Your Best Conversation Starter - Short Attention Span Sales Tip
Right off the bat, I need to apologize to you. I might have written on this subject recently and if I have, I apologize. Very often I will come up with an idea for a blog or a tip for my Printing Impressions column and will write it on a piece of paper on my desk. Sometimes it gets developed and sometimes it gets thrown away and sometimes the cat eats the paper. Because I create so much content, I can’t always remember if I ever got around to finishing the thought. So, if I am being redundant, my bad...
I recently had new business cards made up. As I am leaving the Association and going back on my own (AspireFor.com) and because the PRINT 17 show was just around the corner, I did a quick design and placed my order with the printer in the next town.
No, I did not get five quotes. Chris is a friend and a client and I never even asked.
If I did cover this subject before, I talked about the value of having an interesting job title, something that differentiates you without being hokey. Taking that thought one step further, I think it’s very important to have an interesting business card. Print is dead, they tell us, and yet what other opportunity do you have to get into the kind of conversation that yields a valuable sale if you don’t have one?
An interesting business card. That’s an interesting phrase, don’t you think?
On the surface, the purpose of a business card is to give someone your contact information. Back in the day, name, title, company logo, address, and phone number were all that was needed.
Then came the fax.
But I would argue that your business card needs something on it that causes the person who’s reading it to ask, “What does that mean?”
For example, the bottom of my business cards used to have a phrase on it: “A good vendor is as important as a good customer.” That created conversation. If I was a print sales rep I would write, “We help our customers to find their customers.”
That, too, would create conversation. These business cards of mine will be redesigned soon as I change my logo and I’m going to add my favorite description of sales: “It’s supposed to be hard. If it wasn’t hard, everyone would do it. The Hard is what makes it great.” My hope is that people will ask, “What does that mean?” and I’ll go off to the races with an explanation about what I do.
Your business card is a chief selling tool and if it’s boring you are missing an opportunity.
The video version of this sales tip goes into more detail. You can find it on my YouTube channel by clicking here.
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Bill Farquharson is the president of Aspire For and is a sales trainer for the graphics arts industry. Email him at email@example.com or call (781) 934-7036. Farquharson is also the author of the book, "The 25 Best Sales Tips Ever!" which can be purchased on Amazon. For more information, go to www.25BestSalesTipsEver.com