In this article, we want to continue our series on Image. First, let's review the two points of view on Image that are projected by different role models in the business world. The first point of view is that every sales person should always be dressed in suits for men, and dressy suits or nice dresses for women. Of course, we need to be well groomed, with good personal hygiene, too. Like in the last article, let's label it the IBM Look. The other side says that you can dress casually today. Some of them say that it really doesn't matter the way you look. "You can wear pants with holes in them, along with dirty shirts. People are going to buy your product, not you." Some of the others in the casual dress camp say that we can "dress down" today. Polo shirts with a pair of slacks for men are proper. Then what can women wear? Should they wear polo shirts and slacks, too? Where is this view coming from?
In the business section of the USA Today, dated October 28, 2003, the following is stated: " Business casual has become too casual. Fifty-eight percent of executives say workers are confused about what is appropriate workplace attire." If they are confused in the work place, you can see how sales people can be confused, too.
This brings me to a business trip I took to California to visit three business leaders that I respect very much. They are the owners of Associated Coffee Services of Northern California; Hal, Diane, and Tom Steuber. I asked them in advance if we could have a round table discussion on "Image and Sales People." I won't be able to cover everything that we discussed, but I will give you some highlights. My wife, Beverly took notes as we all discussed what sales people should look like as they present themselves to the potential customer. First let me quote Hal Steuber. " I have the right to wear a polo shirt in my office, but you as a sales person, when you visit me, wear a suit." Diane said, " You show them, the potential customer, respect with your dress". Tom added, "In San Francisco, they are going away from the casual look and starting to wear suits and ties again." Hal said, "You take sales people more seriously, and they perform better.
"Diane agreed by saying, " When you dress, up you feel more confident about yourself." Hal concluded, "I don't appreciate sales people dressing casual just because I am casual. The first impression is very important. That's why they put so much of their resources into making their product, and packaging creates a great first impression. Sales people represent the company and they create an impression, whether it is good or bad. When you are doing a cold call, the way you dress could determine your success." Finally, Diane concluded, "Could you tie performance to dress? I think so. When you look good, you can relax and really sell. It does make a difference. Companies should meet with their employees and have 'Dress for Success' meetings." So there you have it. The USA Today article and well-respected leaders are all saying that professional attire is important.
Finally, let me say that we were all in agreement that sales people needed to dress for their particular audience. In the next article, I will give you my opinion about dressing for success in today's new business world.
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About the Author
As a business consultant, I have had the privilege of working with some companies internationally, and I really enjoy working with people from other cultures. I have learned so much from friends that we have in Japan, Australia, England, The Philippines, Korea, and Costa Rica, just to mention a few.
Presently, I am a Business Consultant for One Cup International Consulting Group
