Are You Perceived as a Professional?

by Skip Cohen

I started this series to help you fine-tune your marketing with a goal of making 2026 one of your very best years in business. I started writing about specific topics like website tips, blogging, and customer service, to name a few. Over the last several months, I've expanded into so many different areas, not just business but ideas to help you find balance in your life, share information, and build your network.

*Rant Alert!* While we're all guilty at times of something slipping through the cracks, many of you are turning missed opportunities into an art form! Every time you're in public, whether physically or in cyberspace, there's a chance to show your skill set, not just as an artist, but as a business owner.
​

• Dress the Part: I'll be the first to admit I'm old-school, but if you're meeting with a client, talking about sponsorship with a vendor at a trade show, or working an event - look like a professional. Whatever your look, people do judge a book by its cover. These days we live in a casual world, but as a professional in any field, when in the public eye, don't be afraid to raise the bar.
• Shark Tank Syndrome: We all know the show. Now and then there's a presentation that's half-baked. A business owner is pitching on Shark Tank with a bad presentation and when asked very specific questions, they can't answer. Why? Because they didn't do their "homework." They're not prepared with the most basic answers. If you're going to look the part, then make it a point to BE THE PART!
• Walk the Talk: You've got two ears and one mouth, so listen twice as much as you talk. Verbal communication is a two-way street. Take the time to listen just as much as you're talking. Listen with a goal of understanding. You can tell when talking to somebody if they're really listening or immediately thinking of what they want to say in response!
• A Firm Handshake: This is really old-school, but it was a lesson my grandfather taught me early on. And make eye contact- you're building a level of trust with each handshake, even when it's more casual and social.
• Remember Names: It took me a year to get into the habit of repeating somebody's name out loud when we've just been introduced. And as you get older and your short-term memory starts to thin out, this practice becomes even more critical.
• Email Contact Forms: It's great that on any website you can have a contact form for people to communicate with you, but what good does it do if it takes you days or even longer to respond? How do you feel when you contact a company, and they don't get back to you ASAP? If you want to build a reputation for being service-oriented, then it starts with how fast you respond.
• Texting Technology: We live in an instant-gratification world, and texting technology lets you respond immediately. But pay attention to the original text. So often, I find that whoever I'm texting has missed part of what I was asking. And remember, 82% of text messages are read within 5 minutes, but consumers open only 1 in 4 emails.
• Stop Writing Like a Moron: I've received a few emails lately that were impossible to understand. The sad thing is there's help if more people will use Spellcheck and Grammarly.
• List Your Phone Number and Share It: Mobile technology is available to EVERYBODY. Have a dedicated line for your business and stop letting your kids answer the phone!
• Answer Your Phone Professionally: I know this is basic, but I'm amazed when people answer the phone like they just walked by an old payphone in a bar that was ringing! Once again, be a pro.

And, one last area to talk about - the Internet. There are no erasers on the Internet. Stay out of battles that aren't yours on Facebook. When expressing your opinion, do so professionally. Don't write anything you wouldn't want the world to read. Remember, you'll never win taking on a troll or acting like one!