Be a pro: many business don't realize the role of a professional image. Here are three tips to help you land the part

Pool & Spa News, August 22, 2005 by Shabnam Mogharabi

No matter whom he's dealing with--suppliers, customers, distributors or employees--Bruce Holmes follows one rule: Act with the utmost professionalism.

"Professionalism is what sets good companies apart from bad companies," said the CEO of Pools of Fun Inc., a Plainfield, Ind.-based Pool & Spa News top 50 builder.

That's why Holmes has invested in technology, from AutoCAD design presentations to a top-notch Web site. And management experts say he's on the right track. "That's what attracts clients," said Robin Noah, a management counselor with SCORE, a Washington, D.C.-based information resource for small businesses. "Clients are looking for a sense of trust, integrity and quality service. Professionalism provides that. It invites others to interact with you."

Still, developing a professional image can be difficult, pool builders say. But by employing these three tactics, your company can emit Fortune 500-worthy professionalism.

1 Improve your communication.

Without good verbal and written communication skills, customers will think they are dealing with an amateur. One way to combat this is by upgrading your phone systems. Invest in a toll-free number to appear larger than you are. Some 800 numbers allow you to track calls sparked by promotions.

Also, professional-grade voicemail equipment can be configured to replace hold music with a valuable recording of information about your company. If you do employ a receptionist, be sure that he or she is polite and knowledgeable.

"The owner needs to make sure that the person who answers the phone says the name of the company and their own name slowly and clearly," Noah said.

Don't underestimate the importance of writing clear, well-worded letters and e-mails. Remember to include a salutation and to avoid jokes, especially in e-mail communications.

"You don't see people write letters anymore," said Walter Barrett, senior vice president/COO of The Pool People Inc., a Pool & Spa News top 50 builder based in Deerfield Beach, Fla. "They make phone calls or they send one-and-a-half-sentence fragments in e-mails. That says something about your company."

2 Create a brand.

Creating a strong logo is the cornerstone of generating a professional brand image. A simple, well-designed logo costs between $1,000 and $2,000 but is worth the investment. The logo can be featured on business cards, letters, vehicle lettering and company shirts.

Also, consider implementing a dress code that conveys your professional brand. Business dress has become very casual, said Noah, of SCORE. Write a dress code for your office and have it clearly posted. Set an example by adhering to it yourself. If you are a service company, and your technicians wear company shirts, make sure they are clean and ironed.

3 Keep up with the media

Finally, expand your media involvement. This can be done in one of two ways. First, consider writing articles for trade publications. Be sure to cover a topic you understand well. Then, use the articles in your marketing materials to give your company "instant credibility."

Second, get involved with the local media. Send out press releases on a regular basis to announce awards you have won or participation in community activities. Many press releases simply cite a company's expansions or safety promotions.

"We have an in-house staff member who writes professional letters to send out to any type of publication," Holmes, of Pools of Fun, said. "For example, we're involved in the community. We do a lot of fundraisers for Race for the Cure, [and] we give away college scholarships. We have a tremendous response to that."

If you've never written a press release, consider consulting with a PR company. Be sure to include photos when you send the press release to editors.

Ultimately, professionalism will win out in the struggle to succeed. "The construction industry doesn't always have a good image," Holmes said. "As people in the pool industry, if we don't try to improve that image and professionalism, we'll never grow as a business or an industry."