Wednesday, January 27, 2010

You Can't Overcome the Visual

I was helping a client company evaluate service firms. Two among the contending vendors stand out. The first was a distinguished man in a three-piece suit and a crisp white shirt. Another firm sent two men, each the head of his respective department. One wore a rumpled camel jacket; the second badly needed a haircut. Guess which firm got the business? Distinguished Guy.

The decision was based on his skill, success history and the interest Distinguished Guy displayed in the client's company. But the rumpled guys, despite a high recommendation from a respected professional, never had a chance. Here's why:

1. You can't overcome the visual. Always present yourself in your best light. The garb of one contender who came in shirtsleeves and leather pants telegraphed to the client, "I don't want this contract;" he didn't merit a second thought.

2. Don't assume. Rumpled Guys knew the client's company was plain as toast and had several others like it on their client list, but they assumed a more casual look would be okay. It wasn't. They're in a business that requires exquisite care, and their "Sunday brunch at the Holiday Inn" outfits didn't convey that.

3. Dress one level up when you're making a sales call, giving a speech or trying to impress a potential client or employer. You can dress AT the same level as those you'll call on, but make sure you look as clean and crisp as iceberg lettuce. You STILL have to look a bit sharper than those you'll meet.

4. Don't guess. If you're in doubt, call ahead. If business casual is the order of the day, your Armani suit may be as off-putting as the rumpled apparel was. You never lose points by doing research.

These two firms were among a half dozen who made presentations. Most representatives wore the appropriate haberdashery, though they lacked the Total Package the client was seeking. Distinguished Guy made the sale because the client believed in his competence and his brain; and felt "I will matter" to this firm. . .all of which was underscored in how DG presented himself to the selection committee.

You could argue about the superficiality of making a decision based on how someone dresses, that the client might have overlooked genius because of a three-piece suit. But this is business. You put on the costume of whatever game you signed up for. NOT to do so is to thumb your nose at the team you claim you want to join. Remember Leather Guy.

We are a society DRIVEN by the visual. Remember that if you think your leather pants may be just the ticket for your next business call.

No comments: