How Techies Can Improve Public Perceptions

Ordinarily, I wouldn’t write to a particular industry or paint any industry in a less than flattering light. But, lately I have had a number of web development, IT, and networking professionals ask me what they can do to improve the public perception of their industry.
Many of the professionals I meet proclaim themselves to be one of the good guys and honest business people. They are resentful that a few bad apples have spoiled the bushel where public perception of the industry is concerned. Trouble is, most of the “good guys” are equally, albeit unintentionally, participating in the demise of their industry’s public perception. Most people are aware that there are scammers out there, and know how to spot and avoid these really rotten apples. It’s the slightly bruised apples that we’re afraid of. The ones that look great in the store, but when you get home you throw away half the bag.
I am your target audience, and have had recent experiences in dealing with some of the issues that plague your trade. If you find yourself in the tech trade and wanting to improve your customer relations there are a few things you can do quite simply to enhance your image performance.
- Remember you are the expert – I am hiring you because you know something I don’t. I don’t want to have to learn all about what you do or how you do it in order to get you to do something. If I wanted to go to all that trouble I’d learn to do it myself. When you go to buy a banana do you want to know how the seeds were genetically altered to enhance flavor and texture? No, you just want a banana. Learning the language to use in your marketing efforts will go a long way in communicating with your public. If you are a techie and only a techie that’s great. I’m sure you do great work, but can you talk to ME? Can you tell ME why I want your product in terms I understand? Can you make it important to ME? If you don’t have or desire the skills to approach your audience, hire a sales professional that can translate your message. Think of it this way – when I buy a car the salesman needs to tell me “it drives great”, “stops on a dime”, “safety features”. If any salesman told me the chemical compounds the molded plastic bumper is made of to prove the safety I’d tune him out and find another dealer faster than the car can go from 0-60. As a small business owner I am your target audience and I will right now very kindly tell you I don’t care. Can you make my website do what I want it to do? That’s all I care about. Tell ME what I want to know. The following clip is snippets from an ad responder that I promptly sent to the trash can (never a good place for YOUR sales copy). After reading the copy I wasn’t sure if this guy was qualified to build a website or land on the moon, but I was certain he couldn’t talk to ME.

Along the same token, you can’t expect your customer to use the right word to express themselves in your language all the time. Know when to dig deeper and explore what the customer is really trying to say. If I say do-hickey it is your responsibility as the expert to find out what I mean.
- Listen to your customer –If I tell you I want a yellow background and you design a concept around red I won’t be too happy. I’m investing big bucks to get [what I want]. In that vein, I’ve been known to employ testing tactics prior to hiring professionals. Recently, I placed two ads for a web developer (same publication, 2 days apart). The following is a list of criteria I inserted in the ads and the responses I got:
- Send links to live URL’s for samples, portfolios will not be reviewed – 50 responders sent me portfolios, 35 of which tried to tell me why it was easier for me. One sent a resume with absolutely no sample work – how lame was that guy?
- In ad #2, I stated “If you responded to ad #xyz do not respond to this ad” – Ten developers failed this test. If you couldn’t follow this direction, what makes me think you can provide me with the solutions I’m looking for?
I recently started a thread in an online forum asking people how they found the web developer they were happy with. I was very specific that I wanted input from customers, not developers. Quite frankly, the developers’ perspective was not what I was looking for. Guess who responded? All but one response was from web designers / programmers. (Does this mean no one has found a developer they’re happy with?) Each person that responded, I would have been happy to do business with, until they proved that my requests don’t matter to them as much as their opinion of themselves.
- Send links to live URL’s for samples, portfolios will not be reviewed – 50 responders sent me portfolios, 35 of which tried to tell me why it was easier for me. One sent a resume with absolutely no sample work – how lame was that guy?
- Be timely – When doing any pre-sales work that employs a deadline, be sure to make the deadline. The work you do pre-sales presents your image and will tell your prospective client what they can expect from you. Of the web developers I interviewed, 12 told me they would have a proposal to me by X date and were late. This sends me a very clear message that my website will be delivered late. Five didn’t bother to submit at all. I won’t tell you the message that sent.
- Put your best foot forward - Web developers should have the very best of the best of websites. If you can’t do it for you, you won’t be able to do it for me. Reasonable or not, I also expect non-web techies to have the knowledge or the resources to put out a great website. The debate rages if content or graphics are more important. The answer is both. If your site is ugly, you will make me an ugly site. If your site is full of misspellings, you won’t perform quality control. A professional presentation can make or break a deal – I received 5 bids in PDF format with full scope detailed and one that was much cheaper in plain text email. The plain text email was disqualified. If this is how you present yourself, how are you going to handle my company’s presentation? The total package is working together to send your message. What message are you sending?
OK, so we all agree that maintaining positive relationships with clients and vendors is good for business. But, this series is about efficiency. What in the world do relationships have to do with efficiency?

In my professional career I’ve discovered email can be a delightful, wonderful, time saving tool. Likewise it can be the bane of a professional’s existence sucking and consuming the very productivity from the marrow of a business like a starving vulture. (Do vultures suck marrow? Anyhow you get the point.) When are we using email to our good? When is it more of a problem than it’s worth? Have you ever thought there should be a license issued to emailers complete with a State Board test? Would you pass?
