Handing out business cards serves many of the same purposes as the Victorian custom of leaving calling cards (with the butler, yet) to announce you had dropped by for a visit and were looking forward to an opportunity to sit and chat. That fine old convention accomplished several objectives:
Told the recipient you thought he or she was worth your time and attention.
Respectively placed the decision on whether to see you in the recipient's hands, rather than forcing yourself into his or her day at an inconvenient time.
Gave the correct spelling of your name, and sometimes a title or affiliation.
Allowed room for a brief note, such as "in town at the Hoover Hotel until Saturday noon" or "will call back at 5 p.m. tomorrow."
The business card of today incorporates all the uses of the old-fashioned calling card and does still more:
Invites a new business acquaintance to get in touch with you.
Defines your position and responsibilities (e.g., Vice President, Sales)
Provides as many as four ways or more to reach you: mailing address, telephone, fax, e-mail address, and sometimes your assistant's telephone number and alternate phone numbers for you.
The smart businessperson should have at least a few cards in a jacket pocket - and the cleaner and newer-looking they are, the better.
You never know when you may need a card (at a dinner in a restaurant, say, or sitting next to someone in a baseball stadium's bleachers), and they should be in perfect condition when you present them. Stationery and department stores sell business-card holders that prevent smudging and creasing.How to hand out business cards, and to whom?
If you're reasonably sure you'll be dealing with someone in the future, ask for a business card and give yours in return. Probably the one exception is a top executive who clearly outranks you; if such a senior person wants your card, or wants you to have theirs, they will tell you so.
When given a card, don't just snatch it and jam it into your pocket. Take a moment to look at it, perhaps complimenting its design. Then slip it into your wallet or datebook.
Offer cards one to a person - not a fistful as if you were trying to flood the market with the wonder of you and your title.
Offering your card privately to someone at a social event is perfectly fine - but suggest holding off on detailed business talk until another day. Don't pop out a card in the middle of dinner that has nothing to do with business; if you want to present one, wait until you've left the table.
Like the old calling cards, business cards almost always benefit from a personal touch. If you have a special day of the week when you're not reachable, a note on the back of your card ("Tough to get hold of on Wednesday mornings") shows you as thoughtful.
With the increase in business between Americans and others around the world, I want to include a note on using business cards internationally. One writer on international trade declares that your business card, carefully created for use in the country you visit, is the one card you should never leave home without. The expense is smaller than you might think. But what should you put on it for the convenience of your international business contacts?
After your name, your title - as well as your function - should be shown. For example, if you function as the associate director of training for the Human Resources department, give an additional title if you have one, such as assistant vice president. In case your title or position is one that a foreigner might not understand, consider putting a "plain English" version in parenthesis - for example, "Human Resources (Personnel)."
Don't omit your title, even if it's a junior one. In many countries, particularly Latin American ones, hosts who don't know your title won't know how to treat you or whom they should designate to do business with you. Avoid the temptation to exaggerate your position - being found out could have serious consequences, even to the point of wrecking the planned negotiations.
If English isn't commonly spoken in your destination, print one side of your card in English and the other in the native language. Even in countries where English is the second language, you'll be less likely to find English speakers in small towns than in the larger centers of trade.
Some experts suggest that you can have your cards printed once you are overseas - but if you don't know the language yourself, be careful who you give this assignment to. Ask for a recommendation from your hosts.
In many countries, the exchange of cards follows a certain protocol. There may be a designated time for presenting cards - for example, at the beginning of a meeting or after you've been introduced. In some countries, good manners dictate that you present the card with both hands, or with the foreign-language side up. When you receive a card, don't just stick it in your pocket. Read it right away and place it in your own card case or briefcase.
You may be surprised at how many cards identify the person as "Doctor," particularly in Europe. Unlike in the United States, men and women with advanced degrees, or even university graduates, legitimately go by the title. Even if to you the title is not meaningful, it's a faux pas not to use it.
Wherever your travels lead you, remember to pack your business cards.
Your Worldwide Business Card Companion