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