I mean in the eyes of your prospects?
When I think about the following jobs, I automatically associate characteristics with people who work in those roles – righly or wrongly:
Double Glazing Salesman – aggressive, hard sell, ruthless
Lawyer – expensive, authoritative
Hairdresser – talkative, friendly, glamorous
Artist – creative, casual, deep
You may have different attributes that you associate with people in these roles, but my point is that whoever you are trying to target will have some stereotype about your industry / profession.
If the stereotype your prospect has about you is untrue, you need to consider what you can do to blow that stereotype apart before your prospect even meets you? Make them see that you are different.
If you see this as the first obstacle you have to overcome then you can begin to break it down.
Get in touch if you would like to discuss stereotypes in more detail.