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Rough Notes, Feb 2008 by Bailey, Robert L

Appearance counts … pay attention to “packaging”

Millions of dollars are spent on designing a package for a new product. Retail gurus know that if the package isn’t attractive and appropriate, the product won’t sell-no matter how good it is.

Successful business people also know the importance of packaging. Each associate of your agency or company is the product, and his or her dress is the package.

This is an often overlooked factor in today’s casual dress world-a world in which professional business attire transitioned to casual Fridays, which gradually shifted to casual every day, which over time became sloppy every day.

According to a Sales and Marketing Management magazine survey, 94% of executives said that a sloppily dressed sales rep had a tougher time making a sale, and 80% said they would avoid hiring a sales rep who did not dress appropriately. My own business experience confirms it-people who do not dress well do not perform well. An unpopular position and a very old-fashioned one? Yes, I know-but it’s true nevertheless.

First impressions

Chances are you wouldn’t stop at a restaurant with dirty windows or trash in the parking lot. Theoretically this has nothing to do with the quality of food, but in reality we know there is a correlation. The appearance of the restaurant is a symbol of how management views all dimensions of operations. It’s not likely that adequate management attention will be given to good food and good service when they haven’t given attention to cleanliness and general appearance.

Recently my wife and I ate (the first and last time) at a famous restaurant in Savannah, Georgia. The windows looked as if they hadn’t been cleaned for six months. The people who took names for seating weren’t rude as such, but they were brash, uncaring and dressed as if they had been washing cars. The first impression was not goodand this will be our lasting impression.

Similarly, a business professional who does not give attention to his or her appearance will not be perceived as an individual who knows the business well or one who is able to give professional service. Most of your customers believe that casual dress is a symbol of a casual or careless attitude. On the other hand, looking put-together gives customers a feeling that their business will be handled in a “together” fashion.

This is not to say that every successful business person must wear a dark suit and tie. Obviously it depends on the product and service being sold, but a good rule of thumb is to dress as your client expects you to dress. Emulate the look of your client-and upgrade that look just a bit. It’s better to be overdressed than underdressed.

For example, producers in a large Texas insurance agency specialize by industry. Each producer is assigned to two specific industries. They dress like the pros in their specific industries. Those who call on executives of major corporations, lawyers, doctors and the like wear suits and ties. Those who call on contractors wear khakis and a neat, collared shirt with no tie. Female producers follow similar guidelines.

Other “accessories” that are part of the package also need to be considered from the client’s perspective. Some argue that it’s their right of individual expression to have tattoos, piercings and extreme hairstyles, but if any adornment negatively affects customer service (e.g., slurred speech from tongue piercing) or client impressions, it is not appropriate in that business and will not lead to professional success for that individual.

Employee discrimination suits are being brought against employers because of guidelines on personal appearance, tattoos, piercings and hairstyles. Therefore, an employer must be cautious about the nature of personal appearance guidelines established for employees. But for any successful business professional, and the person who aspires to be one, guidelines do not matter. All employees need to know is that they simply will not be successful unless they present a professional appearance.

Clothing affects performance

Less-than-professional dress adversely affects performance in many ways. Some believe that casual dress has had the effect of reducing productivity during a normal workweek by 20%. One firm strenuously argues that its business improved 30% to 40% when casual Fridays were discontinued