So ... What Are You Wearing?

As a marketing and client attraction coach, I often encounter people who think that being improperly dressed means being under-dressed for an occasion, and it often does. But being over-dressed can also backfire on you.

Let me tell you a little story. I think you'll find it relevant. Years ago, when I was with Sony, I consistently visited a progressive audio retailer that sold an enormous amount of stereo equipment, but sold relatively low numbers of Sony products.

The store was owned by a guy in his thirties, and his manager and salespeople were younger still. They were consistently casual -- jeans and polo shirts. I, however, being the corporate guy, always showed up in a blue suit, white shirt, and power tie. I might as well have shown up in a burlap sack; it couldn't have hurt my relationship with the store any more than I was already doing.

Then one day, as I was leaving the store, someone from a competitive electronics manufacturer was walking in. It didn't go unnoticed that he was wearing jeans and a polo shirt. And it didn't take long for me to conclude that his appearance may have been one of the reasons he had a good relationship with the owner, manager, and employees. The relationship was so good, in fact, that the store stocked and sold more of his company's product than any other.

Two weeks later, I visited the store in jeans and a polo shirt. But that's not all. I arrived on my motorcycle. And so this fact didn't go unnoticed, I walked in with my helmet in my hand. At that point, our relationship began to change. It was, as the saying goes, the start of a beautiful friendship.

So think about dressing for success. It doesn't mean to over-dress. It doesn't mean to dress how you feel most comfortable. It means to dress -- on any given occasion -- in a way that helps you build relationships with your clients and prospects.