Special thanks to style expert and owner of Charleston Style Concierge, Lee Heyward for this post.
People do business with those whom they trust and feel confident in. Your business could gain that trust and confidence from your website, your marketing materials, and your glowing referrals, but your clothes are what help you close the deal.
When potential clients first meet you they determine in seven seconds or less if you are someone they want to do business with. 1-2-3-4-5-6-7. That isn’t a lot of time to get across how amazing both you and your company are.
You have to WOW them with your first impression. Fair or not, judgments are made on your outward appearance alone. It happens all the time—it’s a survival skill humans have used for centuries.
How can you be sure your clothing helps you respond to opportunities around every corner? You must dress in a way that is intentional for the results you want and consistent with the message you want to send.
Dress Intentionally
Dressing intentionally is very different from dressing each morning just to put on clothes so you don’t leave the house naked. It is the process of thoughtfully putting together an outfit to achieve a goal. To dress intentionally, you have to consider your audience. If your customers are looking for a cutting-edge solution to their problem, your out-of-date wardrobe will make them wonder if your company is truly cutting-edge and the right choice for them.
Each morning when you dress for work, be as intentional as you are with the other idiosyncrasies in your life. You wouldn’t send an email to your best client without proofreading it. You would not do client work that you didn’t believe was your absolute best. Unfortunately, these habits often don’t translate to your wardrobe. Before you run out of the house wearing any old thing, consider whom you might see and what result you desire from the day, and then intentionally choose clothing that helps you meet those goals.
Be Consistent
In all areas of business, consistency is key. You go to Starbucks each morning because your coffee is consistently good. You use the same vendors because they consistently deliver on time. Consistency in your wardrobe is equally important, especially as a business owner. You are the face of your company. Your clothes tell people that you are knowledgeable, friendly, successful, confident, and / or any other message you would like to send to the world.
No matter where you are or what you are doing, your clothing is sending a message about you and your business. If you are like most people, you put on whatever is clean and easy. Then you find yourself in the grocery store hoping and praying you don’t run into anyone you know, especially the potential client you met with this morning. When you consistently dress to impress you automatically send a message that you and your business are confident, trustworthy, credible, and approachable. Aren’t those the kind of people and businesses that you like to do business with?
There are many things in life that you cannot control. How you dress each morning is something you can not only control but can also use to get the business results you want. Start using your clothing as a sales tool, and you will be surprised how many more opportunities come around the corner.
About Lee
Lee Heyward is a style coach and owner of Charleston Style Concierge, LLC, a company which specializes in teaching women how to achieve easy and effortless style. Lee works with clients one-on-one, virtually, and hosts monthly seminars. Lee believes anyone can have great style with a little knowledge and an open mind. Charleston Style Concierge is located in Charleston, South Carolina.
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