Business Casual or Business?

When you are making a sales presentation at a company, remember the advice from Chapter 9 "The Approach: The Power of Connecting" and dress one step above what you would wear if you worked at the organization.Ross Macpherson, “6 Keys to Making the Right Impression in an Interview,” A Career in Sales, 2002, http://www.acareerinsales.com/careerToolsDress4Success.aspx (accessed May 16, 2010). If you are ever unsure about a company’s standard dress code, always dress up. It’s easier to take off a jacket and tie than to put them on at the last minute.Geoffrey James, “Is ‘Dress for Success’ Still Mandatory?” BNET, January 22, 2009, http://blogs.bnet.com/salesmachine/?p=732 (accessed May 16, 2010). However, if your prospect tells you the dress code beforehand, here are some general guidelines to follow.

Business Attire

For most of your business-to-business (B2B) sales situations, business attire will be the norm. For a while in the ’90s there was a trend toward more casual clothing in the workplace, but that trend is mostly on the way out. “I see a return to more traditional business wear,” says Gary Brody, president of the Marcraft Apparel Group.Paul Burnham Finney, “Redefining Business Casual,” New York Times, October 23, 2007, http://query.nytimes.com/gst/fullpage.html?res=9405EEDD1F39F930A15753C 1A9619C8B63&sec=&spon=&pagewanted=all (accessed May 16, 2010). For that matter, even if your customer says business casual is the standard in his workplace, if you are aiming to dress a notch up from that standard, you might decide that business attire is the way to go. As Mark-Evan Blackman of the Fashion Institute of Technology says, suits “universally project an air of authority.”Paul Burnham Finney, “Redefining Business Casual,” New York Times, October 23, 2007, http://query.nytimes.com/gst/fullpage.html?res=9405EEDD1F39F930A15753C 1A9619C8B63&sec=&spon=&pagewanted=all (accessed May 16, 2010).

Figure 10.2

Whether the situation calls for business or business casual attire, always be professional.

© 2010 Jupiterimages Corporation

For men, business attire means a suit (matching pants and jacket), a necktie, a long-sleeved shirt, and lace-up shoes.Andy Gilchrist, “Cracking the Dress Code,” Ask Andy about Clothes, http://www.askandyaboutclothes.com/Clothes%20Articles/cracking_the_dress_code.htm (accessed May 16, 2010). Go for conservative, dark colors such as gray, black, or dark blue for the suit; white or light blue for the shirt. For women, business means a suit (skirt or pants and matching jacket), shoes with moderate heels in a basic pump style (closed-toe), a blouse, and tan or light pantyhose.

Details Matter

Getting the clothes right but missing the mark on the details will create a poor impression just as much as underdressing for the occasion can, so make sure everything from your nails to your hair and choice of accessories conveys professionalism.

• All clothes should be cleaned and pressed. Wrinkled or stained clothing looks very unprofessional. Take the time to review your wardrobe days before your presentation to be sure everything is cleaned and pressed. A trip to the dry cleaner is money well spent.
• If the garment has belt loops, wear a belt. Belts should be dark leather.
• Make sure your briefcase or handbag is professional, not casual.Gloria Starr, “The New Dress for Success Look,” EvanCarmichael.com, http://www.evancarmichael.com/Business-Coach/2445/The-New-Dress-for-Success-Look.html (accessed May 16, 2010).
• Men should avoid sports watches, and women should wear conservative jewelry—nothing flashy.
• Make sure your hair looks professional and well groomed.Tom Reilly, “Dress for Success,” Tom Reilly Training, 2009, http://www.tomreillytraining.com/Ezine%207-07%20DressforSuccess.htm (accessed May 16, 2010).
• Carry a good quality portfolio or notebook and a nice pen.
• Women should wear hosiery if they are wearing a skirt. Avoid wearing perfume or cologne.Ross Macpherson, “6 Keys to Making the Right Impression in an Interview,” A Career in Sales, 2002, http://www.acareerinsales.com/careerToolsDress4Success.aspx (accessed May 16, 2010).

And don’t forget good grooming. Body odor, bad breath, poorly manicured fingernails, and messy hair can be a deal breaker.

The Image Your Customer Wants

When employees whose businesses rent space in the Coca-Cola building on New York’s Fifth Avenue want to bring a canned or bottled beverage to work, they have a list of drinks to choose from. Vermont Pure Water is OK, but Evian is definitely out. Food and drink orders coming into the building are scanned, and anything with non-Coca-Cola brand products gets sent away.BNET Advertising Industry, “Adds New Meaning to ‘Always Coca-Cola,’” BNET, http://findarticles.com/p/articles/mi_m0BDW/is_12_40/ai_54233838 (accessed May 16, 2010). While this rule is on the extreme side, it’s true that even the products you use reflect an image, and when you’re doing business with a potential customer, you want that image to be the right one. This is something worth researching before you go into your sales call. If you know who your prospect’s customers are, use those company’s products. Does the prospect do advertising for Apple? Don’t listen to your Zune while you’re waiting for the appointment. If your prospect is a publishing house, read some of their books before you go to your meeting. If they have a radio station or record label, listen to it. Knowing the prospect’s products, or their customers’ products, is part of your credibility.