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Stop Taking Notes on Business Cards
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Stop Taking Notes on Business Cards!

By Barry Siskind

How will you follow-up after the show with all those prospects that express an interest in your product or service if you don't write the information they give you down somewhere? "Well," you might answer, "I've got all their business cards."

This is a typical answer and one that is filled with problems. Business cards belong in a Rolodex but as a follow-up tool they leave much to be desired. Business cards do not give you any clues to important bits of information the prospect may have shared with you at the show.

"Yes, but," you are probably saying as you read this, "I can record their bits of information on the back of the card." There are many problems with taking notes on the back of business cards. First, you will collect inconsistent data from prospect to prospect from the bits and pieces of information you hear.

Another very practical challenge are the cards printed on both sides leaving no space for notes - now you are really stuck.

A further problem is culture. Many cultures take considerable pride in their business cards. Taking a properly presented, pristine business card and scratching notes on the back is as bad as writing on their forehead - it is a real insult.

The answer is simple. What every exhibitor needs is a small pre-printed form that lists the pertinent questions you need answered. I call this valuable tool a "Lead Card." As simple as it is, it becomes your most important trade show document.

During the conversation with the prospect simply record their comments. If you feel uncomfortable writing in front of them then simply ask their permission. "Do you mind if I jot down some notes?" The Centre for Exhibition Industry Research reports that 18% of all show leads are not followed-up. Having the prospect witness you taking notes is a reassuring sign that their post-show needs will be attended to.

Don't confuse your lead card with one of the many lead retrieval systems available. Lead retrieval systems as terrific as they are, can lead to abuse. A boother may simply assume that scanning a badge or swiping a card is sufficient. Often the prospect has other information that the lead retrieval system is not equipped to record so the answer is, use both.

When you have the option, first use the lead retrieval system to capture basic information quickly. Then use a manual lead card to record additional information. When the show is over simple marry these two documents and now you have loads of good information to help make your follow up more meaningful and profitable.

Lead cards - don't go to your next show without one!

For a copy of the lead card e-mail barry@siskindtraining.com.