Connecting: Investment in simple tools boosts marketing efforts

Marlene Chism, president of ICARE Presentations in Springfield, works with companies that want to build strong business relationships and with individuals who want to be better communicators.

If you are a business owner or entrepreneur, marketing your business can drain your budget. If you are between jobs, you may feel drained of time and money. However, there are three tools that, when used correctly, can give you just the boost you need for a very minimal investment of time and money a handshake, a business card and an introduction.

Handshake

When greeting someone, look him or her in the eye and grasp their hand firmly, web to web, give a shake or two, then disconnect. Dont place your other hand on top, or put your free hand on their shoulder unless you are already close acquaintances.

Drop the philosophy that says if you want more power twist your hand to where your counterparts hand is facing the floor and yours is on top. Handshaking is not a platform to showcase your strength or play psychological games. You are there to build relationships, get acquainted and treat the other person as your equal.

Business cards

Many mistakes are made with business cards. The first rule is to have one.

Excuses range from Im just out of college to I just changed positions to Im unemployed to Ive just started my business so I havent had time.

At the least, get a nice card stock card with your name and phone number on it. Business card blunders include:

flimsy cards that feel cheap;

homemade cards on a personal computer where the ink leaks (invest the $50 to have real ones made); and

using a glamour shot instead of a business photo.

Of course, the worst mistake is leaving the card at home. Keep some handy in your glove compartment for those times when you forget to restock your wallet or purse. Make sure the information is current and leave off the e-mail if you dont regularly check it.

If you are just starting out or in job transition, you can get creative and place one of your favorite quotes on the back or front of your card to be used as a conversation starter. For example, I was working with a young man who wanted to be an actor. I suggested he get a business card with his contact information and then have a quote that says, Not really just acting! People will see the quote and inquire as to what it means. Then he can tell them that he is an actor working in Little Theatre, and planning to go to Hollywood in a year.

Perhaps he will meet someone who knows a producer or has connections in Hollywood. Having a simple business card makes you look professional and prepared if you are just out of college or in job transition.

Introduction

Your introduction is perhaps the best tool you have besides your business card. It is the way you publicize yourself, attract new opportunities and inform people about your business. I have witnessed many mistakes at business round table events, including:

taking too long to introduce yourself therefore boring your audience;

starting out by apologizing Im not very good at speaking in public;

giving an advertisement and giving announcements;

showing a lack of confidence;

speaking too softly or too fast; and

having no organization.

An introduction at a business-to-business round table is essentially a way to describe yourself and your services in a succinct way that is memorable. For example, mine, is My name is Marlene Chism, president of ICARE Presentations. I work with companies that want to build strong business relationships and with people who want to be better communicators.

If you are unemployed, use the introduction as a way to gain employment leads. Instead of saying, Im unemployed, say instead, Im looking at several options right now and am extremely interested in then name your interests.