "May I have your card?" Whether it's a sales call or
business-to-business (B2B) networking, the practice of swapping
business cards is the most common way to make an introduction. So
why do so many merchant level salespeople (MLSs) arrive at meetings
and trade shows without them?
I'm always surprised when, during the "get to know you" part of a
committee meeting, someone in the room announces they have
"forgotten their cards". Or when someone visits our booth at a trade
show and is unable to leave a card because they don't have any with
them. In sales, forgetting your business cards is like forgetting
Remembering key information about people you've met
The most effective way I've found to remember people I've met is to
retain their business cards. During our conversations, I often take
quick notes on the back of the cards that I can refer to later, such
as jotting down a reminder about something from our meeting, an
action item I have agreed to or something they have committed to me.
Once back at my desk, I review the stack of cards. I write thank you
notes, delegate action items, pass along leads and the myriad of
follow up details that occur after a business trip. Without the
cards, I'm left only with an attendee roster and pads of paper.
Information that should be included on a business card
Your cards should include your name, phone number, fax number,
e-mail and street addresses and company logo. This information
should be produced in a color and font that are easy to read. In
addition, you could include discounts, coupons, punchers or any call
to action that will add value to your business card.
Proofreading avoids costly mistakes!
Make sure you proofread your business cards before they are printed.
Once you print, you can't turn back (without paying extra for
reprints). Here's an easy trick to use when proofreading to ensure
what is to be printed is correct: Read each line backwards, from
left to right and from bottom to top. This will force you to look at
each word and number, instead of only skimming the information that
you are so familiar with.
Extending the usefulness of your business cards
Also, have your cards printed on a paper stock that someone can
actually write on. If your cards are plastic or a dark color they
will be less useful to those who receive them, especially if they,
like you, take notes on cards. While business cards that look and
feel like credit or gift cards may be a novelty, they will most
likely be tossed rather than kept as useful reminders for further
Utilizing logos, graphics and alternative languages
Check your sales agreement for instructions regarding logo placement
on your business cards. Card associations, many banks and vendors
have specific rules regarding the use of their logos. Additionally,
be sure to include any logos (that you are entitled to use) that
might lend further credibility to your business, such as from a
trade association, chamber of commerce or Better Business Bureau.
If you conduct business in languages in addition to English, you
might consider having your contact information printed on the back
of your business card in these other languages. Or, you might add a
line to your business card such as, "Se Habla Espanol."
Have your cards nearby no matter where you are
Keep a supply of business cards in your wallet, briefcase, car,
computer bag and desk, and invest in a simple business card holder
to protect the cards and keep them looking crisp and clean.
Give your business cards away
Many sales managers monitor their sales staffs' activities based on
the number of business cards each rep collects during the day. You
can easily rate the effectiveness of your daily routine by counting
the cards your collect. You'll have a better idea of how many leads
you're generating if you give a card each time you receive one.
Your business cards are one of the most productive pieces of
collateral you will generate. Consider them the seeds of your
business, and scatter them widely.
Originally published April 28th, 2004
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Exchanging Business Cards: Do's and Dont's of Business
How to Mind Your Business Card Manners for Swapping Success
How to Add Value to Your Business Cards
Power Words for Business Cards
Alternative Uses for Business Cards
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How to Choose Photos, Logos and Graphics for Your Business Cards
8 Reasons Why People Retain Business Cards... How to Get Them to
Double Sales Potential with Double-Sided Business Cards