Image is Everything, Almost

By: Avis Ward
Submitted: 2007-01-17 15:03:37
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During the good old days, a business could get away with scribbling a note or pecking on a typewriter long after the ribbon should have been replaced and sending it to a customer or potential one. The carbon paper placed between the original to make a copy for in-house records was acceptable even if it smeared. Using whiteout and typing over the mistake even though the correction was still noticeable was not a problem and didn't harm sales. Those were the good 'old days for sure. A handshake and verbal agreement was the way small businesses closed the sale. Big businesses had a more sophisticated way of handling transactions but a handshake sealed the deal until a formal contract was delivered.

Where have the good old days gone? A person's word and handshake are not to be trusted in most cases, nowadays. Many stories of betrayal and dishonesty are circulating in my circles. Fortunately, neither my business nor I am connected to them. I learned early in life at the age of 12 what it means to be betrayed by friendship on a personal level. I figured then, I just as well use what I learned for the rest of my life. It has helped.

If image were almost everything, I would not want my name tied to anything that would cause my integrity to be questioned. If image were almost everything, I would not want to send out documents of poor quality. Tenth generation copies are usually poor in quality. For the life of me, I am unable to comprehend why a very successful company or agency would want to tarnish their image with poor quality mailings or handouts. I am not sure anyone knows how to clean the planten (glass) on the copier any more. If whiteout is used and a copy is made before it dries, this transfers to the planten and will show up on the output (copy) as black marks. Hundreds of copies will be made before it is cleaned.

With word processing and desktop publishing software, along with inkjet and laser printers giving offset printers competition, I feel there is no excuse to distribute poor quality where copies or any written materials are concerned. The employee who is not conscientious about output at this level has to be lacking in competence in other areas. We must remind ourselves, any connection with a potential customer or existing one is crucial to the company's profits.

The company's image includes appearance in every aspect of doing business. The grounds must be well-kept, the lobby and waiting rooms, in order; the restrooms clean and fresh and all common areas projecting a positive image of your business.

Someone should be responsible for maintaining the cleanliness of office equipment. Not only will you reflect a positive image that says, "You want to do business with us" but it will prolong the life of the equipment. These tips will help with your company's image:

• Have the planten on the copier cleaned as needed.
• Make sure the toner isn't causing copies to smear.
• Have the printer cleaned thoroughly per the manufacturer's recommendations.
• Only copy from a clean, first generation copy.
• Make sure each copy is straight and not distorted.

Those good old days are gone but I am thoroughly enjoying where I am in this new millennium. The technology is awesome! Use it well and keep in mind how the consumer will be impacted by its use. If their experience is not a positive one, you've created a hurdle that may have not been present before you sent them unacceptable copies of your services, products, proposal, upcoming events, or holiday schedule. If image were everything, then knowledge, passion and skill would not be necessary. A total and comprehensive package is what gives a company the competitive edge.

© 2006 Avis Ward of AWard Consulting, Inc.

Article source: Expert Articles