| A few years ago, I was attending a family | | | | chiropractor, tell your family that if they |
| function when I ran into a cousin of mine. | | | | hear a neighbor complain that their back is |
| Having not seen her in more than three years, | | | | hurting after doing spring cleaning, that |
| she told me that her son had graduated from | | | | person may be a patient for chiropractic |
| law school and had passed the bar examination | | | | treatment. You may want to train your mom to |
| and was now a lawyer at a very prestigious | | | | 1) identify a need, 2) provide a solution to |
| law firm in New York City."So what kind of | | | | the person's problem and 3) give them a call |
| law is he practicing?", I asked."Well....law, | | | | to action [tell them what they need to do] |
| The American kind" she replied."Ok, but what | | | | and 4) make them prospect for future clients |
| area of specialization? Bankruptcy? Criminal? | | | | by giving out your business card, plus an |
| | | | extra card in case that person knows someone |
| | | | else who can benefit from your |
| Real Estate? Personal Injury?," I | | | | services.Speaking about business cards, out |
| inquired."You know, I don't really know, but | | | | of the thousands of business cards I receive |
| I know he's a great lawyer, or at least he | | | | each year, I am surprised whenever I get a |
| better be with all the money I spent on his | | | | card that is missing the basics: the address, |
| schooling,", she said."Do you have his | | | | fax number, email, or title, let alone the |
| business card?" I asked."Actually I don't | | | | person's full name.I'm a firm believer that |
| have one with me. He never gave me any. He | | | | your business card must also spell out |
| said just told me to have anyone with a legal | | | | exactly what you do, if it is not apparent by |
| problem give him a call. I'll give you his | | | | your company's name. For example, if your |
| home number and you can talk to him about | | | | business is the SUPER MEGA COMPANY, INC. and |
| it," she said.I'm sure that many people have | | | | you clean windows, it should say "SUPER MEGA |
| heard parents brag about their son "THE | | | | COMPANY INC" with the words "Commercial and |
| LAWYER" or their daughter "THE DOCTOR" or | | | | Residential window cleaners" below it.If you |
| whatever profession they are in. But like my | | | | have a title in the company, use it on your |
| cousin, many of them are not familiar with | | | | card. Are you the CEO? The account |
| what their son or daughter really does for a | | | | representative? The Vice President of |
| living. All they know is that they paid for | | | | Marketing? The Developer of Imaginative |
| their kid to go to medical school, law | | | | Ideas? People want to know.The bottom line is |
| school, graduate school and in their eyes, | | | | that people need to know who you are and what |
| they are a success.After the conversation | | | | the heck you do for a living. Start training |
| ended, I thought to myself about the many | | | | your family members, your friends and clients |
| golden opportunities my cousin had missed for | | | | to get the word out there about yourself. |
| her son to acquire new clients. It was bad | | | | Once you do, you will start to see results: |
| enough she didn't know what kind of law he | | | | in name recognition, and more importantly, |
| practiced, but what made it even worse is | | | | qualified business referrals.© 2005, |
| that she didn't have any of his business | | | | Timothy M. Houston. All Rights Reserved. |
| cards with her.As a business owner or sales | | | | Reprinted with permission.Timothy M. Houston |
| professional, people need to know what it is | | | | is the President of Houston & Associates, a |
| you do for a living. Your first step is to | | | | commercial Debt management and business |
| educate your immediate "sales force" -- that | | | | consulting firm based in Staten Island, New |
| is your family -- as to what you do. This | | | | York with affiliated offices in Texas, |
| doesn't mean that they need to know all of | | | | California and Florida, ( He is also the |
| the technicalities of what you do for a | | | | Area Director for the New York City Outer |
| living. At the very least, you need to train | | | | Boroughs Region of BNI (Business Network |
| them to listen for key words, or to watch for | | | | Int'l).In 2005, Tim launched ( which is |
| certain circumstances where they may be able | | | | dedicated to helping small businesses to stay |
| to provide a solution to someone's | | | | in business. He can be reached at , or Toll |
| problem.For example, if you are a | | | | Free at 1-888-407-4646. |