Stop Being Impossible to Find! Create the Triangle of Recognition
I recently attended two relocation events that brought together several hundred relocation professionals and broker owners. It was a chance to reconnect with many old friends and associates and make some new connections.
I don’t always ask for business cards, but often people will offer them while networking, and I happily take them. You may find yourself an unwilling recipient of my quarterly newsletter, but other than that, I am unlikely to bother you except to say it was nice to meet you and connect with you on LinkedIn. If I have had a conversation with someone and promised to send something or follow up, I definitely ask for a card.
Make yourself unforgettable.
Offering your business card creates several opportunities:
Business cards reinforce what I call creating a ‘triangle of recognition’. If people can’t associate your name with your company and your market, then you are doing them and yourself a disservice. I can’t tell you how many Directors I have known for years, and I have no idea what market they serve. Do you see the problem there? Not every RMC or broker who has a referral will take the time to do a deep search. They often go with the first person or company that pops into their head, and it may not be you.
Business cards reinforce the quality of your personal and company brand. Don’t underestimate the power of a well-designed business card and a professional company logo and headshot. They don’t need to be cluttered to get the message across. And don’t skimp on the quality. I am also a fan of easy-to-pack, meaningful company swag. I received some really fun, high-quality giveaways with clever messages and reminders of their market area. And btw, your email signature line should house all the same information as your business card. Don’t make people guess where you serve or how to learn more about you when they get their first email from you.
Business card exchanges can lead to interesting conversations that let you connect with others, not just network. So think about adding something to prompt conversation. For example, the back of my card says, ‘Relocation, Mobility and Real Estate Consulting.’ Think of them as a tiny two-sided billboard for you. Yes, use both sides if your company will allow it.
Business cards let the recipient find you elsewhere if you list your website and social handles. At the very least, have an up-to-date LinkedIn profile with your contact information. You don’t necessarily need your address on your card, but you do need to list your general service area and state(s).
And how are we to enter drawings at conferences without a handy dandy business card?
Don’t be a secret agent.
A couple of things stood out to me on this trip. Several people did not have business cards at these events. Some said they forgot them, and another person who was a sponsor told me he simply didn’t have any. He said he had a digital card. I gave him my paper card, and he emailed me his contact information. But of course, I forgot his name, and by the time I got back to the office, that email was buried under hundreds of others.
Another person I met didn't have a card with them. Right then, I should have asked for their contact information and put it in my phone. That’s on me. At their request, I wanted to follow up on our conversation. Since I didn’t have their email or phone number, I tried visiting their company website. There was no email or phone listed, only a form to fill out to contact them. Then I went to their LinkedIn profile. I connected there, but no email or phone number was listed in the contact information. Even a company marketing flyer on their LinkedIn feed didn't include any contact information. Then I checked their network’s website directory, and only a generic referrals@_______ email was listed. While those relo inboxes are effective for ensuring multiple people monitor referrals, they shouldn't be the only forward-facing way to be contacted.
Business cards are not old-fashioned. They are efficient.
They convey everything you need to know to be contacted in a tiny rectangle. Sure, QR codes and digital CV cards are cool and a great way to lead people to more information. But if I use a digital means to add you to my 1500+ contacts in my phone, you will never be seen again because I will never remember that you are there.
Stand out in the sea of sameness.
Why make it so hard? We should be shouting our phone numbers, emails, and social links from the rooftops. Make yourself memorable. Collected business cards will likely end up in the trash. But the brief moment the recipient spends previewing them when they get home may imprint on their mind and lead to your next referral.
