The Top Five Ways to Dress for Failure

Ask anyone with a history in the sales profession how business has changed over the past few decades and they’ll start ticking off things like globalization, technology advancement, increased competition, and the meteoric rise of customer knowledge. But there’s another important shift that often goes unmentioned: the evolution of professional dress. Over the years, we’ve seen business attire become, in many cases, so casual that the newest generation of workers doesn’t know how to dress appropriately for their profession.

"Today, it is much harder for salespeople to navigate how to present their best image for business success. The dress rules have changed, but the business expectations remain the same," says Dawn Waldrop, president of Best Impressions and an expert on professional dress. Today, many sales professionals are confused about what’s appropriate and what’s not. Too often, reps try to strike a balance between "too dressed up" and "too casual" and wind up with a look that’s all wrong. Wondering if you’re guilty? Waldrop suggests you get in front of a mirror and check yourself for these top five wardrobe gaffes that can cost you the sale:

Gaffe #1: Dressing too casually. Many reps, in the effort not to look "stuffy" or too unlike their clients have allowed the clothing pendulum to swing so far in the other direction they no longer look professional. Here’s the key, says Waldrop: Dressing professionally will always work for you; dressing too casually will always work against you. When you dress professionally, you come across as competent and knowledgeable and you instantly command respect. "Your prospects and clients want to recognize you as the expert," says Waldrop. "They don’t expect you to look exactly like them." When you absolutely must bring it down a notch, remove your suit jacket and roll up your sleeves, or, for women, change from a pump to a professional flat shoe. But start with a professional look and you’ll never go wrong.

Gaffe #2: Wearing inappropriate shoes. Shoes are your most important accessory and the one most often ignored. Your shoes should say "professional" all over them. If they even hint of being too casual, too "fun," too "nightclub" or too anything else, ditch them. "As your prospect watches you walk out the door, the last thing they see and remember is your shoes," says Waldrop. "Make sure they’re working for the sale and not against it."

Gaffe #3: Failing to tailor your clothes. Tailoring sends the message that you care about your image and you pay attention to details, which signals to clients that you’ll pay attention to the details of the work you do for them. Think you don’t need your clothes tailored? Think again, says Waldrop. Everyone has one arm and leg that are shorter than the other. And very few people are sized perfectly to the sizes of available clothes. By making a small investment in having your clothes tailored to your exact measurements, you’ll see enormous gains in your professional image.

Gaffe #4: Showing too much skin. When a woman wears a sleeveless blouse, her pants too low, shirt too short, no hosiery, or shows her cleavage, she immediately "loses her power and all respect," warns Waldrop. If you doubt it, just imagine a man walking into a sales meeting with his shirt unbuttoned, no socks or sandals on his feet, or baring skin in any other way. Would you respect him as a professional? Of course not. It doesn’t work for you either, ladies.

Gaffe #5: Ignoring the minutiae. The small details in your appearance speak volumes. Are your fingernails well manicured? Did you use just a hint of perfume or cologne – or did you apply it liberally? The latter could easily be a turn-off to clients. Is your hair neat and trimmed? What about your watch and glasses – are they modern and professional looking? Finally, don’t forget about the small accessories you carry with you like your pen, your wallet, your briefcase, and your purse. Each one sends a message about you. Make sure they’re sending the right message.

If all of this seems overwhelming or you recognize yourself in these faux pas but aren’t sure how to fix the problems, Waldrop recommends you call on a specialist. After all, most people wouldn’t do their own plumbing or electrical work – and neither should they go it alone on something as important as their professional image.

For more information, visit www.best-impressions.com.