Making Good Impressions

Many factors come into play when determining a salesperson's level of success: There's strategy, networking ability, and experience to name a few.  But this weekend, I discovered the key to a successful sale has nothing to do with skill.

I visited a local mattress retailer this weekend in hopes of buying a new bed. Upon walking into the store, I was appalled at the appearance of the salesman who came up to assist me with my selection.  He was disheveled--wearing an old, faded suit that looked as if it were bought 30 years ago and never dry cleaned and scuffed worn-out shoes.  The hair on his head was muttled and greasy--I couldn't tell if he had too much gel or needed a good shower--and he smelled of stale cigar smoke that made my stomach queasy.

The entire time he spoke I was so busy focusing on how bad he looked I couldn’t even listen to what he had to say about the products.  I just wanted to get out of there, and  I left before he finished his spiel.  If the salesman had put more effort into his appearance, I could have been a sold customer--the bad first impression was enough to ruin any chance he had in making a sale.

As much as we hate to admit it, appearance plays an essential role in our perceptions of others in business.  Did you ever notice that you tend to tip the attractive and tidy waiters and waitresses more than those that look haggard and unkempt or that you prefer to visit the grocery store that always keeps its shelves clean and tidy? The better we look and the more professional we appear, the better people treat us--and the more receptive they are to our business goals. 

Presentation is the key to a successful sale.  Whether your clothing ensemble is lacking or your presentation is confusing and sloppy, a poor appearance is detrimental to success.  Here are some tips to looking your best and making a good first impression:

• Dress stylish but conservative.  You want to show who you are with the fashions of the time but not overdo it, and you also want to convey a traditional professional atmosphere without being too old-fashioned.
• Focus on the quality of your wardrobe and not quantity.  Clothes give an impression of your abilities.  Investing in a few quality pieces is worth the price of purchase and upkeep if it means more respect.
• Keep your hands and feet immaculate.  The first things people notice about you are your hands and your feet.  Make sure hands are well manicured and that shoes are clean and polished. 
• Don’t wear overpowering cologne or perfume.  You never know who’s allergic to certain smells.  The last thing you need is to lose a sale because your client can’t stop sneezing.

Editor's Note: For more on how appearance is affecting sales, read Image is Everything from the ManageSmarter.com archives.

Comments

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[Ron Hayes]

Perhaps he was trying the reverse-psychology sales method - you know, aggravate the consumer so much they hurry and make their purchase to get out of there so you can get on to the next sucker. :)