Your
business card is one of the most valuable networking
tools you have in your quest for increased referrals. Can you
envision a reality where 20 to 30 people in your word-of-mouth
marketing circle carry your cards and have them ready to hand to
prospects they're actually qualifying for you? I certainly can, and
am excited every time I hear someone say,
"Let me give you my friend's business card; oh, and by the way, may
I have him (or her) give you a call?"The business card is the
most powerful single business tool--dollar for dollar--you can
invest in. It's compact, energy-efficient, low-cost, low-tech, and
keeps working for you hours, weeks and even years after it leaves
your hands!
Some of the things your business card does is:
- Tell people your name and the name of your business
- Provide prospects with a way to contact you
- Give others a taste of your work, style and personality
- It can be so unusual or attractive or strange or charming or
funny that it sticks in the memory like a great radio or
television ad
- It can be reused, as it passes from person to person, giving
the same message to each person who comes in contact with it
The two main functions of your card are to gain business from the
person you give it to and to get your name out to other people with
whom the first person comes in contact with via referrals. With that
in mind, let's take a look at the most effective ways to use your
business cards.
Make Your Cards Accessible in Every Situation
In short, don't leave home without them! It's a great idea to keep a
small box of your cards in your glove box, just in case you find
yourself in a situation where you need more than you've carried in
your pocket or purse. In addition to my jacket pocket, I tuck them
away in my briefcase, wallet and computer bag, just to make sure I
never run out.
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In addition to being sure you have your cards on hand, be
sure that your networking partners always have your cards. Check
with them regularly to see if they need more, and be ready to
provide them with whatever quantity they say they need in order to
promote you.
Seek Situations to Exchange Business Cards
There are many opportunities in which you can pass on your card to
prospective clients and customers as well as referral sources you
wish to develop. Some are obvious; others are not. Whenever you have
a one-on-one meeting with someone new or someone you haven't
seen for a while, give her your business card. At mixers and
social events, be sure you have plenty of cards when you go in.
These are good places to extend the reach of your network.
Conventions and trade shows are another great venue for
exchanging business cards. The vendors at the trade shows are
anxious for you to take their card--don't make that a one-way
street. Be sure you give them your card as well.
When you visit a non-competing business that might attract
the same people you would like to have as customers, ask if you may
leave a supply of cards to be handed out or made available. In most
cases, a business that's complementary to your own is always looking
for a networking partner. An example would be a sports nutritionist
leaving a stack of cards at a martial arts studio. Be creative and
consider even bringing your own cardholder to leave out.
International meetings and events can provide an opportunity
to give out your business cards. Consider having your card printed
double-sided, with English on one side and the language of the host
country of the event on the other side
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Contacts
at a Distance
Whenever you communicate with someone in writing, send a card if
it's appropriate to the occasion. Enclose several cards in every
packet of sales material you mail out. Along with your thank-you
note to the business person whose referral brought you a major
contract, include a business card to replace the one she gave away,
plus several more.
After any telephone call in which business was discussed, follow up
with a letter outlining the main points of your discussion and
include one or more of your cards. E-mail is a great way to follow
up, but a letter will actually allow you to include your business
cards.
Special Tricks of the Trade
When giving out your card, hand-write something on one copy, such as
your cell-phone number, a secondary e-mail address, etc. This will
give that particular card a greater chance of being held onto. Be
sure you give a couple of "clean" cards to that person, as well, and
ask your new friend to pass one on to a potential customer.
After you get someone's card and have ended your time with them, make
notes on the back of the card to jog your memory about something
special that'll help you remember them.
The main thing when handing out your card is to keep in mind what an
effective tool it can be. Take maximum advantage of its full
potential. And never, ever, be caught out without it.
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