The Business Card – How Powerful Are They?
The power of the business card. I have been in commission sales for over 20 years and wanted to share with everyone the simplest and most cost effective marketing technique that has generated more sales more than any other approach. The examples below are based on my direct experience in real estate. No matter what type of sales industry you are in, I think you will find it possible to use this same approach. It might require a little more initiative and creativity but the basics are there to help you generate more sales than you could ever imagine.
When I first started in the sales industry in’90, I was pretty much on my own. I had no clientele and even though I had many friends and family, I felt I couldn’t just depend on them wanting to purchase homes. When I look back now, I am so thankful I didn’t because not one of my sales ever came from one of these sources.
If you are brand new in sales, you need to come up with a way to market yourself and your product or service you sell. Advertising can be very expensive and the least expensive form of advertising is business cards. A good quality professional business card should cost you no more than $100 per 1000.
I stood outside a football stadium prior to a Super Bowl game and handed out 1000 business cards. It took me approximately 3 hours. I generated 15 sales from this venture. You can also purchase plastic business card holders for around $.75 each. When you are out at some of you most visited establishments such as restaurants, dry cleaners, shoe repair shop, ask management if you can place your business cards on a table or desktop.
Now that I had no tickets, I decided to get in my truck, pull out my box of 1000 business cards and started passing them out to the fans outside the stadium. Three hours later I was out of business cards and drove home to watch the game on TV.
The primary goal of sales is to create an established client base as our years of experience grows. Word of mouth and referrals are so powerful in the sales industry. The more people that know what business we are in and what services we offer, the more likely they will come to us in the future if the need arises.
The average real estate agent sells only 8 homes per year. In the above example, the conversion ratio was only .015% but my return on investment was over $100,000. Just think if you passed out 1000 business cards per quarter. That would be 4000 per year and 60 sales for the real estate professional. Wow! Pretty amazing.
Needless to say, this strategy worked and my client base increased exponentially over the years. Always carry business cards with you no matter what. Keep them in your wallet or purse and keep them stored in your car. Take every single opportunity to give your card to everyone you come in contact with. You can’t go through too many business cards. Make it a goal to pass out at least 1000 per quarter. You will be surprised to see how much business this will generate for you in the future.
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