The level of competition in all businesses has reached an all time high. Today’s market place demands a competitive edge.

Your image is presented in the building you occupy, the area that you are in, the atmosphere in your office, your advertising, the services or product you provide, how your clients are served and your employees.

A recent survey of chief executive officers of Fortune 1,000 companies found that 96 percent agreed on the importance of personal presentation. Yet few companies provide image training. Other interesting findings from the study:

Communication skills were considered the most important contributors to a positive image. Next in importance were all aspects of personal presentation - grooming, appearance and manners. Managing Directors considered a good image more important than holding a postgraduate degree. All agreed that corporate image had a direct impact on their profitability.

In any business, effective communication can mean the difference between success and failure. In the 1990’s, there has been a change in attitude with regard to dealing with people. While the 80’s was a period of “What’s in it for me?”, the 90’s has ushered in “relationship” selling, creating win - win situations. The focus is on keeping satisfied customers. Refining communication skills becomes a necessity.

Communicating with staff and customers involves listening, providing instant feedback, asking questions, eye contact and proper body language.

Listening: Let the person speak - resist the urge to jump in and tell your story. We have a tendency to let our minds wander when others speak to us. Try to focus on the words.

Provide instant feedback: Simple gestures such as nodding and saying “mm-hmmm” and “right” show that you are listening and understand what is being said.

Asking questions: A simple question such as “so you need same day delivery?” clarifies what is being said and shows you’re listening.

Eye contact: Try an experiment with a friend or spouse - have them tell you a story without looking at you. Now try the same story with eye contact. Note the difference in how you paid attention. You can never hope to effectively communicate without eye contact.

Body language: No matter where you are - at work, at home with friends, or at a party - you’re communicating. Your eyes, gestures and posture communicate a great deal. If what you say conflicts with the body messages, the recipient will perceive the non-verbal communication as true - the body does not lie. Habits such as twisting our hair, playing with our clothing or biting our nails exhibit nervousness. On the other side, a strong definite handshake shows self confidence. You must communicate - so try and send the right message.

What has worked well for you so far in your career might no be sufficient enough to help you in the future. Fine tuning is needed throughout your career - so don’t rest on your laurels. Do something about those weaknesses in your own image, those roadblocks to further success.

Yes, the level of competition is high. You can rise above the others by concentrating your efforts and gaining that competitive advantage!

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