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rude or disinterested, or if our body language projects the message that we are not interested in the other person. Other body language issues are also important. For example, the way we sit might portray that we are welcoming or shutting out people.

Therefore, from the physical aspect, there is a need to look closely at your self-image to ensure that you dress and present yourself in the clean and tidy manner that befits your business or employee role. A person who dresses smartly and is clean and tidy will be considered to be the same in their business and work environment, and therefore will evoke a positive reaction from those he or she wishes to serve, whether that is the employer or consumer. Furthermore, you need to consider the self-image that you are portraying to others and moderate it to suit the business environment that you work within, by being polite, making the other person feel as if they and their needs are very important to you.

PYSCHOLOGICAL SELF IMAGE

It may be thought that psychological self-image is little different to what has been discussed previously but, although there is a degree of overlap between the two, there are differences, as the psychological self-image is based upon our own internal perception of who and what we are, in other words it is how we feel in terms of individual self worth and esteem. If you do not feel good about yourself, no one else is likely to and, in a business environment this does not bode well for the future success of your enterprise or the employment and career that you have chosen.

Perhaps one of the basic elements of the psychological aspect is self-belief. With many people, it does not matter how good they are or how many time they receive this accolade from others, there is still a tendency to not belief it. The problem with this lack of self belief in a business environments is that, if we do not believe in ourselves, and also project this belief in the way that we conduct our business or work, others will not believe in us either. The consequence of the lacking of projecting self belief is that we could be passed by in favour of others for career advancement, or a consumer may choose a competitor's product or service, not because we were not good enough, but simply because they perceived that we did not believe. You cannot expect someone to believe in you or your business if you project a lack of belief.

This leads us neatly into the next psychological aspect, being self-confidence. Even the most expert

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