There are many things that we will all need in our Business Tool Box, and most of those items we will all agree are needed. But some of the items we will review will have a split on the thinking of you the readers. Some of you will agree while others will not feel the same need, maybe because you haven’t seen the need for the importance of this tool.

I suspect that “Dressing Appropriately” might be one of those tools. I call it a tool because the way in which we dress is as important as our samples or the forms we fill out in organizing our orders. There are so many little things that add up, as we must put the total package together to present our offering to our prospects.

DRESS THE PRODUCT TO SELL
We are bringing this issue to your attention in order to make a point that we need to pay attention to the way we personally dress, and also the way in which we dress our products and services that we present to the public. We need to dress our showroom and the products we offer so they are more appealing and answer the needs of our clients. Just how do we dress our products that we are offering?

Most of us think about the product itself, but how we package the product is almost as important. Our firm sells Promotional Products to a vast majority of our clients. Many of these clients request a special packaging that is often more profitable than the actual item we sell. The way in which we dress the product that is sent to the end user is imperative to the ultimate success of the  sale.

The corporate colors, the branding of the corporate logos of the client—all of these and many more desires of the clients might mean more than the actual item. Many of the corporate accounts that all of you have in your files and listed on your computers as clients spend millions of dollars every year in an effort to dress their products for the public in order to sell them.

If you don’t believe that the way your clients dress their product is important, then try this: the next time you receive an order and the client wants to have you put their logo on something in color, if the color is red, just change the hue and make it a little darker or brighter and show it to the client. After they tell you the shade is wrong and you are instructed to change it back, you will then understand just how important it is to have their logo dressed just like the client wants it.

DRESS FOR THE JOB
When you and I are working on our home projects or in our business work area, it seems reasonable to wear the appropriate clothing. I have, for as long as I can remember, worn an apron when working in our plant. I have done it because I believe it is what I have to do if I am going to be presentable to the public for an appointment of someone coming in the showroom. If I don’t, I will damage my clothing by spilling something on myself or tearing something. I know this because I have done it.

Likewise, I wouldn’t think of wearing a three-piece suit in the work area, even though I have been caught wearing a suit many times because of the demands for having to dress for many different occasions.

However, I did hear of a man who worked in an automobile assembly plant in Detroit; he wore a white dress shirt with cufflinks and a tie every day. He was so proud of his job and was determined to go to work in a white shirt and tie. It worked for him and got him on national television with his story. As they say, different strokes for different folks.

DRESS TO FIT THE OCCASION
What should I wear when I am selling, in the assembly area, when unloading a truck, etc.? This is a very difficult question, but I believe perhaps the best piece of advice is to mirror the person you are dealing with. If I were going to a Little League to sell trophies, I would certainly dress differently than I would if I were going to sell a major program at a life insurance company.

These are very different venues to sell under, and as a result, they demand different criteria, which we are selling from. We don’t want to overdress, but neither do we want to come up short when working with our clients—don’t disappoint them, you can’t afford to.

IF SOCIETY SAYS IT’S OKAY, IS IT?
Our society has changed, and many believe that what used to be casual Fridays should now be every day. I can’t say that is a bad idea, because you are listening to a fellow who loves to dress down and go to our barn and ride horses. And our horses really are impressed when I dress up with a formal riding habit at the horse shows.

When we dress for the horse show and dress the horse accordingly, the horse knows it and acts differently—they know they are expected to strut their stuff. When showing the horses at the shows, they seem to feel it is different than working in the barn, but the judges at the shows expect for all of us who are showing to exhibit in a special manner and dress.

I suspect that the buying public has a greater degree of attendance to our offer when we respect them enough to approach them in a manner suitable for the occasion. I have a question for those who will no doubt disagree with my thinking. Assume you went to two banks with your life savings. The first banker met you at the front door in a suit and tie, and appeared to be very professional. As he met you with an outstretched hand, he stated his name and handed you a business card.

And then you went across the street to a bank where the banker met you at the front door in Bermuda shorts and a flowery shirt unbuttoned down to his navel, with a big gold chain around his neck. One question: who would you feel the most comfortable doing business with? Now be honest.

Dressing as you sell your prospects and clients may or may not be a really important fact in selling your products, but to make a presentation that covers all the bases is important. Your prospects and clients will surely remember who and how you made your presentation and the factor that you cared enough to respect them and their order. The decision is yours to decide, but think about the competition and what might make a difference. I always like to say the big doors swing on little hinges.

In our next segment, we are going to explore just how important it is for you to work from a blueprint, your map to the future.