It is not enough in the business world today to produce a
product or service well.  You must present a strong, positive
image to your customers in order to make a profit.  You must
employ individuals who will deal with your customers in a
friendly, efficient manner.
	Employees that are curt and abrasive with customers will
destroy the company.  Each individual plays a vital role in public
relations for the company.  Employees must be aware that they are
representing the company each time they answer the telephone or
greet a customer.  If they are polite, gracious, and efficient,
they will increase the confidence that the customer has in the
company.
	The employee should understand that creating a friendly
atmosphere and having a feeling of respect for the company are
vital parts of his job.  The most effective way to create a
friendly atmosphere is to smile.  The pleasant smile is a
reassuring way to put people at ease.  By listening carefully the
employee will also create the caring attitude.  The employee
should learn to concentrate on what is being said.  Genuine
respect for fellowman is a trait that cannot be replaced.  The
employee should always display good manners.  Common courtesy
indicates thoughtful consideration of others.
	Another way of creating goodwill is to be prepared.
Customers expect to be helped by employees that are well
acquainted with the products and services they are selling.  To
create goodwill, an individual should always be punctual.  Few
things do more to damage good relationships than being late for
appointments and meetings.
	The image that your company portrays will depend on the
attitude that you instill in your employees through not only
training but also through the example that you as the company
leader provide.