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An Idea A Day by David Thompson

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SALES

ENHANCING CUSTOMERS’ RECALL OF YOU

Patrick Forsyth

HERE IS A card trick that creates a positive, and lasting, impression. A smart business card is part of the basic kit of anyone selling. In some markets (in the East for instance, where the Japanese even have plastic waterproof cards to exchange by the pool), their existence and use is especially important, and they may have a translation of the information on the back.

But cards can all look much the same. Just glance at your store of those from other people—better still, put yours among them and see if it stands out. So something that is truly distinctive may be worthwhile. One tactic ...

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