When it Comes to Business Cards, Vive la France!Written by Shannon Cherry, APR
Don’t let small size fool you. A business card is one of least expensive and most powerful forms of advertising you possess. Your business card is your introduction to potential clients. It’s your opportunity to make an impression with every person you come in contact with. You will most likely need to order 500 or 1000 cards (1000 is much cheaper per card). But what are you supposed to do with 1000 cards?
Business cards don’t have to sit on a shelf collecting dust. I suggest taking a page from French. When I was in Paris, every business had – and used – business cards. Even restaurants and bars used them effectively: wait staff presented a business card either with check or directly to diners after check was paid. It’s a simple, effective technique that works because everyone takes them. Use same idea for yourself. Think of your business card as a mini billboard for your company; you need it to be seen to make an impact. Depending on type of business, there are several ways to showcase your card. You never know who is going to pick it up and call you, or give it to a friend. Widely-used services can distribute their cards in everyday places. For example, my sister, who runs a manicure business, often puts business cards in places where general public might easily see and pick up her card. She hands out her cards like confetti. She places them on bulletin boards in stores and fast food shops, inside magazines at doctors’ offices and on sink in restrooms. She also has a bulletin board in her salon and encourages customers to post their cards, in return for passing out her cards to others. This last idea can be used, with a variation, for any business. When handing out business cards to an individual, give out three at a time, asking them to distribute them to others they may think might be interested in your business. Do same in return.
Why Should I Buy From You?Written by Kelley Robertson
Virtually every person who enters your business has this question in their mind. To truly maximize your revenues you need give people a reason to buy from you versus a competitor. This article will explore a few strategies that will help you differentiate yourself from your competition.
First, it’s important to understand that people make their buying decision on two levels – logical and emotional. The logical aspect revolves around product or service and includes such things as product specifications, warranty, price, colour, size, ease of use, etc. Anything directly associated with product is a logical need. The second buying motivator and, perhaps most powerful, is emotional aspect of sale. These criteria are less tangible needs and include feelings of success, relief, pride, joy, fear and concern. For example, a person buying a pair of jeans will have specific logical needs such as waist size, inseam length, colour and style. But, ultimately, emotional aspect of how they fit and look will influence that person’s buying decision.
To uncover your customers emotional buying requirement learn to ask, “What are you looking for in a…?” followed by “Why is that important to you?” The first question helps you learn logical need while second question will help customer express emotional reasons behind their purchase. In hundreds of sales training workshops I’ve conducted, I’ve learned that most salespeople and business owners have a tendency to leap into a product demonstration before they have learned what is important to customer. Invest time accurately and thoroughly learning your customer’s need and wants. This will help you to begin differentiating yourself from your competitor.
The next step is to give a presentation that focuses on customer’s needs. Rather than discuss everything about your product or service, focus first on what customer identified as being important. This demonstrates that you listened to what they said and will help you separate yourself more effectively.
When presenting your product or service ensure you discuss benefits as well as features. The feature is “what it is” and benefit is “what it means to customer.” A great way to phrase this is to say, “Our equipment extracts 97% of water from your carpet (feature) which means your carpets will be dry to touch within three or four hours (benefit).” This addresses customer’s emotional buying needs which means there is a greater likelihood they will buy from your versus a competitor.