Too often, business owners focus so intently on the bottom line that they lose sight of the bigger picture. Success begins with understanding customers and knowing their needs so that we can fulfill them. But that still isn’t enough: We must properly portray ourselves as the solution to their needs. And that begins with presenting a professional image.

Customers see the image we project as a company and as individuals, too. Consciously or not, they judge us based on what they observe. The perceptions they acquire may or may not be accurate, but that doesn’t make them any less real.

A company that fails to consider what customers think will often pick up traits that alienate people. The disdain for the customer begins with management and then filters down through the ranks. For good or ill, employees will eventually emulate management’s attitudes and will treat customers in the same way.

A company that is conscious of its image will be attentive to feedback and will be more likely to take steps to accentuate the positives and remedy negative perceptions.

Why do we care?

So, why is our image so important? Why should we care what other people think?

In some industries, the potential client base numbers in the millions. If one customer is dissatisfied, the consequences may be minimal, because there are millions more to draw from.

In the commercial and municipal pipeline inspection and cleaning industry, the customer base is much smaller. Instead of millions, there are perhaps hundreds of potential customers in a given market area. This changes the dynamic significantly: Each customer becomes much more valuable, and the loss of even one customer carries a much larger impact. Finding new customers is a lot harder and much more expensive than keeping the ones we have.

Contractors often find work through the low-bid process. However, a company that depends solely on low bids could eventually wither. In particular, a company that fails to do exemplary work fails to form that critical customer bond and must continually mine for new customers. We only have one chance to make a good first impression. If we squander that chance in any way, we leave a negative perception that can be nearly impossible to change.

On the other hand, companies that consistently perform well and project an image of competence find that customers want to continue hiring them. For these companies, each winning bid is an opportunity to build a long-term relationship.

Looking sharp

As owners and managers, everything we do in the public light reflects directly on us and our companies. Our image comes across in how we dress, how we carry ourselves and how we speak. It comes across in every letter and e-mail we write.

We must never take a positive image for granted and we must constantly strive to maintain it. It takes years to build a positive image, but we can destroy it in an instant. Here are five areas to consider that can directly affect our company image:

Equipment. The appearance of our vehicles and equipment speaks volumes about us. This is what people in the field see, and they will base their judgment about our company upon it. We don’t need to have all brand-new equipment, but all the equipment and vehicles we do have must be clean and well kept. A dirty truck or machine signals a lack of dedication and seriousness, a lack of caring, and ultimately a lack of maintenance. Unmaintained equipment is more likely to experience breakdowns – something customers do not want to see.

To ensure that our equipment functions properly, we should follow a maintenance plan where every piece of equipment is checked daily and repairs done immediately to ensure that everything works properly. A system of accountability should accompany the maintenance plan to ensure ongoing compliance.

Even small, seemingly inconsequential items like doors, lights and latches should be fixed as soon as possible. As broken and dilapidated fixtures add up, a vehicle will begin to feel old, and employees will become less interested in its appearance.

Personnel. Recruiting and retaining the right people is critical. These are the people who represent us and our company. Their ability to communicate properly and perform professionally carries considerable weight.

It is important to know the type of employees we need before we interview. Consider their aptitude for learning, their ability to follow directions and their desire to excel. Find people who will treat the equipment as their own, who are capable of building relationships with customers, and who take pride in their work.

Employees’ personalities, commitment and competence will be on display for customers daily. If they have character flaws that management has not corrected, or if they lack knowledge or training, our company image will suffer.

Training is the key. Even though most people want to do things right, they may not have the know-how. For example, building customer relationships doesn’t come naturally to everyone. Some employees need to be shown what to do and what not to do. Taking the time to teach them goes a long way in building a strong team.

Feedback from customers can be a valuable tool when assessing the strengths and weaknesses of employees. Ask for their opinion and then let them know how important it is to you. The relationship with your customers will be strengthened, and you will gain valuable insights that will help you build a stronger team.

Corporate image. Customers want to deal with a leader in the industry. They want to know their contractor is committed to being the best. Our corporate image should support that perception. The logo, the truck signage, the printed materials and the Web site will either reinforce or detract from our stature. We need to invest reasonably in the “look and feel” of the company – it will pay dividends in the long run.

All of your marketing material should match. The logo, the color of your trucks and all of your printed materials should be consistent. An identifiable brand will help keep your company top-of-mind with customers.

Knowledge. We need to be a resource of knowledge for customers – to be the expert in our field of work. Then customers will look to us as a valuable source of information and will solicit our expertise when they face challenging situations. We should invest in educational opportunities and gather as much information as we can through resource materials and field experience. Most important, we need to stay current with emerging technologies, techniques and equipment, so we become the company customers look to first.

Make sure your Web site and marketing materials list the various areas of experience you have and work hard at cultivating the perception of being the most helpful company around.

Product or service. Everything else is meaningless without a good product. This is ultimately the measure of a company. If the final product falls short, it doesn’t matter what image we try to project – customers will never look at us the same way again. And they will share their negative perceptions with other potential customers.

We must execute our services flawlessly, doing it right the first time. Printed reports, videos and even billing must be done properly, thoroughly and accurately. Misspelled words, incorrect grammar and incomplete information will bring our competence into question.

We must strive for perfection in everything we do. Every communication, every report, and every bid must be complete and error-free. We must review everything meticulously before submitting it to the customer – even a one-line e-mail.

Always on display

As owners or managers, we are on display all day, seven days a week. The image we project does not lose significance just because it’s the weekend. Careless dressing or inappropriate behavior can lead to undesirable consequences. We never know when or where we might run into one of our customers.

Finally, we must continue to grow as individuals and as companies. If we become complacent, someone else may take the lead in the industry. We must continuously look at ourselves objectively and identify the areas where we need to improve. A good corporate image doesn’t happen by accident. It is the result of a well-thought-out plan and careful implementation.