Dress To Win
by Steve Marr
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How we dress and present ourselves makes a major impact in how we are received. We are not dressing for our comfort or to make a fashion statement, but to impress and connect with customers. Scripture says, “God sees not as a man sees, for man looks at the outward appearance, but the Lord looks at the heart” (Samuel 16:7 NASB), but people look at the surface and our outward appearance. In business, we need to embrace this reality.
For you in your work, start with understanding the customers you are meeting and what expectations those customers are likely to have. One key rule is to dress at the appropriate level expected by your customers. For example, an attorney would wear a business suit, even if a client turns up in jeans. In today’s casual environment we tend to dress down, often for our own comfort or as a way of self-expression.
Trust is one message we want to impart to customers and how we dress will covey a message of trust … or the opposite. The white coat of a physician is a symbol of trust. A salesperson selling high-end jewelry needs to dress professionally to send the message that the salesperson, like the expensive jewelry, is substantial. We should dress as we want to be seen — serious, proficient, experienced, and ready to meet needs.
A dress standard is helpful for any business. Some organizations generate a detailed dress code spelling out every detail of acceptable dress, modesty and grooming. For most businesses, establishing some basic guidelines and then communicating those guidelines to employees will suffice.
Some work environments are appropriately casual, like counter staff in an auto parts supply store. In laid-back environments, be careful not to confuse casual with untidy. Jeans don’t need to be full of holes and shirts don’t need to be frayed.
In addition to our apparel, we need to practice good grooming on the job. Excess cologne, perfume, and jewelry will detract from your ability to communicate with customers. Keeping hair well groomed, shoes clean and polished, and fingernails presentable are a few important small details to keep in mind.
Review how you and your staff present themselves and then make any changes that will effectively connect with customers. Paul wrote, “Shun foolish controversies” (Titus 3:9 NASB), so you want to avoid becoming control freaks while still establishing standards that improve your business.
by author, speaker, and business consultant Steve Marr
Visit his web site at www.stevemarr.org
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