A business card with an associate's name and store information on it can be an effective customer service tool. It will not only help promote your business, but could also promote something even more valuable than potential customers—employee loyalty.

When you invest in your employees and give them "ownership" by printing them personalized business cards, you are saying to them, "I value you." You are building them up and showing them respect by involving them in the ministry of your store.

When printing business cards, you must make a purchase of usually around 250 cards for each person, so be sure to wait until the employee is past the "trial" period, is proving to be a valuable employee and is planning on staying at the store. But after that, don't hesitate to spend some money on personalized cards.

Business cards with a blank space for a name to fill in not only look unprofessional, but they also communicate that the store can't keep its employees. Personalized business cards are worth the investment.

Your store business cards should look different than those used by the other church staff. Having a card specific to the store will minimize confusion about who to bill and where to send products when you are ordering at conferences or conventions.

Also, it will give your store its own identity, which is especially important if your store had an outreach to the community outside the church. It will make a statement that you don't have to be part of the church to frequent the bookstore.

If your store has a slogan or a catchy mission/vision statement, consider including that on the card as well. It will give the customer a stronger sense of what the bookstore is all about. Also, if you're a CBA member, consider paying the fee to include the CBA logo on your business cards.

Business cards can be used by your associates not only as a connection point with customers who come in to the store, but also as invitations to visit your store. Definitely have your employees carry cards with them inside the store for customer service purposes. But, in addition, have them take their cards other places they go so they can hand people a card and offer help at the store.

- Teresa Nardozzi is the former manager of Charis Christian Bookstore at First Baptist Church of Indian Rocks, Largo, Fla.

- Read the complete article at http://www.thechurchbookstore.com/a.php?ArticleID=16602