Editor Andrew Davies asks whether what you wear affects what you sell...

I was having an interesting discussion with one of our advertising sales guys the other day about how people expect him to dress as a salesman compared to me as a journalist. 

The basic thrust was that he always needs to wear a suit whatever the weather (it was very hot that day), and I can get away with looking slightly more disheveled. People’s expectations are formed by preconceptions about the profession.

At the risk of sounding like a Sarah Jessica Parker voiceover, this got me thinking.

A while back we had a long running debate in the pages of the magazine about reps and you may remember that one common complaint from retailers was that they often looked scruffy. But in the context of preconceptions, I’m trying to remember now how many retailers I meet who always wear a suit and tie?

It’s very few, most opt for the open necked shirt and chinos combo – the very definition of smart casual. But what preconceptions do consumers have about kitchen or bathroom retailers? How important are first impressions?

Salesman in any environment are expected to look smart I think, but too formal and you don’t look welcoming – you’re not the bank manager after all.

But then if you cross that boundary from salesman into designer expectations are slightly different. Designers are allowed a certain level of quirkiness in their appearance to confirm their creativity, but not too much that might imply they’re going to go crazy with your cash.

Delivery guys tend to opt for the branded polo shirt and combat trousers, a look that says practical yet presentable. This look should also apply to the fitter too, but how often does it disappear a few days into the job when everything is covered in dust, paint, grout, sealant and everything else?

 

I heard a story about one fitter who always turned up at the punter’s home in a suit and bow tie, once he’d done the pleasantries, off came the jacket and on went the overalls. The bow tie stayed on and, probably for that reason alone, no one ever forgot him. He was never out of work apparently.

The same goes for the customer. Whether you like it or not I’m sure you make instant judgements, whether conscious or unconscious, about anyone who walks up to your door. I’ve heard plenty of retailers says they’ve made their mind up just by seeing what car the potential sale gets out of.

This book cover judging can always back fire, there are plenty of tales of people wandering into showrooms looking like tramps but turning out to be footballers, movie or rock stars looking for somewhere to offload their vast wealth.

So what’s your outfit of choice, and if you have staff – whether it’s reps, sales, delivery or installation – how strict are you with how they look?

Email me direct: andrew@kbbreview.com