How is YOUR professional image?

Is your professional image what it should be to gain more respect from your clients? Are you commanding attention to your company in a positive way? When someone hears your company name, does the thought "professional" enter their minds? Or is the image they conjure up one of the "typical, stereotype, janitorial employee"?

As an industry, we have not enjoyed the same level of respect as other industries. It seems that we are perceived as dealing in "dirt" and therefore, we must not have the intelligence, desire, or ability to do anything else!! How WRONG can that be?

Let me tell you about how far our industry has come in just a few years. My first BSCAI convention was in 1991. I had just joined the association and didn't know what to expect or what this group was all about. My "perception" of the industry was, in fact, similar to what most "outsiders" still believe today. I was pleasantly surprised to see a few men in suits, very few women at any seminars and most of the rest of the attendees looking overall pretty scruffy. Many looked as if they had just returned from a night of floor work or construction cleaning! As I looked around the tradeshow floor and the educational sessions, I thought "What have I gotten myself into??" These folks can't be serious business owners.

My how the times have changed! As the years have gone by, our industry has raised the bar on professionalism and business practices. This is due in part to the increased educational opportunities that are available, the attraction of "suit types" to our industry and a general desire to be respected business owners and managers.

At the last BSCAI convention as well as at the recent ISSA, there was a clear message among the attendees. WE ARE SERIOUS about our businesses! Were there more "suit types"? Not necessarily. But gone was the scruffy, "just came from the job" attire. Attendees were well-groomed, dressed casually and comfortably, but businesslike.

So, how does all of this affect YOUR business? How does it help YOU get new business? Both residential and commercial?

The image you portray to your prospect clearly tells him or her what you think of his or her business.It sends a message about how you will treat their business and ultimately how much respect you have for that business. If you want to be respected as serious about your business and a professional in the industry, your presentation to the prospect must convey that message.

Here are some things you can do to send the right message:

• Be on time for your appointment. Time is money and if you are late, you give the impression that you don't respect the prospect's time. If an unforeseen situation makes you late, a call to the prospect is in order.

• Come prepared with paper, pencil, business cards and any other company materials that you can leave behind.

• Make certain that your clothing is neat, clean and in good repair. A company shirt is fine. If you are doing a walkthrough with multiple bidders, you might want to consider a more professional sport coat, jacket or even a suit. These will be larger accounts with large companies bidding and many will be in jackets. Ladies, a jacket always gives a professional look to a dress, pants or skirt.

• Keep a change of clothing in your office for last minute appointments where first impressions count. You will always be able to make a quick change should the situation arise and you need to make that first impression.

• Be sure you look at everything including your shoes, briefcase and fingernails!

• Leave the cell phone in the car! Nothing creates a more negative impression than an interruption during a meeting with a prospect.

Remember that your business WILL be evaluated by the first impression you give and this is the impression that stays with the prospect. You may have the best proposal package, the best price, the best references, but if you have created a negative impression because of the image you project, your chances of winning the account will diminish. The prospect is looking at how you will treat their business and if you fail to display respect, you will fail to get the account.

Sharon L. Cowan is President and CEO of Maid For Success, a coaching firm dedicated to helping maid services understand the opportunities in commercial cleaning and how to manage both segments. Sharon is a 20 year veteran of the industry and a former owner of a successful residential and commercial cleaning company. She is a 2 time award winner and lecturer for the BSCAI and a speaker for ARCSI. She is a Board Member of the Cleaning For A Reason Foundation and an adjunct instructor at Indian River State College. She can be reached at www.maidforsuccess.com.