At B2B Signs and B2B Print we help people portray their business PROPERLY to their target market, through signage, vehicle graphics, pull-up stands, pop-up stands, reception signs, window graphics, business cards, leaflets, brochures, banners etc. etc. etc.

Why am I starting with that? ………., no not for the advertisement value, but to outline that over 15 years I have had many opportunities to see businesses presenting themselves well and presenting themselves poorly. I have watched many buyers making the buying decision and this has given me frontline experience as to what buyers take into account when considering a purchase.

I have two business card stories to help you get your head around this.

One was the occasion when I was at a funeral and met a few guys I knew at the reception afterwards. The only one I didn’t know in the group of four was introduced to me and we shook hands. One of my acquaintances encouraged him not to be shy and offer me his business card and outline what he does. It was suggested that maybe I could give him some feedback. “No thanks” he said, “I have an online website where I order my printing”. He passed the business card, anyway, which I took a few seconds to look at. (In my view it was cluttered and too light a grade of paper). He proceeded to outline the technical services he offers to large radio networks. He had recently returned from the U.S. where he had been delivering a super presentation to great radio stations, hoping to win business at the top end of the market. I asked him had he converted any of the prospects. He said no, but he was still chasing up on them. “Is this the business card you used for the trip?” I asked. “Yes” was the answer. “You have a spelling mistake in the strap-line just under your company name” I sheepishly offered. I didn’t really feel comfortable stating that but I do believe in putting the reality where the reality is. A couple of the guys laughed and one of them said “Like you’ve never used that one before!!” The business card owner seemed a bit unsure, looking at me quizzically. (You can imagine!). I quietly repeated “You have a spelling mistake in the strap-line just under your company name”.  I handed him back the card and asked the group generally “Any one for a beer?”

Do I need to spell out (hehe) the implications of what happened there? Do I need to get into what the guys were thinking? Do I need to explore the chances of his conversion rates being under pressure because people can see that there is a poor approach to presentation, attention to detail, relationships and quality? I’m sure you get the picture.

My second story revolves around a guy I sat next to at an event. He outlined that he offers a professional consulting service around the area of business improvement and performance analysis. He mentioned his experience and the professional courses he had completed over the years and of course it wasn’t long before the business card came out. You know the type…… It was a very light paper already bent in my light grip, smaller in size than it should have been, tiny writing which I struggled to read, with a yellow background and 4 coloured boxes joined by arrows on the top left as a logo. I asked him had I met him before somewhere as his card seemed familiar. He mentioned that he had been at a similar event some months ago and it may have been there. No, I thought, it was more recent than that. I took a minute to root through the folder I had with me…..just on the off chance. Lo and behold I found it! A business card I was looking for. It had a lady’s name on it and it was the same size, thickness and colouring as his business card. Yes, you guessed it; it also had the exact same logo as his one. I couldn’t resist J (I’m smiling again now, just thinking about it!). “So…….” that was me pausing for dramatic effect , while I watched him as he contemplated what was coming…… “What’s the connection between this lady and you?” I innocently (!) asked. His explanation came out, a bit more akin to an admission of guilt for a crime rather than an explanation for the source of a business card being a cheap website which had templates to pick from.

I’m sorry but it was hard to take his business seriously. This confusion over the linked/connected identity, plus his admission that they were imported just seemed to get in the way. He works this local market to get business from it but his spend, even the small one around business cards, goes outside the country. Contrast that with a well presented business card which leads to a conversation around needs. Like the ones I have all the time with my business cards.

Moral of the stories, don’t pay a fiver for trashy business cards (same applies to signage, vehicle graphics and leaflets etc.), if you really want prospects to take you seriously. Better to work out your communication issues and then as you invest in the messaging, enjoy a return. There’s a big difference between cutting costs and getting VALUE and RETURN ON INVESTMENT on small but critical items of business expense.

Good Luck with your business and try and have some fun along the way. I hope my 2 business card stories brought you a smile.

Vincent Scanlon

www.b2bsigns.ie
www.b2bprint.ie

Twitter:  @ B2BVincent