Projecting a Professional Image

Frank Cooper
Atlanta Property Inspections

Recently, a home inspector colleague and I went out to lunch during a conference.  I had noticed that he always wore a tie with his dress shirt, which was unusual for a home inspector who works outside, in hot attics and in uncomfortable crawl spaces.  I distastefully remembered my previous jobs from long ago that required to me wear a neck tie every day to work – for me, it became like a corporate noose around my neck that I couldn’t wait to shed.  One of the most appreciated freedoms that I enjoyed after starting my home inspection business was to finally retire the old neck chokers to weddings and funerals and to never have to wear a tie to work again.

I asked my colleague what it was like wearing a tie all day - he must be terribly uncomfortable, the tie must get in the way of his normal inspection duties, etc.  He smiled like he was guarding some important secret.  He leaned over, and in a quiet voice so that the other home inspectors at our table could not hear, he explained to me how his average home inspection fees have gone up $50 or more since he began wearing a tie to his home inspections!  He went on to say that he felt wearing a tie was more respectful to his clients and that he has noticed he gets instant respect from clients and realtors because he appears more professional. 

Now, the image he projects to his clients is one of an expert consultant, rather than just a home inspector who may typically show up wearing jeans and work boots.   He now wears a dress shirt and a tie to all of his home inspections (as well as his Realtor office visits) and he is laughing all the way to the bank!  

I have thought about my friend’s tie story often, and of course I have come to realize that the story is not about wearing a tie at all.  It’s really about maintaining a professional image for your company or  service - wearing a tie is just one inexpensive way to do it.  But more importantly, the tie story is also a simple lesson in projecting professionalism, and how something so small and seemingly insignificant can positively impact your business, and maybe even your bottom line. 

What type of professional image does your company project? 
What are you doing to maintain a positive and professional image to your prospects, clients, and  referral sources?
Evaluate what is happening at every point of customer contact, from your website and marketing emails, to the final delivery of your product and service.  Is there anything that can be improved to better convey a professional image? 
Are you surveying your customers for input on the client experience? 
How can you and your company stand out as being more professional than your competition?  
When comparing personality types of successful people and not so successful ones, there are some very distinct differences between a Professional and someone who is just an Amateur:
•    A Professional looks, speaks, and dresses like a Professional, projecting a professional image at all times.  An amateur is often sloppy in attitude, appearance, and speech.

•    A Professional takes the time to carefully determine what is needed (and wanted) by the client, ensuring a positive client experience.   An amateur assumes what others need or want, and proceeds without adequate information or an appropriate strategy.

•    A Professional remains level-headed and optimistic, able to handle a variety of issues or challenges.  An amateur often over-reacts, gets upset, assumes the worst, and mishandles the situation.

•    A Professional persists until the objective is achieved, changing strategies if necessary.  An amateur gives up at the first opportunity, not willing to put forth enough effort.

•    A Professional produces a high-quality product or service, developing repeat business from referral sources.  An amateur produces a medium-to-low quality product or service and has to rely mostly on obtaining new customers.

•    A Professional has a promising future in a successful business.  An amateur has an uncertain future whose business success is in question.

Are you a Professional?   Do you or your business project a professional image to your clients?

The first step to making yourself a Professional is to decide that you want to be a Professional.  If so, you should take the steps necessary to project a professional image to your client base and referral sources.  Make that a continuous effort in your daily business and marketing activities and watch your business succeed!  

Who knows, if those efforts are successful, maybe you’ll even decide to wear a tie.