If you are in a service based business, or even if you offer products, you are essentially the product that you are selling. You, your style, knowledge, expertise, and ability to create inspiring products, solutions, or services; constitute your “package”. Are you wrapping your package in a marketable way? A way that attracts prospects and new clients? When is the last time you did a survey of your professional image? I’m talking about your:
- Business wardrobe
- Handshake
- Company name and logo
- Business cards, letterheads, and documents
- Briefcase
- Organizational system for client data management
- Office
- Showroom, shop, studio, store…
- Displays
- Marketing materials including website, portfolio, brochures, ads
All of these things represent you, your talent, your expertise, etc. Are you projecting the image you want? Your clients respond to the message they get from all these things. Why not take some time right now and notice any elements that don’t represent you well?
Imagine that each element mentioned above is an individual “representative” of your business.
- Does each one send the right message about you?
- Are you consistent with your business identity?
- Are you using multiple or outdated logos?
- Do you shake hands like you are in business, or do you shake hands like you are meeting your neighbor’s great grandmother?
- Does your showroom/studio/shop/office show off your talents or does it hide them (or worse, embarrass them)?
- Do you have a website that represents you well? (or do you not have one at all?)
If you only want to dabble, you don’t have to worry about your professional image. If you are serious about your business, you have to treat your business seriously. That means investing in all of the packaging and wrapping of what you offer. Get clear on what message you want to project. Invest in your image. You can’t realistically expect your clients to invest in themselves through your business, if you don’t. Keep up with the times and play full out for a bigger payoff. If you want to be in business, then be in business. Don’t complain about the market unless you make every effort to stay on top of your game. If a self assessment and plan seems daunting, ask for help. After all, that’s what your clients do when they call upon you, right?
Copyright © 2008 by Chery Craig
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About the author: Cheryl Craig is a marketing muse who helps solo-entrepreneurs uncover and activate their unique and intuitive business charms so they can design a signature brand that reflects their individuality and resonates with the clients they want to attract. Cheryl’s website: enchantyourprospects.com