Look The Part

Look the Part: Your Appearance Must be Consistent with Your Message
by Bradley Richardson

Whether you're going to the bank for a loan or going to the local auto shop for an oil change, you should look the part. While it's nice to think that appearances don't matter, they usually do.
I'm not talking about dressing up or staying in fashion (although I highly suggest it). This is not a diatribe on how casual Fridays and the T-shirt represent the decline of Western civilization. I'm simply saying that you are more likely to command more respect and get what you want if you are dressed appropriately for your surroundings. 

If I'm going to the garage to get my car serviced or to buy tires, I don't wear a suit. I put on jeans, boots and a cap. I want to be taken seriously by the person with whom I'm dealing. I may be as knowledgeable as the mechanic, but he or she will make instant assumptions about me based upon my appearance. If I'm in a suit and look as though I don't even pump my own gas, how seriously will I be taken? By the same token, if I'm going to the bank to talk with someone about a loan, I don't wear shorts and a cap. Your appearance must be consistent with your message.

This really hit home with me last year at the National Speakers Association Annual Convention. I was listening to a speech by one of the nation's leading sales experts. The audience was made up of sales trainers and sales consultants -- people who make their living teaching others how to make more sales, improve relationships with customers and present a professional image to customers.

Half of the room seemed to fit the image of someone whom a major organization would hire to help their sales staff become more effective. They were dressed casually, yet professionally and tastefully. They were neat, well groomed and reasonably fit.

The other half of the room made me wonder whether I had stepped into a joint meeting of Weight Watchers and the Hair Club for Men. There were men in sweat suits with pants about to explode at the seams. I saw toupees so bad they looked as if they used to reside on forest animals. And don't get me started on the three-foot-long comb-overs. Now don't get me wrong -- you won't find me on the cover of GQ anytime soon, but I try to appear tastefully current and professional.

I thought to myself, "Would I feel confident putting some of these people in front of my sales staff or clients as an example of what to do?" Sadly the answer was no -- regardless of the information they offered. People tuned them out and questioned their credibility because their appearance was inconsistent with their message of professionalism and success. It's like the saying, "Don't trust a skinny chef." You should look the part. Of course looks and appearances aren't everything. But don't forget the power of first impressions. It's very difficult to overcome a poor first impression, regardless of your knowledge or expertise.

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