Do You Look Like Big Bird?

Are you ready for that all-important sales call? Are the new business cards in the brief case? Do you have enough brochures for everyone who will be attending the meeting? Do you know exactly where the meeting is and where you intend to park your car?

You are almost ready to go once you take that extra step: a quick but serious look in the mirror. That wild and crazy outfit you wore to the beach party on Saturday is just not going to work. The yellow suit may be okay if you want to look like Big Bird, but it may not be appropriate for your meeting with the directors of the new cancer center.

The health care industry is a rather conservative environment. So take that final look before every sales call. Remember that your image will be evaluated within the first few minutes of your presentation.

What should you keep in mind?

• Your Jewelry — If the pin on the suit or the buckle on the belt is too elaborate or if the earrings reach to your shoulder, they may need to wait for another day. You do not want your jewelry to be a distraction from your sales presentation. Your goal is to present a message about your products and services, and you do not want your listener to focus on anything but the reason you are there — and that is not to show off the recent purchase you made with your sales bonus.
• Your Outfit — Colors do make a difference. Women are more successful in carrying off the image of success and control when wearing either very bold colors, such as red or royal blue suits, or a black or gray outfit. Unless it is a very bright or bold yellow, yellows, browns and beiges often do not carry the image of assurance and control that you want to convey. Men also need to consider the issue of color. Dark suits and pants present a more powerful and assertive image than beige or brown slacks. An interesting tie may separate you from your competitor, but there is a difference between bold and classy and bright and distracting. While you want to stand out from the crowd when you know several other companies are making a presentation for the same managed care contract, be careful the tie is not so distracting that it takes away from your message and the expression of your commitment to make the program work. Also be careful about being over-dressed or under-dressed. Either way, your look can be distracting. If the environment does not call for a business suit, then don’t wear one. However, it is better to be “dressed up” than “dressed down” for your customer.
• Look Up and Down — Something as simple as combing your hair can give you a look of organization. After all, if you care about your appearance, this may also convey that you care about your work and your customers.

After looking up, look down. Are those the same shoes you wore five years ago? Do your soles have holes? Is it time to have your shoes cleaned?

We are talking about making “the sales presentation of your life.” Your look is the very first element of the business that is going to be judged — and there will always be some competition with which the referral source or customer can compare you.

You are responsible for impressing your customer, not them impressing you. Professional referral sources make quick decisions about whom they are going to do business with, and you may not get the opportunity to go back and play the call again. So for your all-important meeting, consider leaving that beige shirt at home.

Everyone wants to do business with people who appear to be in control, act assured and look like the ultimate professional. Am I talking about you?

Louis Feuer is president of Dynamic Seminars & Consulting Inc., Pembroke Pines, Fla., and the founder and director of the DSC Teleconference Series, a teleconference training program. He can be reached at www.DynamicSeminars.com or by phone at 954/435-8182.