If you do not manage your professional image, others will manage it for you. It is in your branding. Make a concerted effort to be perceived in a certain way. Your professional image is a sum total of your attitude – or perceived attitude. The most desirable being trustworthiness, care, humility, and capability. Interestingly these are portrayed first in how you look then in your technical skills.
Coming a distant third is one’s experience with you if they have never met or heard of you. It is important to note that where there is past experience then this takes precedence. Other ways to manage your image are enumerated below:
a. Dress:
Nothing succeeds like the appearance of success. When you look at the part people will associate your business with all the right positive attributes. Talking of dress, this is in reference to not only the staff uniform but the overall look of the organization: the office, its interior decoration, the vehicles, uniforms of your customer and technical staff.
Staff dress codes should be included in the staff manual. Unless you have a uniform give guidance on what is required but do not dictate every little thing – with time there is always an age gap and you want your team to be comfortable to a great extent with how they look. If the team is happy they will make your clients happy.
Other things you could do is ensure your vehicle and buildings look good – are clean and well maintained. It is also in your interest to ensure at least your reception, meeting rooms and other client waiting areas are comfortable and well designed.
b. Communication
The key to success in human relationships is communication. This is equally important in business. Good communication skills show the essence of a person and their professionalism.
Take your team through good communication skills as part of their orientation in the organization. This should include standard communication tools used by the organization to clients, suppliers and among peers e.g. letter templates, colours codes, memos and email templates. Introduce them to your branding manual and show them how to use it.
c. Work Ethic
Your work ethic will be replicated by your team and it is in your interest to have a good work ethic. Do what you expect out of your team – if not more – especially in the first years before the business can stand on its own. Among all other things you would expect your team to do: Keep appointments, generate results, look professional, work on the progress of projects, and generate profit.
When ready to ease some of your direct responsibilities it is good to promote one with a good work ethic. The rest of the team will emulate what they see and you want them to be putting in the hours. The reality is that though you may not report to anyone your team observes and your actions dictate how they will act.
d. Associations
Your business network and partnerships will greatly influence how you are perceived. Carefully pick your suppliers and profile your best clients. Get involved in your industry Associations and related industries.
e. Flexibility
Be flexible when addressing customer needs and agree with your team on the boundaries to work within when managing customer complaints. Give them leeway to make judgment calls within the agreed guidelines. This makes them more confident and better negotiators. It also helps them improve their decision-making skills.
Having looked at your personal image, moving forward we take a look at how you can make your business look good.
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