I have been told my business cards, and those of the over-achieving members of our service department, look like the exterior of a car decked out for a NASCAR race. But I take that as a compliment, for according to the National Association for Stock Car Auto Racing, NASCAR is consistently able to “package product attributes that capture latent markets.” My favorite business cards are crowded with colorful logos, certifications, authorizations and newly achieved awards, as I have always been a believer in being certified whenever possible. Besides, identifying an appropriate goal and achieving it is always worth personal acknowledgement and public announcement of the attainment.
Furthermore, I prefer to work and do business with people that I believe to be by nature goal orientated and a bit competitive—people who are always striving to achieve the next level of knowledge and willing to do the extra work required. These are the types of people I believe will keep their word and go the extra mile when becoming my partner in business.
Extending this personal philosophy to my business, attaining industry certifications and awards, along with business and social recognition that will place us ahead of the competition, is a priority. Once achieved, make sure your company maximizes the internal and external value of your accomplishments. Make a habit of positively differentiating your company and specific staff members by recognizing each significant attainment on business cards, email signatures, websites and other business literature. This allows your customers and competitors to view the level of your of business leadership. Each new recognition can also be a subtle way to encourage your staff to continually take advantage of company-sponsored or personally-directed educational programs.
Having your company encourage and sponsor plans for continuous improvement is a good way to counteract the commoditization of the CPC and MPS pricing. The companies with a proven history of well-educated staff and progressive management can provide tangible proof that their company provides a complete package of network administration, document management, managed print services and equipment acquisition.
The independent dealer can quickly earn the right to charge a fair and appropriate price for the products and services they offer by achieving and updating the marketing of their programs and practices that set them apart from the competition. There is a fine line between self-aggrandizement and enabling your (potential) customers to understand just how complete and competent your business offerings are. Certifications provide an official stamp of approval from the organization that has set the standards of competency. It also ensures your company and staff understands the importance of how to plan, start and complete necessary business functions.
A professional way to have your entire staff continually advertise the significance and depth of your company’s ability is to design a visually attractive business card or to customize the signature section of your email. Your web page, social media, brochures and catalog should also reflect company and staff achievements. The commoditization of MPS, document management and networking administration, and competing with Internet pricing increases the need to continually market the accomplishments that differentiates the products and services your company provides.
I recently retrieved a business card I had received from an office equipment dealer who had attended one of my seminars. I was following up on a couple of items he had requested. Rather than having to write a long emailed explanation, I decided to just call the company owner. Much to my surprise, his business card had the standard address, email, website and telephone number. But there was no area code listed on the business card next to his phone number. Google quickly helped me discovered that 307 is the only area code for all of Wyoming. With all their offices in Wyoming I imagine he figured it was neighborly not to include any unneeded information. This revelation made me shake my head in despair when I realized our current local servicing of Southern California included 14 different area codes. Each of us must figure out what is appropriate to include in our business advertising.
Take a look at your business card. What does it say about you and your company? Upon returning from an industry or community seminar, conference or trade show, take a look at the business cards and other information you collected while attending.
Before reviewing these business cards, add your own card to the group. Take a quick look at each card and divide them up. First appraise each card’s overall first impression. Which cards stand out in a positive way? What differentiates a card from all the others? Is it the color, the logo or company slogan, a map to your office, the type of card stock, or something else that caught your attention? If you perceive yourself as a creative, state-of-the-art, full-service company, make sure your business card and other printed or internet based information reflects your perception.
During your sorting process, separate out the boring or unattractive cards. Where does your own card fit within the group of newly arranged stacks? What does your business card, and all the other items that represent your company say about the type of organization you represent? Is there an ecological statement or green insignia? Is there a reference to a social media contact? Does your sales and service staff have their CompTIA certifications or sales awards listed? Is there 24/7 contact information? Is there a company slogan or eye-catching logo? What memorable statement does your business card make that will make the receiver want to follow up with the company or person that card represents?
Are there any cards that you (or the giver of the card) personally wrote something on? Sometimes the giver or receiver will make a notation on the back of their card. Often this is overlooked when business cards are being reviewed face up. If someone writes on the back of the card, make sure there is a notation on the front signifying to turn it over. You can use a handwritten arrow that points to the edge of the card or fold a crease in the card that reminds the receiver to turn the card over.
Once you figure out what images and words are most appropriate to attract new customers and re-assure current clients that you and your company are industry leaders and worthy of their business, extend this information to your web page, social media offerings, brochures, marketing campaigns, advertisements, catalogs and fliers.
If your company uses pre-designed advertisement where you just add your own company name and logo, you can easily customize these basic marketing materials (provided by many vendors) by printing on colored, embossed, or light-weight card stock. You can also have stickers designed with logos or certifications that can be added to any pre-existing card or other company literature. The addition of a branded logo, company color scheme or company slogan can quickly customize and increase the brand familiarity of pre-designed marketing aids.
Your company’s customized business literature need not to look like a speeding NASCAR advertisement. Your goal is, however, to make sure your company is consistently recognized as a leader in your market. People are usually willing to pay more for a superior product. Value has nothing to do with the cheapest price. Creating an appropriate advertising style that reflects personal and company achievements can help maximize the unique values your business and staff provide your current and future clients.
