A few months ago, it occurred to me that my only true personal disappointment
was not completing my doctorate in psychology. So I recently re-enrolled in a
doctoral program and am on my way to completing the task I originally tackled in
1986.
As you contemplate starting or expanding a business, keep in mind that your
"personal presentation" can be as critical as your business presentation. In
other words, people want to know whom they're dealing with and what makes you
trustworthy enough to handle their business affairs. In fact, I had no idea that
this recent observation about personal credibility was so important until I sat
down with a potential client.
Susan came into my office for a preliminary meeting. She knew about the
success of my business-franchise model and wanted to use my services to license
her idea. She was a pleasant woman who arrived as planned, looked around,
spotted the law degrees on the wall and stared at me with apparent disdain.
"I've had very bad experiences with lawyers," she said. I explained that my
legal background would be an asset to our plan for franchising her idea. I
apologized profusely for my academic history and, hoping to take the edge off,
mentioned that I'm working on a doctorate in another field to enhance my
knowledge. She noticed the maladaptive psychology book on my desk and seemed
reassured.
"That's what you're studying?" she asked.
"Yep," I said. "It helps me to better understand my clients, employees and
me."
She responded, "OK, let's talk business."
Create Trust
At first glance, Susan perceived my ethics as questionable because of the way
she viewed lawyers. Her concept of satisfactory credentials was different from
what I normally experience in a consulting client, in that she was seeking trust
in a person she viewed as compatible with her principles.
I wondered what the rest of the world thought. I did a quick Google search
and found a 2000 Gallup Poll. According to the poll, nurses were the most
trusted professionals, followed by veterinarians at 63 percent; medical doctors
at 58 percent; kindergarten through 12th grade teachers at 57 percent; clergy at
56 percent; judges at 53 percent; and police officers, dentists and college
teachers each at 52 percent.
The five professionals considered least honest by the American public, based
on the percentages of people rating the occupation as low or very low on honesty
and ethics, are telemarketers at 55 percent, insurance salespeople at 44
percent, health maintenance organization managers and lawyers at 41 percent, and
automobile sales representatives at 8 percent.
Consider Extra Education
Expanding your experiences through classes and seminars will help you and
your business flourish. Online instruction and classroom education have become
much more convenient with weekend and evening classes geared for adults.
Extra credentials can be a real plus for a businessperson; you can make some
valuable contacts and, according to my accountant, education is often tax
deductible.
Already, my recent enrollment is showing benefits. One of my clients told me
last week that I sounded more articulate. Granted, some might not take that as a
compliment. Her statement made me wonder what I sounded like prior to my new
scholastic adventure.
Nevertheless, I'll take it as a positive statement. And while I've added more
work to my agenda, that has given me a new perspective on time management. I can
handle more than I thought, and I feel as though I'm completing my old tasks
faster and more accurately.
Sometimes we need a challenge. Although I'll always cherish and remain in my
position as CEO, it's good to keep learning and listening. Professionals can get
stale, and if you feign enthusiasm for your work, your client will inherently
know and look elsewhere.
There's a great deal of competition out there; adding skills and education
will give you more wisdom, self-assurance and even respect. Bettering yourself
can mean bettering your business. And in this economy, that can't hurt.