When you think of a professional, what images come to mind? Do you think of an attorney who is dressed to the nines? Maybe an executive who is at the top of their game: sharp, immaculate and they own the room. When you think about these professionals in action, what do you imagine their office to look like? How about their car; if they were to invite you for a ride, what would it look like? Now think about their interactions with other colleagues. How do they interact, how do they communicate? They define the word professional and that is what I wish to speak about today.

What about when you think of a wedding professional, what images come to mind?
Are they similar to what you thought of in the previous examples? How do they dress? How do they interact with others? How does their office look? Their car? How do they interact with other professionals?

When I attend wedding professional networking meetings, there are only 20% who are dressed professionally (in my opinion of course) I would estimate that we would agree that 30-40% of those in attendance are poorly dressed. As I watch (and listen closely) I would suggest that most (80% + ) simply do not know how to interact.

You cannot train people to have a better personality. You can, on the other hand, teach them the correct behaviors. Pretend for a moment that you had to create someone who was deemed by all to be the look, feel and overall concept of a professional. Where would you start and what ingredients would you use? We all have mostly the same or similar point of view of what a professional is. Question is this: Can we apply what we know to what we impress upon others.

This past week, one of my clients told me that he was taught this simple principle: knowledge states that a tomato is a fruit, wisdom states that you don’t put tomatoes in fruit salad. What we know to do and what we do are sometimes different things.

Your brides want to do business with a professional. If you do not have the façade (at the very least) you are losing sales before the process can even begin. Further, if your professionalism is not present during the process of buying, again, you may be shooting yourself in the foot. Lastly, if your professionalism is lacking after she has bought from you, bad reviews and lacking referrals may be the result.

I would highly suggest you review your appearance, your manners and your mannerisms with regards to professionalism. Your appearance is not simply your hair style or what you wear, but your total business face. That includes what your materials look like, whether or not they have a “home-grown” look or the look sleek and current. Your manners include how you interact, the main rule is to listen twice as much as you speak. And finally your mannerisms. Are you using proper language, are you letting your finances show by not picking up the tab, etc…

We consider ourselves Wedding Professionals, not Wedding Hobbyists. By including the proper ingredients to our professional outlook, we will not only lift the industry, but will lift each of our businesses.

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