You are different, and you have enough obstacles in your way so your appearance has got to be right.  You are in the spotlight!

Looking good is extremely important and it is also one of those areas that so many buyers pay attention to in their decision of who appears to be most professional.  There is no doubt that in the process of preparing for a call, you may find yourself primping and spending a lot time in front of the mirror.  Go ahead and do it!  Looking your best gives you confidence.

As I have had sales professionals call on me in many of my previous positions.  Let me make a couple of statements:

• For every sales professional who is dressed well, there is more than one who is challenged
• When a sales professional is challenged in his wardrobe, they are at a solid disadvantage to the ones that dress well

Don’t be at a disadvantage, put others at a disadvantage.

Some Basics – Suits

Remember a cheap suit looks like a cheap suit.  You want to exude quality.  So be wary.   Buying a suit on sale is different than buying a cheap suit.  Cheap is not professional.  Remember it.

Although you don’t want to be too confined to rules, I would ask you to note some basic rules regarding your mode of dress:

First Meeting- I would stay with the dark colors including Navy and Charcoal Grey as the anchor to your color scheme.  I would brighten the tie to something red, green, or at least something that stands out.  This is tried and proven for first meetings with customers.  If you are not wearing it, your competition is wearing it in their initial meeting with your potential customer.

Sustaining Relationship – Here you have some latitude if you want to stray away from the darkest “true to business” colors.  Blue-Gray is good here, as well as Gray.  These are relationship colors.  These colors are formal without appearing too formal, and they can be appealing.

Summer and Hot Weather Colors – This includes olives, tans, and some other lighter colors.  These are always fun to wear, yet be selective about when and how.  To the office is fine, yet to a new client call I would stick with the advice above.

Dark always works, but variety is good.  Know when to wear colors.

Casual? – I would suggest you take a look at Black Sales Journal February 7, 2011 Your Appearance Your Image on this issue.  The suit is your uniform, and the customer deserves to see you at your best.  Remember, there is always someone dressing to impress, and his or her appointment might be right after yours.  Your customer will see you in your khakis and golf shirt, then a sales professional in his or her business “uniform.”  One of you will look more like a clown!  Care to guess which one?

Shirts and Ties– Spend the Money!

Black men obviously come in a variety of shades, and this is a plus.  Your choice of colors for your shirts should be based on what you see in the mirror.  The tones should complement, and sometimes contrast your skin tones.  White always works for a dress shirt but you don’t have to limit it here.  Always spend money on good shirts.

Dress shirts must be crisp and done at a shirt laundry.  There is no “do-it-yourself” deal here.  You cannot possibly iron a shirt to the perfection that they do regularly.  Light to medium starch and you need to collect at least 1 week to 2 weeks of white shirts (5-10), regardless of how many stripes and colors you have.  White is universal for business, although you can easily find the hues and stripes that complement your skin color.  If the collar is fraying, toss it.  Note that if you are not wearing a tie, your shirt should be a button down.

Ties are important.  As you are aware, they bring everything together.  Go bold or just match your personality.  Treat striped shirts just as you would a solid shirt as far as your tie color.

Your ties should always be the right length and the tip should touch the buckle of your belt (actually going ¾ to 1 inch onto the buckle is better).  There is nothing that shows less class than a tie that is done in “Baby Huey” style that stops short of the buckle by several inches.

Tall guys, listen up, pay the extra and buy extra long ties.  There is no substitute.

Always have the tie cinched up, and tied correctly for the call

Shoes and Shoe Care

This is an easy one to talk about.  You have a lot of latitude here. Remember, the key is to have a good comfortable shoe, which is shined well.  If you get a good shoe and maintain it well, they will develop a “patina.”  Wear “big-boy” shoes, no square toe jobs and no buckles unless you wear your style has a “monk strap”.  Invest in a good pair of business shoes that tie up (such as a basic oxford) and keep them well maintained.  I am partial to Allen Edmonds but also wear some Johnston Murphy.  Your shoes are at your base, so they should complement your garb.

Protect them well with a good pair of galoshes.  No shoes look good after a serious bout with salt.  If you go cheap on them, go with a couple of pair, and keep one pair in your car.  Having them where you need them is important. If you dare to go expensive, then buy Swims.  I use these, and can attest for this product, as they are the best.

When going through an airport or downtown in an urban area get your shoes shined.  They do a great job, and you cannot match it, unless you were a “shoe shine boy” in your past life.

A Few Things To Remember

• Always carry a mirror in your briefcase – use it after meals and before calls.
• Avoid black suits – resort to dark charcoal gray, unless you are coming from a funeral.
• No more than 3 buttons on a business suit.
• Avoid Light colors after Labor Day in the north and east.
• With a suit wear an oxford, with a sports coat a loafer is fine.
• Your belt should match your shoes in terms of color.
• Socks should be calf length at the least – no one wants to see your hairy shins.
• Dry-clean your clothes regularly.

I could go on for days on this issue.   Esquire magazine publishes “The Big Black Book” which can be helpful.  It is published in the fall, and is billed as the “Essential Knowledge: How to look better, feel great…” GQ also does some annual editions on this topic.  No one should be confused about business dress.

I am sure we will be talking about it more in the future.

Your comments are welcome.