Dear Colleen, How should I dress when seeing clients - especially for a first meeting? Thanks, Scott

Hi Scott,

I find that in today's selling world more and more sales people think it's OK to get away with a casual look in front of their clients. And while some industries might support a well tailored "business casual" look, most will not support golf shirts, jeans and outdated and ill fitting clothes. Sadly...I see it a lot.

Truth is that I still sell more when I am wearing a suit. I believe it’s because a suit (or jacket) suggests expertise, authority and success. People want to deal with people they think are successful. And, like it or not, they base their thoughts about you, on your appearance. Notice how all news and sportscasters still wear suits when broadcasting TV games? Even amateur sports teams travel on game day in suits to convey professionalism.

Over time, research continues to show that your outer look has an impact on how others view you. Dr. Robert Cialdini of "influence at work" shows us through his work that "when you look good, it is assumed that you are good at what you do.” I think it is always best when meeting new business associates that you look extraordinary, not ordinary.

Image and Branding expert Sandy Dumont who deals with high-powered entrepreneurs says “Looking powerful and upper class not only gets you noticed; it leads to higher credibility and respect.” As sales professionals you need to make your first impression the best impression, to gain respect which will foster the framework of future business relationships.

Success coach Lee Milteer reminds us that "if you don't make a positive impression by your appearance when first meeting people in any professional environment, you are likely to be dismissed as if they don't know your credentials or your success in your field. It has been proven that when you meet a person for the first time, your unconscious mind makes an instant evaluation that is almost always permanent and rarely given a conscious – or second – thought."

Give some thought to what you look like before you leave the house or office to make sales calls. Sales is about style AND substance, and without the style, you never get a chance to show your substance off.

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Good Luck!,
Colleen