The title of this would make you think I am going to write on what you should wear, but that is not the case, on second thought, maybe we will cover it in a future post.

I will, however, cover two points that many of you are already aware of.   I want to share a view that can help you increase your effectiveness.

As a Black sales professional, your image and the persona that you are working to build are very much subject to your last encounter with your client, especially a new one.  With that in mind, always look your best.

To Be or Not To Be … Casual?

As a sales professional, when the rest of the world dresses down for casual day, you have your opportunity to stand out as a sales professional.

Whether it is casual Fridays, or “casual dress” office environments, many operations began doing it In the 90s and it is widespread now.

As comfortable as it is, I would like to convince Black sales professionals not to do it.  Here is my reasoning:

• As a sales professional, when the rest of the world dresses down for casual day, you set yourself apart as a sales professional.  Sales professionals look the part.
• In the eyes of your clients you want to stand out as an individual who treasures their business relationship and has something to special to deliver.  Dressing down indicates that you need comfort more than you need to display professionalism.  Don’t be suckered into it, be the consummate professional.
• When you are in casual mode on casual Friday, or in an office casual setting, it makes the rest of your day, casual.  Meeting with a client to solve an unforeseen problem, or responding to that potential “call-in” is not possible, unless you plan to take “casual” with you everywhere.
• To your clients, if you are casual, what makes you different from the next sales professional?  This is when you show your best.  Strengthen your persona!

Be the best-looking sales professional out there.  Whether male or female if your business garb is your “uniform”, then do it in the way that makes you stand out.   This is especially the case when your own office is casual.  Don’t let yourself fall into that mode.  Everyone in your office is not in the same position as you, so they will dress position appropriate for their job, and you need to dress for customer contact.

I believe that any sales professional, who is responsible for being on client visits or potentially greeting clients when they come to your company’s, office should be dressed in attractive business clothing. For the type of work you do, you want the customer to recognize you as a professional who represents yourself and your company as a professions well emblazoned in their mind.

Always Look Your Best

During my tenure as a regional sales manager many years ago I was interviewing a sales candidate that was being considered for employment by one of my field sales managers.   The objective of having the Regional Sales Manager interview the Field Sales Manager’s prospective hires was to put another set of eyes and ears to it.  On this morning I met a candidate who had received high marks from the interviewing manager.

When I walked in the interview room, I met a candidate who we would pay a salary and bonus as well as a possibility of inheriting some significant customers.  Immediately upon introduction I noticed obvious grease stains on the candidates pants as well as frayed collar on his shirt.  It frankly looked bad.

The interview was better than average, and there were many solid points that the prospective sales representative offered up that made me think that I might be able to endorse the sales manager’s selection.  That is, if issues regarding appearance were not so lightly regarded by this candidate.

If the candidate was that neglectful when putting his best foot forward in an effort to get the job, how was he going to look when visiting one of our customers?  Although I probably don’t need to say it, he did not get the job.

Think About It

A testament to this will be when you exit an important customer’s office into the waiting room to say your farewells and see your competitors in some bad “Christmas” sweaters and deck shoes waiting to see your customer.  Even the janitor will be able to tell you who looks more professional.

Always look your best!  Be impeccable, it’s your image.

We would love your comments.

One of our subscribers to Black Sales Journal, a high-performing sales executive wrote a personal note to me suggesting that I cover this topic; I think you will appreciate it.

We discussed in two posts in January the act of developing deep, meaningful, and enduring customer relationships.  That was posted in Black Sales Journal – 1/13, Deepening Your Customer Relationships and 1/20, Deepening Your Customer Relationships Part 2.  Your accounts are constantly going to be a target for other sales professionals who believe that they can steal your prized customer relationships.

Know the Opportunities

There are moves you can make in recognition of your customer relationships.  One method is to acknowledge notable milestones in the business relationship with a personal note or card.  Below are a few examples of situations where this would be useful.

• A successful sale
• An unsuccessful sale
• Anniversary of the initial sale (continuous)
• The additional sale of new products with the account
• The successful satisfaction of a problem
• The termination of a business relationship
• The changing of your buyer
• Your involvement with a new account (reassigned to you)

I want to make sure you recognize the impact of this small gesture.  All of the above milestones happen in the course of the business relationship.  Business relationships have a continuity that, at some point, begins to be routine.  As a Black sales professional you need to stand out from the routine business relationships, and demonstrate the personal touch.  This will help accomplish that, and they will remember it.

A Personal Example

I once had a client who was a large water treatment provider for medical institutions, educational institutions and large manufacturers.  When I attempted to secure the business on my first go round, I was unsuccessful, even though I thought we would pull it off. References with my current customers had been checked, payment arrangements discussed and next steps made clear.

After being informed that were not successful I sent a card expressing my appreciation for the opportunity as well as my new found position as the “expert” on their operations and how that will benefit our relationship in the future.  The card was warmly worded, personal, and although there may have been a hint of disappointment, a positive message.

The following year, I was surprised to find that my buyer their was now the General Manager, and I was soliciting a new buyer.  When I contacted the customer my call was immediately returned.  The new buyer indicated that she had my appreciation card, and my business card in hand and I was going to be one of two vendors allowed to participate in the quote process.  She advised that the GM had indicated that it was his expectation that I be allowed this opportunity.

I got the order for the whole account that year, even without the low price.  Now, my appreciation card probably was not the whole reason, yet it was a good part of it.

There were a large number of sales professionals vying for their business, but in light of not being successful in securing the business on the first go round, my appreciation card help me to remain memorable.  The card left a positive lasting impression after they had to break the news to me that the business was staying with the current provider.

A Couple of Tips

I suggest you make this a personal card, and draft a short note in it.  You should add your business card if you feel it is necessary.  I always felt the more personal the better.  I did not send cards with my company’s business logo and name on it for this purpose, this was about me.

I found the best and most striking cards from Crane & Co.  The cards I use are the Engraved Gold Initial Ecru Boxed Cards in a set of 20  ($19.00 for 20 cards and envelopes).  They are hand engraved and made of cotton paper.  They stand out!  I get them from Barnes & Noble although you can get them a few other places, possibly  your local stationary store.  You can get a glimpse of them as well as purchase by clicking the Barnes and Noble ad on the left side of this page.  In the search box type “Crane & Company” to get there quickly.  There are less expensive alternatives from other companies on the site as well.

As a Black Sales professional you strive to create a positive lasting impression.  Remember, you have more near hits than hits in this business.  When you are unsuccessful at a proposal, leave the buyer recognizing that you are a solid professional and worthy of their recognition.  They will return your calls when you reach out the next time.  Believe it!

We are anxious to hear your comments.