3 great image-building tips

This column contains three powerful suggestions for improving your image as a professional who provides valuable and appreciated services for your clients.

The three image builders that I will share with you are not mine. I jotted them down at a recent “Healthy Lawns, Healthy Business” summit sponsored by Bayer Environmental Science in Tampa, FL. Experienced and successful lawn care pros shared them with about 100 of their colleagues at the event, which was held at a hotel at the University of South Florida campus.

As most of you realize, you’re in the image business. Why else does a property owner become your client?

But, what about your image?

In many parts of Canada and United States it’s under siege. Your critics are working to limit the scope of the services you provide customers. They’re painting you as an irresponsible businessperson. Or worse. They say that the chemical pest control products you use harm the health of the people in your community, including by implication family, friends and neighbors. They maintain that these products damage your community’s environment.

What they’re saying without actually saying it is that your over-riding interest is your company’s bottom line, the devil with the public welfare.

Yes, you have to respond to unsubstantiated or misleading statements concerning your services. Your bigger challenge, however, is to improve your image within your community and the markets that your company services. Borrow and use the following suggestions. Their powerful magic will boost your reputation and help shield you against misguided criticism:

• Each sales person at Arrow Exterminating Services, based in Sarasota, participates in at least three community activities, says George Pickhardt, Ph. D. “Our community service is a reflection of our people.” Serving on community boards and participating in community service is also good for networking because a lot of the company’s customers and many more prospects participate in these activities too.
• Managers from ABC Pest Control offer one-hour presentations to grade school students at local schools, says Mike Grzesiakawski. The demonstrations include attention-grabbers such as tarantulas and hissing roaches and end with company personnel passing out informational coloring books. The students are delighted by the visits, he says.
• Turf Master Services is a stickler about delivering its services in clean, well-maintained service vehicles with attractive signage, says Craig Deveraux. Customers, indeed the public in general equate clean vehicles and technicians in neat uniforms with professionalism, he says.