The following is a true story, verified through snopes.com. John Barrier had done business with Old National Bank in Spokane for 30 years. He made his living buying and refurbishing old buildings, so he wore everyday work clothes that October day in 1988. He left his pickup truck in a nearby parking lot while he paid a visit to his broker, and then ducked into the bank to cash a check. The teller took one look at his grubby clothes, quickly cashed the check, but then refused to stamp his parking ticket.

Validate ParkingShe told Barrier that the bank only validated parking when a customer made a transaction and cashing a check didn’t count. The millionaire was a bit agitated, and asked the teller to call one of the bank managers. She did, but he also refused Barrier’s request.

“He looked me up and down and gave me one of those looks,” said Barrier, turning up his nose to imitate the manager.

Barrier then said, “Fine, it’s obvious you don’t need me so I guess I don’t need you either.” He immediately asked for a cashiers check in the amount of his entire account balance and closed his account, which was the first time the bank first realized he was one of their biggest customers. He walked right out the front door of the bank and down the street to Seafirst Bank.

“The check he brought me was for a little over $1 million,” said Dennis Veter, a Seafirst vice president. “You’d never know by looking at him that he was wealthy, but regardless, I felt very lucky to gain him as a new customer.”

Barrier said, “Whether you have $1 or $1 million, I think they owe every customer the courtesy of validating your parking ticket.” I doubt Mr. Barrier ever had trouble with parking tickets after that day.

I relate that short story simply to remind you that if you have as much money as Barrier, you don’t have to be concerned how you look to others. If you’re not a millionaire yet, you really should put some thought into your appearance as you make sales calls.

Rather than following the fashion guru’s latest advice, you should be concerned with how you are viewed by others. Never forget that the buyer’s perception is your reality. Although it may not be fair to judge people by their outward appearance… everyone does.

Guys, you have to decide if your tattoos, beard, or gold studs are worth what it might cost you in reduced credibility and lost sales. Ladies, you need to rethink your miniskirt, heavy eye shadow and lip ring. As people meet you for the first time they naturally observe your appearance, which includes your clothing, makeup, jewelry, grooming, accessories, and cleanliness. This scrutiny continues all the way to your dirty fingernails and even that hickey on your neck!

How you look, move, and dress influences the perception of others. It’s pretty simple; in the world of sales the more professional you dress, the more professional you act. It’s certainly not my place to try to tell you specifically what to wear, but as a rule of thumb, you should dress one level above your prospect or buyer, in order to make a favorable impression and to build the necessary trust and confidence for sales success.

There is an old Chinese proverb that says, if you don’t have a pretty face…learn how to sing. The sales profession is tough enough without having to battle additional influences that may be difficult to overcome, like those mentioned earlier. So make sure you look good and smell good!

Some years ago, I got a 911 call from an inexperienced insurance rep, who was failing miserably. After meeting him, I suspected that at least part of the problem was the noticeable multiple tattoos on both arms. I mentioned these and he shared that he had been a member of a gang as a teen and that these tats were from that former lifestyle.

Appearance Matters in SalesI simply suggested he wear long-sleeved shirts in the presence of prospects and customers to see if that made any difference. He took my advice, and his results improved almost immediately; so much that he called me twice over the next couple of months to thank me and share his progress.

Whether you like it or not, appearance does matter, and the good news is that on this point you are in complete control. Nearly 500 years ago Martin Luther said, “You can’t keep the birds from flying overhead, but you can keep them from building a nest in your hair.” Never forget that the buying public will always factor your appearance into their decisions.

Make sure the last thing you do before walking out the door for a sales appointment is to pay a quick visit to the mirror, mirror on the wall, and view yourself from a buyer’s point of view.

Won’t you speak your mind below and comment about your sales appearance experiences?

Could your sales team use some inexpensive online sales coaching? Click here to see a short video clip of how it works and why it’s effective.

©2014 Robinson Training Solutions, LLC