People spend too much time worrying about their business cards. One-sided or two-sided, with or without an image, in what format, and the list goes on. The fact is, most business cards go to waste, and you need a better strategy to get what you really want for your time: new customers.
Here’s a simple strategy to increase sales and maximize the ROI of your network. ONLY SAY NO when someone asks for your business card. Stick with me, I tried this strategy while doing research for an article, “Business Networking Organizations: Should You Pay to Join?”
If you plan to join a networking group, like BNI, for example, you must first prepare a marketing plan and budget. Their costs are much higher than the registration fee. Marketing strategies like the one below will help you close more customers and maximize ROI from your network.
I attended several group meetings as a guest. At a meeting, I introduced myself during the presentation session and handed out my business cards. Later that day, I sent a follow-up email to everyone in the meeting using email tracking software. I tracked open rates, links, and the number of responses.
At a second meeting, same organization, different group the same size as the first group, I introduced myself and said, “I don’t have any more business cards with me.” The eyes rolled. Then I announced, “I’m going to send you all an email with my contact information so you don’t have to write it down.” The expressions quickly turned into smiles.
Before sending my contact information to the second group, I called the group member who I felt was the most qualified prospect for my services (second marketing contact if you’re counting). I asked him if he could send me his email list for the group, saving me some time typing. He said sure. In exchange, I offered to buy him lunch, which he accepted.
I sent the same email to the second group. Open and click rates were significantly higher for the meeting where I didn’t hand out business cards. I also received several reply emails from the second group, none from the first group. Why?
Several possibilities, but I think the main reason was that the second group was “waiting” for a communication from me (pseudo-permission to send them the email). The first group had no expectations, fewer opened the email, and no one sent a response email.
Also, not having business cards gave me a legitimate reason to call my best prospect in the group. By the way, after meeting this prospect for lunch, I continued to build a relationship with him and he is now a customer.
This strategy works, but you have to be diligent about following up. Give it a try and you will see a better return on your networking time.