There are lots of smart people languishing in the lower echelons of companies and one of the main reasons may be their lack of understanding the importance of image, personal presentation and effective communication skills.

Companies place a premium on dress, manners, effective body language and the subtle rules of knowing precisely what to say and do in any given situation.

As companies scramble to break into new markets and win global contracts, image has become the key that opens the door.  The demand for skills that enable executives to perform appropriately in business and social circles has skyrocketed.

Key players in the corporate arena are masters of communication and corporate vision.  The truly successful are aware that everything about their personal presentation and their corporate trappings must be coordinated and polished to project a message of congruency.

Professional posturing and positioning is taking place at all levels within companies. Employees need to be aware that they are company ambassadors.

Companies spend millions of dollars packaging their products. Packaging can make the difference between success and failure. Each package must say something special about the contents and each product must be packaged appropriately for the target market. This same concept applies to each of us as professional speakers and trainers. When you step onto the platform, think of it as a product launch.

You may have more talent than anyone else in your field, but unless you have packaged yourself effectively, you may be limiting your success potential. Successful people generally look successful. They wear clothing that looks attractive on them.  They are well groomed, speak well and carry themselves with confidence.

There are three styles of power: authority, knowledge and power. We have been given the authority to share our message with our clients and we have the knowledge to make a difference in people's lives. Personal power is the responsibility of the individual and can be enhanced with effective packaging of you, the "product."

When you walk through a door, you create what social psychologists call the "threshold effect." In that decisive moment, people will make assumptions about you in the following areas: economic level, educational level, trustworthiness, social position, level of sophistication, social and educational heritage, success in previous and current endeavors, moral character and even if they like you

You are the product and the best and most obvious form of advertising your services. Either you will be bought by your client or your competition will. We form a negative impression much more rapidly than we form a positive impression.

We all have an image, whether we design it consciously or not.  How we look and feel about ourselves is heavily influenced by our childhood experiences and our self-image as an adult.

Clothing and appearance are among the most important criteria we use to judge people.  Clothing in a business environment covers ninety percent of the body, so it is inevitable that it makes a very powerful statement.

Successful people generally look successful.  They wear clothing that looks attractive on them.  They are well groomed, speak well and carry themselves with confidence.  The message that comes across is that they feel good about themselves. If you feel confident about your clothes, hairstyle and personal presentation you will send out a positive and confident message.

Clothing and presence is a silent and powerful language, a visual shorthand.  Is your personal presentation a true reflection of you at your best? Your personal image is your calling card to success.

Always remember the Communication Rule of Twelve: The first twelve words out of your mouth, the first twelve steps you take into a room and the first twelve inches of your body. Packaging matters but style without substance just won't work. You can't just create an identity; you must constantly reinforce it.

Gain the competitive edge and the raise in salary, benefits and positioning that comes with the knowledge of outstanding personal packaging. Commit yourself to excellence. Image Sells!