In the Card Game, Stack Your Deck

By Mark Fulton

After you’ve gone, a business card may be the only thing left for the prospect to remember you by. Or not remember you by.

After you’ve given your great sales presentation about your product, your card remains behind. Don’t be telling me about quality when your business card says "cheap and ordinary."

My business card is an important part of my image. Is yours? If I’m offering top-quality services, my card must mirror that image. People tell me mine does. What kind of message are you sending when you hand your card to someone?

Look at your card. Then ask yourself three questions:

• What do I want my card to do or say?
• What do I want my card to reflect?
• Is my card accomplishing these objectives?

If the answer to number three is no, tear up the ones you have and invest in new cards now.

Developing a card is more difficult than you think. It’s a delicate balance of design and printing that delivers a message and creates an image. Here are the secret ingredients for making a great card:

• Invest in a logo. Pay a designer to create your mark of distinction.
• Logos from graphic designers will cost between $500 and $2,000 (a design fee is usually based on your company’s sales volume). It’s a long-term business investment.
• Invest in design. Graphic layout is as critical as a logo. Let your design firm work its magic from your criteria. Your logo and layout will begin to create your style. Be the best.
• Add color. Let the designer guide you to colors of distinction.
• Use the best materials. Distinctive paper can set you apart. Paper stock and style are becoming an important part of image. Select a color that punches your logo and layout. You are not limited to paper. Plastic, metal, wood and other materials can make your card outstanding. Match the card with the business. If you’re in the lumber business, you card has to be wood. (Be careful if you’re in the septic tank business.)
• Use printing options that set you apart. There are printing options that can add distinction and color at the same time (and the cost is surprisingly modest). You can add the options of blind emboss (raising a portion of your name or logo) or foil stamping (shiny metallic material in a variety of colors). Embossed and foil-stamp cards are the current rage. The more traditional companies and professional firms use the engraving process. It’s similar to blind emboss, but it adds ink to the raised letters. Engraving is the classic style. Your best bet is to get samples of everything, lay them out and see what works best for you.
• Use a top-quality printer. Printers are the link between design and reality. The difference in price between good and the best is minimal. Select the best. This is a one-time investment in your image. Make it.
• Something else unusual. A different size, a custom shape, special fold, die cut, your mission statement on the back, a creative title. It’s the final touch that sets you apart from the competition.
• Ask opinions before you go to press. Get the opinion of your friends, customers, prospects and people you respect. Let them give you information and feedback. Don’t let them make your decisions. In the end, go with your gut feeling.
• Know approximate costs before you begin. Get estimates in writing from everyone, or you may be in for a mild (or wild) billing shock.

A few more points to ponder:

• A new card can be a facelift for an existing business. New, better, revitalized, up one notch.
• You may need more than one card. Revolutionize the cold call with a hot card. Have a special card just for cold calls or trade shows.
• The investment you make in cards is not just paper and ink. That’s the smallest portion. You’re investing in creativity, expertise and craftsmanship.

Picture your biggest prospect mulling over the decision to select you or your biggest competitor. He’s fondling your business card and your competitor’s. Look at your card -would you pick you?

When you hand your card to someone, you only want to hear three words:"Wow, great card!"

Free by fax. For one free "Lito Gitomer — corporate mascot" business card and free samples of FlexCorp cards sent by the Head Buckaroo himself (it’s worth it just to get his card), just fax your letterhead with your name and the word "LITO" to (704) 333-1011.

Jeffrey Gitomer is the author of The Sales Bible and Customer Satisfaction is Worthless, Customer Loyalty is Priceless. As president of Charlotte-based BuyGitomer, he runs annual sales meetings and conducts training programs on selling and customer service. He can be reached at (704) 333-1112 or via e-mail at salesman@gitomer.com. © 1999 All Rights Reserved

© Copyright 1999 Mark S. Fulton