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Boosting An Image Can Sweeten Your Profit Opportunities

By Eugene Peterson

Many people are motivated by bargains, but I truly believe that in every market, there are also those customers who are willing to pay a premium for truly exceptional services.  In my local grocery store bakery, I can buy a very nice cookie for thirty-five cents. In contrast, the Mrs. Fields® store at the mall sells a similar cookie for a premium. What is the difference? The Mrs. Fields® cookie has the image of special, hot, fresh and inviting. When you buy that cookie, you are buying the best.  Many people are looking to buy “The Best” contractor too.  But first, they need to be convinced of your worth—and to earn that, you must present an image of being the best. It starts with your “first impression” image, such as your logo, business cards, presentation and marketing materials, Web site, company vehicles and your personal appearance. It also applies to your business appearance, including your work experience, technical skills, concern for the client, your ability to deliver sooner than estimated and, of course, your talent for giving value by doing more than is expected.  Mrs. Fields believed in the quality and value her cookies offer and that faith, executed via her business image, convinces millions of cookie eaters to pay top dollar for her sweets.