Prospecting Tools: Business Cards
Business cards are remarkably powerful tools in the sales process. They contain all the information a prospect needs to contact you at any time. They’re small enough to fit in a wallet or rotary file, yet they can be visually memorable if well-designed. You can write notes on the back or even offer a mini-brochure listing a few benefits of your business. Handing one to someone usually results in them giving you theirs, establishing permission for you to contact them.
Have a high-end graphic designer do your cards and have them printed on high quality stock by a reputable printer. Your designer can handle the printing. Cheap generic cards or laser printed cards are fine for temporary use but you do not want to convey a sense of being temporary so get good ones as soon as possible. You don’t want to scrimp here because these little contact makers are often the only reminder a prospect may keep of you and your business.
Your primary goal after getting a new batch of cards should be to get rid of them. Hand them out at the drop of a hat. Attach them to all outgoing mail including bill payments, invoices, letters etc., even if you know the recipient already has one. Don’t worry if they seem to have no connection with your business. They may know someone who does. I have a friend who went to a party for a college buddy at a run-down house. While there he got talking to another guest who was a relative of the hosts. After chatting they exchanged cards which he didn’t really look at because it seemed an unlikely place to make business a connection. When he got home and emptied his pockets he discovered he’d been talking to the CEO of a Fortune 500 company! Needless to say it was a good connection.
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