Dear Stephen,
What's the deal with handing out business cards today? I'm in sales and work for a big company that gives us business cards, but I rarely use them. When I'm at a design firm or talking to end-user clients, we just tap our phones together or send a text with contact info.
Last month, my boss came from HQ to work with me in the field. He happily gave out his business card at each sales call. I had a worrying feeling he was disappointed I wasn't giving out mine. Then, at a trade show with my company, I got the evil eye from him when I wasn't handing out business cards.
What's the protocol on giving out business cards today? Do salespeople still do this? I'm in my early 40s, so I'm not a kid—but I do sometimes deal with customers younger than me.
Signed,
Here's my card, NOT!
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Dear NOT,
My personal answer to your question: salespeople should still carry business cards! But business cards are no longer the primary way to exchange contact information. Think of your business card as strategic backup and more of a branding tool—it's not the main event.
There are many moments in sales that still demand business cards. Some examples: older customers or C-suite executives in traditional industries who still expect a card. Trade shows are obvious places to give out business cards—and you would definitely be getting the evil eye from me if you didn't hand me one!
If you do business internationally, like I do, you'll find that most people who work for companies outside the United States give out business cards either first thing or definitely before leaving. The business card signals respect. When someone hands you a card and you don't have one to give back, you look completely unprofessional in that moment.
Here are some other things I personally like about having a business card and giving it out—
The business card creates a physical memory of you and your company. If you have a well-designed card with quality stock, it reinforces your brand's image and credibility. Think of your business card as signaling that you're a serious business person. It's like other advice I give people about their careers—a firm handshake for both men and women, polished shoes (as opposed to showing up in Sketchers!), judicious use of your phone, and a business card. All of this says to me: "I'm prepared. I do this for a living."
I hope that answers your question. But all that being said, a business card is no longer enough. Use that business card to immediately connect with that person through LinkedIn. Take their cell phone number so you can text. You definitely need to have a business card and use it—you just need to carry fewer of them these days. My personal advice: it always needs to be a quality card made with great stock.
Bottom line: business cards aren't dead! The best salespeople still carry them, even though they also connect digitally. You use your business card as a professional accent—not a crutch.
Here's my personal experience, and some of you who've been in the industry and have known me a long time may even know this story—
Many years ago, when I was a young headhunter, I ran into Carl Magnusson (who at the time had just left Knoll) in the American Airlines Admirals Club lounge at O'Hare Airport in Chicago. We were both heading home from NeoCon. We had known each other for years, but we still exchanged business cards. Carl handed me what seemed like the Tiffany of business cards—great stock, embossed and even debossed. I was floored. When I handed him my puny Viscusi Group card, I was somewhat embarrassed. Carl had designed the card himself for his own business. He then offered to redesign my business card. Today, I still have that great debossed business card—if you run into me, ask for one! (And thank you, Carl!)
Signed,
Stephen