… and what not to do with them!

If you’re like me, you’ll have a draw full of shiny new business cards that you have not given out yet. However if you are like Mark, our Business Development Manager, your aim will always be to empty that draw, giving out your cards to those who will give you referrals or become clients.

What not to do when you’re handed someone’s business card

Recently Mark was at one of his business network meetings, exchanging cards with colleagues from other businesses. He gave his card to one chap who proceeded to write furiously on the back of it as Mark spoke to him about what it is we do. “Gosh,” Mark thought, “he’s taking lots of notes, he must be keen”, only to see that he had written but one word – ‘Pom’!

Now this might be his way of remembering the people he meets (and indeed Mark does hail from England) but acting so discourteously guarantees his business card will be destined for a short life, and probably his business too.

Here are my picks for making your card more than a keyboard cleaner:

• Ask for a business card from the person you are talking to first. This can act as a prompt for them to ask for one of yours in exchange.
• Give a handful of your cards to your friends and colleagues, and ask them to pass them on.
• Always be sure you have plenty readily available (in your briefcase, handbag, compendium, pocket, glovebox of car, computer bag, reception desk). The number of times I have been to meetings with people where it would seem obvious to hand out a card, and the person has none!
• Give your card out when you meet someone for the first time, including social occasions. It will help them to remember your name, as well as to promote your business.
• Post out 2 or 3 cards, with a note, to those who have contacted you via email or phone.
• Make sure your cards are included in any sales and promotion packs.
• Before handing over your card, write something additional on it for that person, like a cell phone number or secondary email address. This will increase the chance of it being retained. Give them 2 extra generic spares as well.
• Make sure your card has a reason to be kept. For instance:
  • a mechanic might have a tyre pressure chart on the other side;
  • a printer might have a list of SRA paper sizes,
  • a gift shop a space to write ‘must-not-forget’ birthday dates;
  • a shoe shop the country comparison shoe size chart;
  • a coffee shop can make the other side a loyalty card or offer coupon.
• Leave your business card at other non-competing businesses who have the same target audience. Is there somewhere you spend your money where you can leave your cards for others?

Don’t forget you have two sides to your business card!

Your card must have:

• Your name as you are commonly called. If it is an unusual and hard to pronounce one, you can include a pronounciation guide. (Including your middle initial is in my view unnecessary and pretentious – you want to be seen as approachable.)
• Your job title. If it’s generic, like ‘Director’, but you have a particular area or skill that you mostly known for, put that as well.
• Professional qualifications, they do count for something.
• What it is that your business can do for its clients. i.e: your value proposition. But make it clear, not obscure, as your card is a silent sales person when you are not around.
• Contact details, including:
  • the name of your organisation
  • physical locationand postal address
  • phone numbers (landline, direct line, cellphone)
  • email address and website address
  • Make sure your contact details are clearly displayed – not in 6pt condensed font requiring a magnifying glass to read!

In addition consider adding:

• your social networking addresss (Twitter, Facebook, Linkedin, etc)
• a location map to make it easy to find your business
• your photo

Don’t forget your email signature – its your electronic business card. You’d hardly write a business letter on a blank sheet of paper without including your contact details, yet there are plenty of business emails sent out without the senders full contact details.

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Posted on November 9th, 2009 by Wendy Riley-Biddle
Filed under: Marketing