Article originally published in The Retail Observer
By Dave Smith, Most Professional Servicer Contest Committee, Chair

Every business has an image that they display to the public. What kind of first impression do your customers, your employees, your peers, and your business partners see when they work with your company? What’s their lasting impression after the service is finished? Let’s hope it’s a very positive one, as we don’t often get a second chance.

Let’s take a minute to think about the ugliest trucks you’ve seen, the worst websites, the sloppiest technicians (and their shoes). Now think of the same things others are doing that have impressed you the most. There were lots of things I neglected back when I was starting and “I didn’t know what I didn’t know.” Improving these things is a process that takes time and experience, and something we can all do, with a little work.

It’s important to stand back from time to time and look at everything your business does and the appearance it projects. Start with your website and social media as a high priority, since those are often the first introduction to your company, and most of us don’t view them every day.

Remember, you are projecting an image to everyone who’s seeking professional services. Are your service trucks professionally wrapped, lettered and CLEAN? How do your technicians look? These days, customers are expecting a technician to show up looking professional in appearance, in a clean uniform, including shoe covers.

Step back and look at yourself objectively, like the public does. I have all my trucks professionally wrapped except for an extra service truck I keep as a backup. I didn’t really think about its appearance too often – after all, it was just a spare. But recently one of my grandkids called it a “kidnap van!” and I thought, well, it sort of does look like that! It’s easy to overlook details that might be obvious to others.

If your company shines, congratulations and well done! It takes a lot of work and time, but it’s always worth it when you’ve gained increased marketing presence and customer satisfaction, and when your employees have a more professional place to work. In these times, employee retention is more important than ever – don’t underestimate its value.

I have an opportunity for you. There’s a contest that all appliance service departments can enter and win great prizes, get fantastic marketing exposure, and show off to their peers and our industry. In the process, I guarantee that you’ll improve your company’s image and help promote the image of our industry while leading others by your example.