Appearance for Sales People

It is a natural instinct to form an opinion of someone based on first impressions. Your appearance plays a large role in the impression you make on someone, especially on your customers. One key to successful business is to always look professional for your customers.

The concept of “Business Casual Dress” is sweeping the business world today. Though this policy may work for some types of business, people who rely on face-to-face contact with clients must adhere to a different set of rules. Always remember that appearance does make a difference in the way you are perceived by your customers.

Following are a few guidelines that will help you project professionalism to your customers through your appearance:

When is appearance important in the field?

New Accounts:

Appearance is always critical when dealing with new accounts. You never get a second chance to make a first impression. If you look professional, the customer will feel more confident in your product and capabilities.

Established Accounts:

Typically, your appearance is not as crucial with established accounts, as the customer already has confidence in your product. Their opinion of you has been refined based on the success of your performance. However, it is important to respect the business dress codes of the customers with whom you are dealing.

How is appearance important to the internal customer?

Staff:

As a manager, you set the example for your staff, or “internal customers.” It is difficult to influence or motivate your staff when your appearance is less than professional. Always dress more professionally than everyone else, and your appearance will be more likely to reinforce what you say.

Community:

As a sales associate, you may likely be actively involved in your community. When dealing with the public, you become the image of your company or product. If you want the community to endorse your product and principles, you must project an air of professionalism.

General Tips on Appearance

• It is always better to be a little “overdressed” than “underdressed.”
• Always have neatly combed and styled hair. Stick to traditional colors. Women with long, flyaway hair might distract the customer. Tie it back if you can.
• Shoes should always be polished.
• Don't apply cologne or perfume before going to meet a customer. Strong scents can be offensive.
• Earrings are for women only. No other piercings should be visible.
• Always wear neatly pressed clothes.
• Always keep your vehicle clean in case you have to provide transportation.
• Do not smoke in front of a customer.
• Be comfortable but conscious of your image.

Tips for Men

• Traditional colors are blue, gray, and black. Avoid brown or green. Avoid bright colors. Solids or light patterns (pinstripe, tweed, light plaid, herringbone) are best.
• Best materials are wool or silk. Wool blends are good for year-round wear.
• Shirt - White is best. Light, solid color shirts are best for work. Cotton blend (not 100% cotton), button down collar.
• Tie - Medium width, knotted tightly. Tie tack at 4th button down.
• If you attend a casual dress affair, always wear something that is "business casual." Oxford shirt or polo shirt with sweater. Dress slacks. Dark colors are more powerful. Avoid sweatshirts, t-shirts, tight polo shirts, blue jeans, and tennis shoes.

Tips for Women

• Suits are best, either with skirt or slacks, as they add more credibility.
• Best colors are navy, charcoal, medium to dark blue, tan, red, and white. Avoid pink. Stick with soft patterns or solids. White blouses are best.
• Best material for a suit is wool, wool blend, linen or synthetic. Stick with traditional style suits and avoid trendy styles.
• Long wool coats are best in winter. Good colors are camel, navy, charcoal or black.
• If you attend a casual dress affair, always wear something that is "business casual.” Nice blouse or shirt with a sweater and dress slacks are appropriate. Black is a good color here. Avoid short skirts.

Even when you are away from work, you need to be conscious of how you look. Carry the professional image everywhere you go. If you want to be taken seriously in the business world, you have to look professional and confident to gain respect. Always make a great first impression!

Author: James A. (Jim) Baker
James A. Baker is the Chairman and Founder of Baker Communications. Baker is a sales training and development company specializing in helping client companies increase their sales and profits. He can be reached at 713-627-7700 or jim.baker@bakercommunications.com.