s a salesperson, in order to help overcome a prospect's distrust and general suspicion, it is essential to demonstrate that you are a professional. Author L. Ron Hubbard said, "The only successful beings in any field, including living itself, are those who have a professional viewpoint and make themselves and ARE professionals."

What does it really mean to be a professional? In the context of this column, I refer to professional behavior rather than a professional occupation such as a doctor, lawyer, nurse, etc.

In the book "Professionalism Is for Everyone: Five Keys to Being a True Professional" by James R. Ball (2001, The Goals Institute, Reston, Va.), Ball defines professionalism as "a lifetime of dedication and commitment to higher standards and ideals, honorable values and continuous self-improvement."

Why Be a Professional?

The first and foremost reason to strive for a professional reputation is the self-esteem, personal pride and satisfaction that you will feel when performing to the best of your ability. Second, employers will seek you out to be part of their team because they recognize the rare trait of professionalism.

Third, co-workers and friends will gain knowledge from you, will be inspired by you, and will request your advice and counsel. And fourth, customers will enthusiastically choose to do business with you because your service is extraordinary. They will also recommend you to their colleagues, family and friends.

Five Attributes of Professionalism

In his book, Ball describes five attributes as the keys to true professionalism. They are character, attitude, excellence, competency and conduct.

Character

Professionalism is a choice; you make a conscious decision to hold yourself to a higher standard of excellence. It is also a more demanding code of conduct. One of the most significant components of professionalism is integrity, and the foundation of all integrity is trust.

Honesty, trustworthiness, forthrightness and truthfulness serve as the four cornerstones of trust. Character also encompasses being diligent, responsible, pursuing lifelong learning and excellence, and continuing to elevate expectations for yourself.

Attitude

Professionals conduct business in a positive, enthusiastic manner with confidence and quality. They are self-starters and take initiative. When faced with setbacks, professionals don't dwell on their misfortune; they stand up, dust themselves off and get right back to business.

Professionals take responsibility for their own actions, professional growth and development. They understand that one of the highest callings in life is to serve others. As someone who works in the payment processing industry, service to your colleagues, customers and employees is a major focus of what you do each day.

Excellence

Professionals constantly seek excellence in every endeavor. They strive to be the best they can be. They set high standards and lead others to achieve maximum results. Detailed, thorough and accurate, professionals never submit mediocre or substandard work, and they do not accept inferior work from colleagues or employees.

Professionals work diligently to increase both the quality and the quantity of their work product. They understand that in this industry standing still is the same as moving backward.

As companies develop new products and services and create new delivery channels, and as new competitors enter the marketplace, only people who strengthen their skills know that they will succeed.

Competency

Professionals are experts in their field, and they relentlessly seek to improve. Professionals understand their job requirements and responsibilities, and they acquire the skills and knowledge base necessary to meet them, whether by upgrading technical skills, finding a mentor or taking advantage of industry-sponsored training.

They are also the top performers in the industry in which they serve. Professionals know that the real measure of success is results. True professionals set goals and measure their progress toward those goals on a regular basis. They also work on their personal effectiveness.

Ball writes, "Being efficient is good, being effective is better, and being both effective and efficient is best."

Conduct

Professional maturity is a standard of conduct that includes well-developed social skills, common sense, good taste and sensitivity toward others. Professionals know what constitutes improper behavior; therefore, they never engage in inappropriate activities.

Professional behavior does not necessarily mean excluding fun or living in a world void of creativity. On the contrary, professionals understand the need to work hard and play hard; however, they are fully aware that there is a suitable time and place for everything. In closing, Ball writes:

Being a professional does not guarantee that you will get the biggest office, the most important title, or the cushiest job. It does not mean that you will make the most money or win the loudest accolades.

What being a professional does mean is that everyone will admire and respect you. They will hold you in high honor. They will seek you out. They will want to know you, do business with you, work with you, be on your team, and be in your company.

When you are a true professional, you will always be able to look in the mirror and say: "I like who I see, I like what I am and I am proud of what I stand for." Some might argue that being professional takes too much work or is too restrictive. They may think it is easier to do just enough to get by. The problem with this is that the goal is not to get as little out of life as you can. The goal is to get as much out of life as possible.

Step up today and become a true professional.

Vicki M. Daughdrill is the Managing Member of Small Business Resources LLC, a management consulting company. E-mail her at vickid@netdoor.com or call her at 601-310-3594.