Professional Appearances and Trust

General appearances are a very strong drivers for establishing trust between the salesperson and the customer. Appearance not only conveys information such as age, sex, height, weight and physical characteristics but is also provides much data on personality. For instance, a hairstyle is one of the first things a buyer notices about a salesperson.

Style hair carefully: Hairstyle traditionally has been important in evaluating personal appearance. Today’s salespeople must consider the type of customer they call on and adjust their hairstyle accordingly.

Though recently decreasing somewhat in popularity, facial hair is worn by some salesmen. Salespeople should carefully consider their grooming and its impact on customers’ perceptions. Some companies ask male salespersons to be clean-shaven and wear conservative haircuts. Their female salespersons are asked to choose a simple, business-like, shoulder-length hairstyle. Other companies leave grooming up to each individual. Your grooming objective is to eliminate communication barriers. Your grooming can convey a favourable first impression. Should your company not have a policy on grooming, examine your customer’s grooming before deciding on your style.

Dress like a professional: Clothes, accessories and shoes are important but do not forget personal grooming, such as skincare and hairstyle. Women and men should visit a hairstylist. Learn to recognise image symbols in business dress and use them to your advantage. Be cautious in becoming too individualistic – the unspoken message in most companies is that freedom in the dress may be a privilege of rank.

The nonverbal messages that salespeople emit through appearance should be positive in all sales situations. Characteristics of the buyer, cultural aspects of a sales territory and the type of product being sold all determine a mode of dress. In considering these aspects, create a business wardrobe that sends positive, nonverbal messages in every sales situation. Once you have determined the appropriate dress and hairstyle, the next nonverbal communication channel to consider is your contact with a prospect through the handshake.

Handshake: Shake hands firmly and look people in the eye. The handshake is said to have evolved from a gesture of peace between warriors. By joining hands, two warriors were unable to bear arms against one another (assuming that a shield – not a weapon – was held in the other hand).

Today, a handshake is the most common way for two people to touch one another in a business situation, and some people feel that it is a revealing gesture. A firm handshake is more intense and is indicative of greater liking and warmer feelings. A prolonged handshake is more intimate than a brief one, and it could cause the customer discomfort, especially in sales call on a new prospect. A loosely clasped, cold or limp handshake is usually interpreted as aloof and unwilling to become involved. This cold fish handshake is also perceived as unaffectionate and unfriendly.

General rules for a successful handshake include extending your hand first – if appropriate. Remember, however, a few people may be uncomfortable shaking hands with a stranger. At times, you may want to allow your customer to initiate the gesture. Maintain eye contact with the customer during the handshake, gripping the hand firmly. These actions allow you to initially establish an atmosphere of honesty and mutual respect – starting the presentation positively.

Click here to view a video that explains tips on appearance and first impressions.