I recently attended a networking event for small businesses and, as is customary at these events, everyone passed their business cards around. Now, since I am in the business of helping small businesses prepare and present the best possible image for themselves, I tend to take a good look at the overall quality and presentation of the business cards that come my way. Usually, there are a few cards in the bunch that could use a little sprucing up.
So it was at this particular event. I found, in the pile of business cards, one particular card that definitely needed my help. The card was flimsy and cheap. The printing was blurred. The content and presentation was sloppy and poorly presented on both sides. If ever there was someone who could benefit from a business card makeover, this was the one.
Now came the tricky part, approaching the business owner and delicately and respectfully letting him know that his business card was not exactly doing a good job of truly representing the quality of his services.
Luckily, through some trial and comical errors, I have worked out most of the bugs in these approaches so, as the event concluded, I approached the owner of the business’ card at hand. I introduced myself and briefly described my business. I then told the business owner that what I was about to say was a bit of an awkward topic to approach and I wanted to be clear; I was not there to criticize. I then told him, I could tell by his introduction that he took great pride in his business and the quality of his services and that I thought, perhaps his business card did not do an equal job representing his business and could be improved upon to better represent the quality of his business.
His response? “I’m doing OK” he said. I was a little confused by the answer. What does that have to do with what I just said,.. I wondered. He then added that he is trying to save money, mentioned something about a printer he doesn’t do business with for some reason he partly explained, and then began to dismiss me as if I was trying to sell him a used car. I told him I wasn’t trying to sell him design service and it wouldn’t cost him any more than the price of the printing but he was already finished with the conversation.
What this business owner didn’t know is, prior to approaching him, I had shown his card to people near me and discussed how I was going to approach the owner. Everyone who saw the card said the same thing; horrible; this card (and business) would be dismissed by most and definitely needed help.
So, while ignoring the value of a clean professional image because he feels he is ‘doing OK’ this business owner is effectively ignoring the business he loses every time he hands one out. It should be noted, I later visited his web site. There too was a valuable marketing tool representing this business going to waste. I can’t help but wonder, if business is ‘doing OK’ with the communication media as-is, imagine if he ared enough to have a clean professional presentation.
The entire experience shows that like beauty, perception is in the eye of the beholder. There is the perception of the business owner that thinks his sloppy looking business card and web site are fine as-is. There is the perception of the potential customer that receives the business card or visits his site and decides to seek services elsewhere because of them.
Like it or not, first impressions do count and perception is reality.