I needed to get this off my chest because it’s been bugging me for a while. What’s the deal with salespeople wearing polo shirts when visiting new clients—or any client for that matter? What’s next, polo shorts? I’ve noticed this trend more with men than with women.
You're meeting a new client, and your wardrobe consists of a polo shirt (maybe with a company logo), wrinkled khakis, and worn-out loafers? Am I out of touch for believing that you should present your best self on a sales call? For me, it starts with clean, polished shoes, pressed pants, a crisp shirt (with collar stays), and a tie when visiting a new prospect. I’ll admit that when I’m meeting an existing client, I might skip the tie. But has a new sales fashion left me behind?
Reasons
I’ll answer my own question with a resounding “no.” There are only a few reasons why someone wouldn’t want to look professional when visiting clients:
Laziness: Not taking the time to pick up or drop off clothes at the cleaners. Most cleaners today offer pickup and delivery services, so the only excuse I can think of is laziness.
Cheapness: Not wanting to spend money on having pants and shirts pressed. Yes, it can be an added expense—sometimes around $100 a month—but I know that investing in looking my best is worth it.
Lack of Care: Some reps may simply not care about the image they project to a new prospect.
The First 5 Minutes
Most buyers form an impression within the first couple of minutes based on how you groom yourself, the clothes you wear, your shoes (which are critical), and how you speak. I mention shoes because they’re one of the first things I notice when meeting someone in a business setting. Often, shoes tell the story of whether a person is successful.
I get that times have changed. Back in the 80s, I was the guy going to the office every day in a three-piece suit—the vest, the jacket, the tie, the slacks. I may not have known much about business or selling copiers back then, but I sure looked successful. We hear all the time that people do business with those they like. I’m here to tell you that people also like to do business with those who seem successful. When you walk in well-groomed and put together, you earn a few extra minutes in the prospect’s eyes to prove yourself. Arriving in a polo shirt, unpressed pants, and dirty shoes signals that you’re not a professional. You won’t be taken seriously when other professionals are in the mix.
The Kid
Here’s a quick story about baseball and a kid I knew with a great arm in high school. At the end of his freshman year, he was promoted to varsity baseball. He was lean, athletic, and had a strong arm. In his sophomore year, he started on varsity, pitched some big games, was clocking 86 mph on the radar gun, and still looked fit. But after that year, he got complacent, stopped working out, and gained some weight. By his junior year (the year scouts start looking), even though he could hit 90 mph, scouts noticed his weight gain and labeled him as “lazy.” He never got drafted because of that first impression.
Dress for Success
Yes, I know it’s an old and worn-out term, but for anyone reading this—especially those who might be wearing polo shirts and khakis—it’s time to shake things up. Make a statement that you are the professional who’s there to earn your client’s trust and business. Do I enjoy getting dressed up every day? No way. But I understand that if I want to be successful, I need to play the part.
-=Good Selling=-
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