You are what you wear. Well…kinda. Think about what is required by your job, by your company. Some require a uniform (something logo’d). Some require a dress shirt and tie. I used to have to wear a suit. In fact it had to be black with dark tie, belt and shoes. So we can agree there may be expectations around what is required. Are you really what you wear? I believe you represent something by what you wear. It doesn’t define you…or does it?
How many times have you worked with a sales rep that had a wrinkled shirt, or maybe it had stains or wasn’t tucked in properly? Did it, even in a small way, create a perception of the sales rep? I have and my biggest quandary was “do they think that it is OK to look like that?” and “does it impact how they feel about their job or their ability to do it?” Three very interesting questions. What kind of presence are you creating on your sales floor with your customers?
Presence is about how we present ourselves to the customer. This is our next stop. Does what we look like matter?
In this post, I am going to define presence in three ways; what you wear, what goes with it and what you feel about it. The last one will be fun. So before we go there, what do you really think about dress code? Really? Here is why I ask. Really good sales people don’t get hung up on this…at all. They just do it and spend more time on their science and art of selling and how their customer will buy more. This is such a trivial small thing in the big picture. So why is this such a big thing for most organizations? I think it is two reasons. One, to have a clearly defined base minimum standard. And two, consistency.
So again, if good sales people don’t really care, why is it so important? Because the remaining sales people who aren’t selling well don’t really care. What?? They both don’t care! Yes, and for different reasons. Good sales people care about looking good, about looking professional, about being well put together but do not care that they are being told to meet the standard. They get the reasoning and would rather not have to try and figure out simple stuff. They would rather be selling. Not so good sales reps just don’t care about dress code, which can also drift into care, maintenance, grooming and hygiene. Think someone who is like this and visualize their verbal response to this whole conversation as “meh”. Do you see the difference? Both don’t care but for two completely different reasons.
So what to do?
What you wear. The critical first step for organizations is to have a dress code standard. And I would have it detailed with specifics and even have some pictures. Eliminate variation or question as much as possible. The dress code can be whatever you want it to be. I must say that in my book wearing a dress shirt and tie does not make you any more or less professional than wearing a logo’d knit polo shirt with a name tag. Whatever you choose, just be consistent and be even clearer about all the peripheries. This would be defining pants, belts, socks and shoes. One of my clients has it very right. They have contemplated who is working and who is shopping…we are talking demographics and what people wear comfortably. They can wear jeans, white button front shirt with a tie. Now the tie can pulled to the top or slightly undone. Women get a scarf. They can wear a range of trendy shoes, as long as they not “nappy” looking. They have a consistent standard and allow for personality to show through. I love it.
What goes with it. The actual dress code is one thing, the “two other things” are different. By that I mean, are you cleaning your outfits regularly (and yourself). Do you look presentable? So what about your two things: grooming and hygiene? Clothes only represent part of your presence. Let’s be real, you have to wear something. How will your customer perceive your outfit? How will they perceive you? There was a time when body art had to be covered. Not anymore. Multiple piercings was taboo. Not so much. To be sure, some organizations still have policy on all aspects of these elements…very specific policy. They are also well within their rights to expect certain things in exchange for pay. If you are offended, I have an idea. Don’t work for them. Work for someone where that doesn’t conflict with their grooming and attire policy. And one last comment, as manager, probably the hardest conversation any manager must have is the one about hygiene. So have a well-defined policy.
What you feel about it. This is presence in a whole different light. This is about the confidence you have. Ever hear that someone was “very comfortable in their own skin”? This is something that goes beyond what you are wearing or how you are wearing it. More times than not it is about how you feel about your job. Do you give a crap? Or maybe you like what you do. You believe what you do. You sincerely like helping customers figure stuff out. That shows. I believe this is the true definition of presence. Clothing and grooming are just the costume requirements. Belief and talent fuel confidence that always resonates and comes across to others.
As manager, you must always pick battles when managing and leading a sales team. Dress code, grooming and hygiene may seem insignificant, and yet with some managers, they are necessary battles to win in order to cement behaviors, standards, accountability and consistency. Why? The culture dictates a professional presence and so does the customer. The confidence piece that amplifies presence is harder to “battle”. It takes time and consistent training and coaching. It doesn’t just show up without recognition, praising, development and feedback.
The late and great Cary Grant, Hollywood icon, was said to walk into a room and every head would turn and follow him. He walked in with confidence. He cared about what he looked like, for sure. Although, when asked, party go-ers could never remember exactly what he was wearing. They just clearly remembered he was ‘there’. I guess he was very comfortable in his own skin.
Cheers