The Shine on Your Shoes

By joanne | 11th November | Marketing Ideas, Marketing Training

95% of any first impression is determined by the way you dress.  People (quite rightly) assume you choose your own wardrobe, or (if you wear a uniform) you choose your haircut, accessories and brand of shoes / belt / watch etc.  And, what your choice says about you determines whether people like you, or not.

It sounds unfair, and we probably all know people who deliberately dress in a way that they will be pre-judged.  They don’t want to be judged by their clothing – yet that’s how they subconsciously judge others.

If you want to sell to higher-income customers, you need to look at your appearance and make sure it fits.

The following may be read as a series of sweeping generalisations – they won’t be true in every case, but they’re widely regarded as accurate in most instances…

  • Bright colours impress low-income customers, whereas higher income business owners generally prefer conservative colours and dress.
  • Navy blue and dark grey are the most popular colours for top salesmen
  • Navy blue and dark green are fab for women
  • Brown should be avoided, as it’s seen as weak
  • If you accessorise, choose well and select expensive accessories that match and don’t overshadow the outfit

I once heard that women who wear make-up outsell those who don’t.  I don’t think it’s the actual make-up that does it, I think it’s the additional care that’s obviously taken before you leave the house.  If you care how you look, you’re likely to care about your customers and your products.

Another tip I heard as a teenager was always to dress like the person in the role above you.  That was reiterated to me recently when someone told me, if you’re trying to sell business-to-business, to always dress as the business owner’s advisers do.  At least, if you want to be taken seriously.

Love it, or loath it, our clothes make a statement about us.  What are yours saying about you?

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