How to Make a Professional Appearance (Part 1)
A little over four years ago, I wrote a column on How to Dress for Success. Little did I realize at the time, it would be one of the most unforgettable columns I have ever written. Each year I am asked to “run it again” by scores of funeral home owners across the country. When I ask them why the answer is almost always the same: “Because the funeral directors on my staff just don’t know how to dress!” How distressing.
I have spoken to more than my fair share of Mortuary College students over the years. Each time I speak to a class that is nearing graduation, I am dumbfounded by the number of students who don’t attempt to hide their tattoos, body piercings or the like. Now don’t misunderstand me. There are a select few students (men and women) who make an extremely nice and professional appearance. Unfortunately many do not. I can’t help but wonder what they decide to wear (and cover up) when they enter the funeral workplace.
It goes without saying that in funeral service, relationships are everything. First impressions, those first ten to fifteen seconds between funeral professional and family, are critical to establishing trust and building a long term relationship.
It’s a cliché but true: You never get a second chance to make a good first impression. First impressions are also lasting impressions. Studies have shown that critical judgments are made about us within the first three and a half minutes after we say “Hello.” The consumers will size up your image, credibility and trust factor. You must obtain their trust and respect from the start. Do you know what kind of first impression you make in work situations? Like it or not, the moment we meet someone we judge them and more importantly, we are being judged. Someone we meet makes profound assumptions about us based on the way we look, and it only takes two to ten seconds to make these profound judgments. They evaluate us on our attractiveness, our social and intellectual status in relation to them, our value to their time and our abilities and skills. Is this fair? Probably not, but its reality.
How do you capitalize on those first few seconds? One of the very best ways is by portraying a positive professional image. Image is the sum total of all the little things you do, say and wear that when put together give people a picture of who you are and what your values are likely to be. People like to do business with people “of like mind” and they will more often than not purchase from those who mirror their characteristics. Perception is reality, so make it count.
There are many elements involved in building a positive image. Because such profound judgments are made on such superficial information, it is important, especially in the corporate world to choose your attire carefully. Looking good is important for your success. Looking good gives you self confidence and when you’re confident, you’re better prepared to handle a variety of situations. Dress does make a difference. When you are dressed professionally, people treat you with respect.
People are very visual and they take in everything before you say a single word. Research clearly shows that over 85 percent of the decisions we make every day are first made with our eyes. Sixty-five percent of what a person recalls is conveyed visually, not orally. Therefore, to present an image that is professional and credible, you must dress accordingly. We quickly scan a person and decide if we want to do business with them or not or even if we will like or trust them. The relationship between business success and personal appearance is well documented. How many of you have ever lost a job or been passed over for a promotion because someone else had “the right look?”
The following are some tips on how men and ladies can make an impressive and lasting first impression through the way they dress. This advice is offered courtesy of ETICON, Inc., Etiquette Consultants for Business, Columbia, SC and Jill Haney, CEO and President of JH Image Consulting, Cincinnati, Ohio.
How you look is a reflection of not only how you feel and act but also how you will serve the consumer. Ask yourself these questions. Do your clothes fit? Do they fit you physically? Do they fit the occasion and setting?
What are the most important articles of clothing a professional man should own? According to Jill Haney, always start with the suit and sport coat, because it is the foundation of any man’s business wardrobe. The well-dressed man understands that his wardrobe, and the messages that the wardrobe send, can be used as a powerful marketing tool.
Without a doubt the first suit every man should buy is navy blue. The navy blue suit is classic, elegant and appropriate for all business situations. The navy suit is the most versatile and a universally flattering color on men. Color can be a strong visual communicator and can make a powerful statement. A classic navy suit conveys trust, reliability, loyalty and dependability.
The second suit every man should own is a gray suit – not just any gray suit, but a mid-gray, also known as banker’s gray, not too light and not too dark. It is important that this suit be mid-weight or light-weight worsted wool instead of a heavy winter flannel. This suit should be worn year round. A gray suit sends the message that the man is professional, conservative and intelligent.
Rounding out the successful wardrobe for any man is the pin stripe suit. The pinstripe can be in a gray or a blue. The pinstripe is the most popular and conservative of patterned suits and is a great way to introduce a pattern into the wardrobe. For the man who would like to be taller and thinner, the vertical stripes are very flattering. Pinstripes are set one-sixth of an inch apart and traditionally come in soft white, blue or burgundy. What about the black suit? The black suit should be worn only in the evening. Resist the urge to purchase a black suit unless you are the company CEO or Chairman of the Board.
Men should allow no more than two patterns in the visual field during sales presentations. This means that if you have a solid suit, you can have a patterned tie and shirt. If you have a patterned suit, you should have either a solid shirt or a solid tie. If both your suit and shirt are patterned or pin-striped, you should wear a solid tie. Think twice before breaking out a brown suit – studies have shown that they inspire distrust.
Suits usually show professionalism without individuality, or individuality without professionalism. To strike a distinguished balance, add individual flair through your accessories, but maintaining a suit that connotes respectability and stability. Men can wear vibrant ties with red, cobalt blue, and burgundy. Regimentally striped ties convey the most powerful image, followed by "neat" ties with small repeating designs. Avoid ties that have a lot of green, yellow or orange; they’re too lively.
Speaking of suits, consider the suit you’re wearing. Is it the same one you’ve worn the past five years? Is it worn out or simply out of style? Invest in yourself by annually purchasing several new suits, in the latest fashion style from a reputable clothier or specialized tailor.
That’s all for this month. Be sure and read part two of my special three part series next month.