The Sunday Mail
Cresencia Marjorie Chiremba
“No matter what you say your clothes say more” – Tom Kirby
Your dress code implicitly communicates what the tongue cannot expressly say.
Traits like confidence, trustworthiness and authority can be deduced from the clothes that you wear to work. Moreover, there is reciprocity of confidence between the customer and the representative when you are dressed properly and stylishly.
Meeting a customer or presenting in front of customers is serious business that should be given the respect it deserves. Looking professional is a must, if you are keen on building positive perceptual management from your customers and prospective customers.
Wearing well-fitting attires helps in confidence-building as proper dressing attracts positive compliments that will, in turn, switch on the intrinsic feel-good feeling in anyone receiving them.
What does dressing really have to do with what the company is selling?
One would think that your knowledge is more important than your appearance, but in fact, it is the opposite. Your dressing seems to influence customers greatly because it is the first impression they get before you open your mouth.
The customer’s subconscious is strongly affected by your physical appearance. This means when the appearance is right, customers are likely to be happy to engage you, and on the contrary, when the appearance is wrong, it will make the customer easily feel a little uncomfortable.
Shabbily dressed representatives give customers a feeling that has a negative effect and it has a ripple negative effect on the organisation’s sales, patronage and subsequently its profit margins.
We are all created in different body shapes and sizes, and accordingly we all do not look good in the same type of clothing or fashion. This therefore means representatives must know their body types and clothes that look good according to their specific body structure.
This kind of knowledge will help them dress appropriately and elegantly.
When you are dressed right you are likely to get a better customer reaction, and these are the things to consider before getting dressed.
- Consistency with one style
Showing up to the same customer in different dress styles may confuse them, and it shows inconsistency. If the customer is used to seeing you in a suit and tie that style must be maintained, as this helps you remain consistent with the message you are communicating to the customer. Everyone prefers to do business with someone that is consistent as this also helps in building trust. After all, business is about trust.
- Adjust to the weather conditions
Research has proven that weather conditions affect productivity and confidence. In Zimbabwe, where our temperatures are bit on the high side during the summer period, productivity can be affected. According, to Kuul Thread, when working in a hot environment productivity tends to drop by 85 percent. It is therefore always advisable for one to have a wardrobe that includes clothing that is light or that helps to cool off the uncomfortable high temperatures. Also, if it is winter time, professional winter clothing should be donned. It does not look good to show up to a client wearing clothing that is contrary to the weather temperatures of the day. Wearing clothes that are against the weather will make customers doubt your sanity or your level of wellness.
- Dress for the office you aspire
The problem with most organisations’ representatives meeting up with clients is that they dress for where they are instead of where they want to be. Your dressing speaks volumes about you as an individual, as well as your vision of how you want to be. Some people do not like the too formal dressing, but if you aspire to be a leader one day, dressing formally will help in perception management. Your customers are likely to perceive you as a leader if every time they meet up with you, they see you dressed in smart formal wear. On the other hand, it is easier to set apart artists from the crowd by observing the way they dress and even the way they wear their hair and make-up.
- Incorporate your personal sense of style
Although most customers prefer doing business with representatives that have clean cuts, it does not mean you cannot add a little pinch of your personal spice to the attire. Professional looks should not be dull and boring, but rather can be enhanced for men by adding things like executive watches, belts, ties and coloured shirts, briefcase or even a classy, fashionable pair of shoes. Women can also a fair amount of jewelry, scarfs, elegant shoes, handbags, minimal make-up and hair styles that are not too loud.
*Cresencia Marjorie Chiremba is a marketing enthusiast with a strong passion for customer service. For comments, suggestions and training, she can be reached on [email protected] or on 0712 979 461, 0719 978 335
