Dress For the Sale

You Want to Make

One of my worst fears as a person who loves to travel is getting ill while on a trip, and one day in Texas it happened. The concierge at my hotel was able to recommend a physician and before I knew it, I was seated in an exam room waiting for the doctor to appear. I was already nervous but when he entered the room dressed as a cowboy — complete with jeans, shirt, boots and hat — I was shocked. If it weren’t for the stethoscope hanging around his neck, I would have never pegged him as a doctor.

My surprised reaction was normal. I was suffering from visual confusion, a term that means what I thought the doctor would look like was the opposite of what he actually looked like. Visual confusion is serious because a person’s first perception of a professional either builds or destroys confidence in the professional’s capabilities. I was used to seeing a doctor dressed “in mode,” or in other words, in a white lab jacket or at least a shirt and tie. When I saw a cowboy instead, I wasn’t sure I wanted to be treated.

I think of all the home based agents who enjoy the luxury of working at home. Many admit to working in their comfortable pajamas and slippers, or at best in shorts and T-shirts. The danger is that this lackadaisical attitude toward dress might carry over into professional settings.

The home based agent only has 15 seconds to make a first impression and 91% of that impression will be based on clothing. That’s because in most business situations, over 90% of the body is covered in clothing. I don’t agree with the old adage, “Clothes make the man,” but I do believe clothing makes the man’s, or woman’s, image. And, as far as customers go, their first impression of the agent becomes reality for them.

Unless a travel seller wears a uniform, or matches clothing to the type of travel specialty he or she represents, it is always better to opt for dressing up for the customer. Even in casual settings, the agent can opt for casual/chic. A sharp business appearance says, “I made a special effort to look nice because you are important.”

And, it’s not only the customer who respects the professional look of a home based agent. Showing up for a conference in your nicest suit sets the tone for meetings with suppliers and earns the respect of peers. Furthermore, well-dressed travel professionals enhance the image of the entire travel industry.

If you can afford designer clothing and accessories, that’s fine. However, well dressed doesn’t have to mean expensive. Good grooming, neatly pressed clothing, an open demeanor and a warm smile can’t be replaced by an expensive suit or dress. It’s the total look and professional attitude that make a first impression special. The law in business has always been dress for what you aspire to be. It still holds true. In a sales situation, that means dress for the sale you want to make, whether it’s selling a supplier on a co-op proposition or a customer on a travel experience.

I was pleased with the treatment I received from the doctor from Texas, but how much more at ease I would have been if he had dressed up for the appointment. Instead, he dressed in what made him feel comfortable. So go ahead and stay in your slippers while working at home, but when meeting or socializing in business situations, dress to impress — and literally wear your credibility and potential on your sleeve.

Barbara Mangini is director of training for Travel Trade. For information on ordering her book, “Andy Agent And His Group Sales Adventures,” E-mail Mangini@nb.net