Calling card, visiting card or trade card; whatever the history the intention of a business card remains the same – to get potential customers to call you. Integral to making a lasting first impression, ensuring you are the one who gets that call, every good Salesperson needs to realise that there is more involved in the creation of a card that will secure you business than meets the eye.
The background to this staple item can be dated back to the 17th century when in London they were used to display maps directing the public to a particular business. In the 19th Century business cards resembling more of what we are used to today appeared and became an essential accessory to any middle-class lady or gentleman. Today they are just as essential but are we making the most of them? Professor Cary Cooper of Lancaster University Management School believes that millions of business cards handed out by bosses to make a good impression with would-be clients are “egotistical, gimmicky and grim.”
But why all the fuss? Do customers really pay that much attention? Would your card be less likely to reach the bin if you made more of an effort? Surely all a Salesperson needs is a black and white card stating name, telephone and address, right? Wrong. “Your card might be your only chance to impress your ideal client. Just think of how much business you could lose by getting that wrong,” says Roy Gronow, Director of leading print and reprographics firm Entwistle Group.
If you want to stick in a persons mind, make an impression and assist yourself in gaining sales for your company, invest a bit more time and thought into the process. A card that looks exactly the same as the next is going to get you nowhere so try to make it stand out. “It doesn’t matter whether you are innovative, conservative, humorous or deadly serious – your card is an ideal opportunity to prove that and leave an impression,” said Professor Cooper. The other important thing to do is aim your card at the sector you are going to be focusing your search for business in and if this means having various cards, so be it.
Think about ways you can make your card stand out, express what you do or be imaginative therefore evoking a particular thought. This will enable the potential customer to associate that thought with you. If you are a designer, show the customer what they can have as you will undoubtedly get work in this area based on what you put out there, if you are a hairdresser, show a photo of the latest cut.
It has become fairly common for people to use a photograph of themselves but this is in danger of being seen as egotistic however, used creatively it can work and give people the impression that in sales you are both innovative and stylish. You could try using a photo of something unrelated, or related in a way that presents the customer with a puzzle to work out and in the process, establishes you and your company in their mind. Modern printing techniques mean you can print on plastic, have a gloss finish or utilise both sides of the card. There are innumerable options out there; all you need to do is give the creation aspect the amount of time it deserves.
Go wild, be imaginative and most of all maximise the opportunity to sell yourself through these nifty small, but hugely important cards.
