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To excel today we must creatively differentiate our company and our offerings to impress
customers and prospects. The need for enhanced professionalism begs the question, what
will it take to raise standards in a fashion that consumers will notice? The job is a big
one, and there are no silver bullets that will provide a "quick fix" for any
existing negative perceptions. It must start, however, with the person who looked back at
you in the mirror this morning. If we wait for everyone else to begin the battle to raise
professionalism, it will simply never get done. The person to do it is you, and the time
to start is right now. The battle must be waged on several fronts. Those fronts include
you, your people, your products and/or services and your community presence. Everyone in
the loop must be passionate about image, professionalism and delivering quality in every
way.
Front 1: You must set a positive example. It is a basic leadership responsibility! The
"Leadership Limitation Syndrome" dictates that your people will seldom, if ever,
be any more dedicated, better informed or inspired for excellence than you.
Front 2: Your Team. Getting sharp ethical people is more important than
ever. They must then be trained, led, reinforced/corrected and compensated appropriately.
Looking professional, being a positive source of energy, asking good questions, and making
written notes of the prospect¹s needs and desires are all critical pieces of the sales
puzzle. There must also be an ongoing program to support the continual maintenance and
advancement of their sales skills. Your people are your most critical asset; appreciate
rather than depreciate this asset category.
Front 3: Your Community Presence. Staying visible in a positive light is
critical for any organization today. This visibility comes in two forms. The first form is
your image and reputation as a business person. How you go to market, serve people, and
generally do business is key for long-term success. In marketing any products to
consumers, you must always realize that their perceptions are your reality. The second
form of community presence is the degree to which you engage in public relations
activities to support the overall welfare of your community. Don¹t expect such efforts
and investments to be a quick fix for lagging profits. They are best seen as part of a
long-run plan to "do well by doing good."
Front 4: Coordinating Strategies and Leadership. This final front in the battle for
improved industry image is the one where the management team ties the first three fronts
together. As a general rule, employees look for a place to work that has two
characteristics; (1) the management knows where it's going, and (2) the management makes
every effort to make the journey as pleasant as possible.
It was once said that no one can be considered a true business professional unless they
make provisions for replacing themselves and advancing their industry. Every company and
individual is either progressing or regressing -- there is no ground for the status quo.
Now is the time to push the envelope of progress.
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