Lately, I have become very sensitive to how professionalism is being adjusted in our business culture. I feel like there is an old man inside of me screaming, “Well, back in my day…” and honestly, I’m not really that old. But it seems that the concept of professionalism is constantly being watered down, and it’s a trend that started long before I had my first job. I think anyone at least over the age of 30 can agree that standards of professionalism have been lowered in every imaginable way, including appearance, communication, and attitude. I think we all used to enjoy a level of polish among customer-facing employees that has been reduced to the bare passable minimum, and yet it seems to continue to sink lower with each passing generation. I’m trying to resist the urge to say that “there was a time,” but I do remember when professional attire was more than company-logoed polos, t-shirts, or pullover vests. Yet we are still charging prices that reflect that high level of professionalism. Why? Did we just get lazy and greedy? Do customers really not care anymore? I think a better question would be, “How does professionalism affect value to a paying customer?”
Professionalism really is a standard of excellence that creates an emotional and psychological impression with customers that impacts their experience. And the funny thing is that it’s one of the easiest ways to increase value for customers without raising the overall cost of the product or service. Professionalism is a way of demonstrating to customers our level of respect for them, our company, and ourselves, and it can often be a fairly accurate barometer. We all know how we feel going into stores and restaurants that have dirty floors. Besides being unhygienic, it’s that company’s way of saying that they don’t care. The same can be said for how we speak and dress. Professionalism gives customers assurance that the people they’re working with have a standard of care and that they are in good hands. Anything less may be a gamble. And even though professionalism can sometimes include mistakes, it never fails. Here are just a few reasons why professionalism helps us win the game with our customers.
- Professionalism sets us apart from our competitors – There is a universal subpar standard of professionalism throughout most industries, and if you can elevate your game, you will instantly add a new level of value that your competitors are not delivering.
- Professionalism elevates confidence – Nobody said that being professional meant being uptight, but acting professional makes the customer feel good about you and makes you feel good about yourself.
- Professionalism controls first impressions – This is a big deal. It’s up to you to control the impression you make on people, so make the effort to ensure it is a good one.
- Professionalism creates an expectation – Customers are less likely to scrutinize you if you look and speak like someone they can trust.
- Professionalism attracts professional customers – Customers like to do business with people who reflect their values, so if there is a certain pedigree of customers you want, deliver the level of professionalism they expect.
