Does one person’s action really affect business or even how a company is perceived if most of its staff are in sync with the company culture? It could be argued either way, but are companies willing to gamble to risk negative publicity or lose customers because of it.

Every day I’m reminded of the power of behavior. Without even saying a word, we send a ripple of meanings and effect into action. Too often, companies do not take a proactive approach in training their employees specifically on non-verbal communication (which can encompass their body language, business etiquette or appropriate dress.) You are probably now thinking…wait, our Human Resources department has addressed dress code for the office – but did they cover how to dress ‘outside of the office’ while representing the company at a conference, meeting or special event?  

With all the new liberal and confusing dress codes at most offices these days (business casual, smart casual, resort casual, corporate casual), it is always surprising how unpolished and unprofessional employees are showing up to conferences and special events when ‘the boss’ isn’t watching. As harmless as this may seem, this could be the first time a new potential customer could be seeing someone from your organization; and that first impression could determine their perception of how your organization operates ... true or not.

Imagine for a moment what you do when you first walk into an event - whether it be a social or business activity – and you look around for a familiar or friendly face. If you don’t connect with anyone immediately, you continue to briefly walk around to determine where you prefer to sit; or rather who you want to sit by. 

Will it be the individual wearing dress pants, wrinkled shirt who is slumped over seeming disinterested, the woman professionally dressed with her arms crossed and stern face forward, the two obvious co-workers spread out and absorbed in some ‘hot-off-the-press’ gossip rolling their eyes, the individual who has their back towards you and their face deep in their smartphone, the individual wearing jeans and legs separate out with notebook in hand or the individual who is looking around the room, arm on side chair and has a slight smile on their face? 

Responses are different, since businesses and objectives are different. The point is to make you think about it.

What type of customer are you trying to attract?  What message do you want your employees to send out to others?  Do you want your company to be perceived as serious and polished or thought of as a relaxed, get-it done-when-you-can approach? Remember what may appeal to you on a personal level may not complement what you desire or need on a professional level.

There could be multiple missed opportunities in any of the above scenarios, if we simply pay attention to our body language and appearance during business settings, which could be avoided.

Perhaps you are having a business lunch meeting with a new client – Who pays for lunch or selects the restaurant? If server service is not adequate, how do you address it? What’s the proper way to introduce business associates? What’s the protocol on presenting your business card?

No matter how great your company product or service may be; if your staff does not align to your company branding – that may be the last meeting you will ever get with a new customer. Damage done and image marred.

Even though larger companies may be able to bounce back easier from a bad experience -- for smaller companies – it could either put them out of business, impact revenue or tarnish their brand. 

Ultimately, clear communication needs to come from the top-down to inform employees of business etiquette policy and what is expected when they are representing the company at any conference, meeting or special event. After that, it is up to the individual to take ownership to execute that behavior; before it leads to the potential next step … loss of employment.