The chains of habit are too weak to be felt until they
are too strong to be broken.

—Samuel Johnson, author, poet, and literary critic

I never let my appearance or habits get in the way of selling someone a car.

How you communicate and the impression you give others weigh heavily on how you are received and understood. The habits you cultivate are especially important and critical to success in your business dealings. And they are noticed.

It all begins with the first impression you give. The first time someone sees you, before you’ve even said a single word, they already know something about you—your appearance. They see how you look to them, how you carry yourself. The first communication has already taken place.

If that first general impression is that you look good, then you’ve made it past the initial stage of contact to the next level—actually talking. If you don’t look good to the other person, then you’re stopped dead in your tracks. There is usually no next step. You’re all done with this person. You’ve been dismissed before you’ve even introduced yourself. You might as well go on to your next appointment now because you’re wasting your time chasing this one. The appointment is over before it even begins. As far as that person is concerned, your looks killed the deal or opportunity.

Looks That Could Kill

Just so you know, when I talk about looks, I’m not talking about clothes (that’s the next chapter), whether you’re handsome or cute, tall or thin, or what color you are. I’m talking only about what statement your appearance makes to another person. When I chose “Looks That Could Kill” for the title of this section, I was referring specifically to looks or impressions that could “kill” a deal or an important moment or opportunity before a single word is uttered.

Do you look smug or overbearing?

Do you seem to have a chip on your shoulder?

Do you look down on your luck or depressed?

Or do you look confident, welcoming, and caring?

In other words, do you look like a winner or a loser? That’s what I’m talking about when I refer to how you look.

I think most people with common sense can appreciate that saying something out of place can create a negative atmosphere. However, they don’t always think this applies to their appearance. Many feel it’s their right to look however they please and that other people just have to deal with it—that’s who they are, and they have a right to look and behave any way they want. And that’s certainly true. Is that what you say? Does that description fit you?

But your image might be hurting you. It might be a tattoo. Ladies, maybe it’s extra heavy makeup or painting your hair a strange color. Guys, it might be an earring or two or a much needed haircut. Perhaps it’s just smoking on the job outside where others can see you (that’s a nice welcoming odor to greet a customer with). Worse yet, maybe it’s alcohol on your breath from a long lunch break at the local tavern.

I realize that in this day and age, individuality is very important, especially to our younger generations. You may not like what I have to say, but understand that any comments I make on appearance or habits are made only to indicate how they impact the opportunity to close a deal or make a positive impression on someone. They don’t necessarily represent how I personally feel about any of this. That’s my business and not the subject of this book. Do you understand the difference? I’m talking about IMPACT, how your looks and habits impact the people you come in contact with.

What Statement Does Your Image Make?

I want to be very clear on this. I wrote this book to help you become successful, not to champion any cause for change or personal freedom.

So here’s Joe Girard’s take on all this: unless you have a job in a hippie community, to most rational-minded people in today’s business world, if you look like a bum, you are a bum. Why? Because the vast majority of people won’t take the time to find out that you’re really an intelligent, nice, hard-working person after all. Instead, they pass instant judgment on you based on what they see. If you look shabby, you are shabby. Period. Like it or not, that’s how it is. We live in a judgmental world and the bottom line is, YOU LOSE.

Even in the face of this logic, there are people who still won’t change or conform to any moderation in their appearance. They just refuse to clean up their act. If you belong to that group, and interacting with people is key to success in your profession, I have one thing to say to you. HEY PAL, why did you come to work today? Why are you there? To make a living. Right? In other words, M-O-N-E-Y. If your appearance or bad habits are getting in the way of your success, you need to make a change—either into some new clothes or to a new job. This is not rocket science. Let me put it to you simply—YOU need them. THEY don’t need you. SHARPEN UP YOUR IMAGE!

Wear your politics or social reform views somewhere else. If you’ve got a political statement to make, then go to a rally on your own time. When you come to work, you have to decide whether you’re there to change the world or to satisfy a single individual’s needs. If you’re on a crusade for individuality, then you probably need to head off in a different direction. You’re wasting your time and everyone else’s by parading yourself in a place where you’re taking up valuable space someone else could be using to make a living.

In my world of automotive retail selling, I always believed that the time in the showroom belonged to the customer, not me. It’s not about me. It’s always about them because they can walk out any time they want without leaving a nickel behind! When I was selling, I knew I was there for one reason—to create a professional and welcoming atmosphere that would make my prospects feel comfortable so they would enjoy the experience of doing business with me. That’s how I made a living. Listen to me now. I MUST HAVE KNOWN SOMETHING BECAUSE I WAS THE VERY BEST AT DOING WHAT I DID. I always eliminated or minimized anything that got in the way of closing a sale. That meant any distractions—anything that could take them off the track of buying from me. I wanted to be in control at all times. The last thing I wanted to have happen was to lose a sale because I looked too flashy or wasn’t considerate. I never let my appearance, my behavior, or my habits get in the way of selling someone a car or truck. If I lost a sale, I wanted it to be because I just couldn’t beat their price (which was almost never) or I didn’t have what they wanted (also very rare)—not because I looked bad. How stupid can you get?

As far as my personal, political, or religious views go, those are my beliefs. It’s none of anyone’s business what I think or how I feel about those things. Those are personal matters that don’t belong in the workplace—ever. Besides, if you bring those things up, the chances that your prospect is going to believe and see things exactly the way you do are slim to none. That gap can easily be enough to tip the scales away from closing a deal. Now how smart are you? You’d have to be pretty naive not to understand this.

For example, I had one customer who I knew was a hunter because I noticed a bumper sticker on the car he was trading in. But I was careful not to get into controversial discussions about hunting, regardless of my personal views. So one day, when he came in to look at a new model truck and bragged about a 12-point buck he had just snagged, I simply congratulated him with a smile and a handshake. Why? This was important to him. I sensed an appreciative feeling from him that I noticed and cared about the things that were special to him. He warmed up to me and before long was signing the purchase order to buy. Repeat after me: IT’S ALL ABOUT THE CUSTOMER. I needed him more than he needed me. I was always on guard and careful about not making dumb mistakes like saying the wrong thing to someone whose views differed from mine.

Don’t make the clumsy mistake of turning your customer off before you even begin. YOU’RE THERE TO MAKE MONEY AND INFLUENCE THE OUTCOME OF YOUR CONTACT WITH OTHERS. You should come across as the sharpest, best groomed, most positive, most neutral person they ever met. If you’re not prepared to make these changes, then find another line of work. Interacting with all types of people is not your calling. Trust me—you will fail.

This chapter is a very important one in your preparation for success because it focuses on the very specifics of what NOT to do, especially when it comes to your habits and behavior with a customer or contact. By the way, this chapter also applies to the home front too. As a role model for good habits and appearance, think of how your family sees YOU, especially your kids. What statement are you making? What are you teaching them?

Understanding and recognizing the pitfalls of what NOT to do will go a long way toward helping you avoid making the kind of mistakes that can knock you out of the box before you even get a chance to bat. Let me lead you through a critical list of things that can kill your day (and possibly your career) if you do them. I call them Girard’s List of NO-NO’s.

The smart way to look at this list of NO-NO’s is to embrace these three points:

1. Don’t try to figure out which on the list are worse than others so you can see which ones you can get away with doing.

2. It’s the CUMULATIVE IMPACT of doing any of them, even just two or three, that’s the problem.

3. You don’t know what could turn off a customer. You don’t know their hot buttons. WHY TAKE A CHANCE ON BLOWING THE SALE?

If you pay attention to these three suggestions, you’ll stand a much better chance of making a positive impression on others and getting ahead in your profession. Here it is then, Girard’s List of NO-NO’s.

What Not to Do

1. Don’t Smoke or Chew Tobacco

First of all, they’re bad for your health. It’s a complete turnoff in an age where very few people engage in either of these habits anymore. It’s also an indication of your bad judgment, lack of common sense, weak willpower, discourteousness, and thoughtlessness to others. All the wrong signals and red flags go up here. IN THIS DAY AND AGE, many people won’t even step into a salesperson’s office if they smell cigarette smoke, let alone buy anything. They’re concerned about passive or “secondhand” smoke being cancerous. They may have allergies that would kick in immediately. Or maybe they just don’t want the odor finding a new home in their clothing. In fact, in most states now, office buildings and public places are declared “smoke-free” environments. Chewing tobacco may seem harmless in comparison to smoking, but serious cancer health risks exist there too, and the same stigma will follow you. Sharpen up—this isn’t the 1970s!

Let me run the math on these filthy habits for you. Let’s assume that 80 percent of the potential customers or people you come in contact with don’t smoke or chew tobacco. By doing either of these in front of them (or smelling like you do), you’ve basically turned off about 80 percent of all the prospects and people you come in contact with. All that hard work of planning, putting together lists, making contacts, setting up appointments—down the toilet. How smart is that? Now you’re stuck with the remaining 20 percent to fight over with the rest of the competition. You’re a loser. If you’re having trouble quitting, then GET HELP! It’s out there. There are many places you can go to help you clean up. Your health is more important than anything else. DO IT!

2. Don’t Chew Gum

Although many people think it’s not as bad as smoking or chewing tobacco, chewing gum can also be very distracting. Suddenly your customer or contact is focused on your mouth instead of your eyes and your brain. It can even be noisy. It’s as though you’re in your own world and they’re not part of it. That’s not the signal you want to send. Maybe you chew gum because it helps freshen your breath. Forget it. Take a breath mint instead. It smells better, it’s better for you, and it’s not distracting at all. If you think this all sounds trivial, I’ve got news for you. These are the little things that kill deals.

Until you become a little bit paranoid about losing a deal or making a bad impression because of the small things that you think go unnoticed, you’re likely to go through life scratching your head, never quite knowing why you failed to achieve your goals or become successful. For all your hard work, how would you like a stick of gum to have been the reason for your failure in life? It’s almost laughable. But you and I both know how painful that realization would be if it were true. C’mon—not for a piece of chewing gum!

3. Don’t Use Heavy Cologne

This one can turn an atmosphere sour as fast as anything. And ladies, it’s not just you I’m talking about here. Some of you guys smell like you’re “working the streets” for a brothel. This is not the distraction you want a customer or person to be greeted with the moment they see you. All sorts of red flags go up here—you’re inconsiderate, you smell cheap, you’re focused only on yourself, you have low-class taste and, worst of all, you’ve just given your prospect a migraine headache. Some prospects might even have a touch of asthma like I have. And that’s no laughing matter. Congratulations—you couldn’t have scripted a more complete disaster for yourself if you tried.

Understand that Joe Girard never leaves the room before closing a deal with a customer. But it has happened. I am a very fit kind of guy, but I do have a little bit of asthma. I remember having to excuse myself from my office (they’re not that big in a dealership) because a lady I was selling a car to had on such strong perfume that I just had to get some fresh air. I didn’t want to offend her, but I just had to get out of the room. I returned in a few minutes to complete the deal. It didn’t come soon enough.

If you want to put on fancy colognes and perfumes, then do it on your own time. Save it for your date AFTER WORK, not DURING. Use common sense. This one is so obvious, it boggles my mind that anyone, especially someone in sales, would do this. I mean, how ignorant can you get? Even though the offensive odor that comes from heavy colognes is literally right “under your nose,” you can’t even begin to smell it. Pay attention to what’s going on around you and what others see and sense about you!

4. Don’t Use Profanity

This one really takes the cake. If you want to find out something about a person’s character or their upbringing, just listen to the language they use in a normal conversation. From a person who grew up on the streets of Detroit, believe me, I’ve heard it all. And it ain’t very pretty. Perhaps that’s why I’m so tuned in to the impression the language you use can make on another person.

If you use profanity in your discussions with a customer or another person you’ve just met, they instantly learn several things about you. First of all, you’re telling them that you’re a low life with no class and were brought up without any regard for what others may think of you. Second, you’re telling the person you’re talking to that, regardless of how uncomfortable they may feel listening to your filthy mouth, you will require them to stoop down to your level in this conversation. Third, you are communicating the fact that they too must be a low life like you since you have chosen that level of language for your conversation. And last of all, you’re broadcasting the fact that you’re really too stupid to see that this path might cost you a sale or a positive next step with that person.

I never saw it happen in the dealership with a customer because (1) that wasn’t my approach, and (2) I didn’t eavesdrop on what other salesmen were saying to their customers. However, I do recall having it happen to me when I was buying furniture some years back. The salesman was trying to explain the difference in quality between two credenzas my wife and I were looking at. He used some unnecessary expletives (let’s just say) to downplay the lower-priced piece. Not only were his comments unnecessary, they took me quite by surprise since this was an upscale place. I was very offended, especially in the presence of my wife, and I immediately asked for an apology, which he gave. Needless to say, he was embarrassed, but I think he learned a valuable lesson—presenting a bad image can cost you a sale. Which, in his case, it did.

I won’t even get into the morality of profanity since that is a very personal matter. Clearly, though, your decision to choose profanity as a main way to communicate would indicate you have little regard for anything really sacred in life. And that is probably more telling than anything else. Is this the person you want to do business with? Is that you? Clean up your act and your mouth!

5. Don’t Tell Dirty Jokes

Dirty jokes are almost in the same league as profanity as far as I’m concerned. They tell a lot about a person and what they think of others. They’re an indication that you like to travel low with the scum and slime of the earth—the losers. Nice company, eh? I remember that dirty jokes were the main attraction of the “dope ring” at the dealership where I worked. Those guys spent more time exchanging dirty jokes than chasing leads. Anyone who has time for this has no time for success. It’s a great way to dull the active cells in your brain with dirt. What customer would want to be around that? I do remember hearing about a customer who complained to the management that she went to get a drink of water from the fountain (which was near the coffee pot the “dope ring” used) when she heard a bunch of salesmen chuckling after one of them delivered a sexist punch line to a joke.

I certainly had no time for that (or them). They were losers and it showed. If you hang with that kind of crowd, sooner or later you become those jokes. The dirt begins to shape who you are. Eventually, you can’t even hide who the “real” you is from your own family. Your children will be so proud of you when they discover who YOU REALLY ARE. Grow up!

6. Don’t Have Alcohol Breath

You’ve got a real problem if this is you. You may not be an alcoholic (yet), but no one else who can smell you coming back to your office after an extra long lunch knows that. At the very least, you have a serious image problem. Just to make sure I cover the bases: it’s bad for your health; you can be a safety hazard to others as well as yourself if you’re driving; you cast a dark shadow on your value system and just who’s in control of your life; and you send a negative impression of a failed life to all who come in contact with you, including prospects, work associates, family, and friends (soon to be former friends). Yours will soon be a solitary life. But you will always have one friend you can count on—the bottle. And that, my friend, is the devil. For all practical purposes, YOU’RE DEAD. Get help while you still can!

This was a real problem for a couple of guys I knew in our sales department. They both had drinking problems that eventually impacted their performance. They would take longer lunch hours and come back looking visibly tired. Then they would stay out late after work hitting the hot spots before finally making their way home. Then, of course, they had to sleep it off, and that meant coming into work late the next day. Since their sales were poor, they were both given an ultimatum—clean up or get out. To his credit, one of them did clean up. It was a struggle, but he did manage to turn things around. The other one was fired within two weeks, never to be heard from again.

By the way, this same advice about alcohol applies to what some people call “recreational” drugs. First of all, don’t let anyone kid you: there’s no such thing as a recreational drug. There are only DRUGS. The only thing you’re “re-creating” is yourself. You’ve become a monster. It WILL kill you eventually. If it’s not prescribed by a doctor, it shouldn’t be in your body. PERIOD.

7. Don’t Wear Earrings, Men

This may be the touchiest one of all. I know earrings are becoming trendy for both sexes today. We see male athletes and movie stars sporting them all the time. Some of these rings are starting to appear in more places than just ears now (lips, noses, and even tongues). Still, very few people actually like them. Your decision here is really very simple. DO THE MATH. Most men don’t wear them at all (less than 10 percent, depending on what survey you look at). This means most men you come in contact with won’t be wearing them either. Many find them in poor taste. So whatever you think, why risk turning off a potential contact or sale because you feel you must “express” yourself and who you are to the world? The reality is that most men who do wear earrings don’t do it because it’s an original idea that fits their personality. They do it because other guys they know are doing it, and they’d rather “fit in” with the crowd than “stand out.” Not what I call smart thinking.

Me? I wanted to stand out. I wanted to distance myself so far from that type of person I couldn’t run fast enough to get away from them. I wanted to have my own personal image, my own approach to life, my own success story, and my own set of values. I didn’t want to have some cheap “what’s hot now” image nailed to my face for everyone to look at and say, “Hey, there goes Joe Girard. He looks and acts just like everyone else.” How special is that? Be who YOU want to be, not who others want you to be. Believe me when I tell you this. Losers will never want you to be anything more than what they will ever be. They will go out of their way to hold you down forever with them. That’s why they’re losers.

If you’re already wearing an earring or are considering one (or two), the next time you see an earring on any part of a man’s face, I want you to do something. Picture that earring around your neck choking the very life out of you until you can hardly breathe. As you fall to your knees with your arms outstretched begging for another gasp of air—another chance in life—get up, pull the ring from around your neck, and promise yourself right on the spot that, if you are ever going to be anyone from that moment on, you will only be who YOU are for the rest of your life. That transformation will be shocking to you. You will have discovered WHO YOU CAN BE—THE REAL YOU.

8. Don’t Leave Cell Phones On

There are all sorts of technologies out there today that were just getting started when I was actively selling. One of them is the cell phone. They’re everywhere. Everybody has one. Some of them stick out of people’s ears as they walk through malls looking like they’re talking to themselves. Others are fancy “text-messaging” devices that seem to preoccupy practically everyone’s lives. I’m all for technology. However, there’s a point when it can get in the way of productivity.

You read that right. Let me explain Joe Girard’s definition of productivity. To me, productivity is not just a measurement of how efficient you are when you work. It’s not about computer technology, communication systems (like cell phones), and the Internet coming to the rescue of a salesperson so that that he or she can get information faster and more efficiently. It’s much simpler than that. Productivity is how much M-O-N-E-Y did I make at the end of the day. If answering a cell phone in front of customers or even having one ring while they’re in my office becomes a distraction or turnoff, I want to throw that thing into a bucket of water. If they get up and leave because I appear to be so in love with all my electronic “stuff,” I’ve just lost a sale. What the hell good are all those techno gadgets now?

Technology, cell phones especially, will never—REPEAT, NEVER—replace the power of the positive interaction that takes place, the bond that is formed, and the goodwill that’s exchanged for life between a good salesperson and a customer. That relationship is better than gold. In fact, it’s priceless. That’s how I became the world’s best, bringing those customers back to me over and over. A cell phone will never do that for you. Don’t even bother calling 9-1-1 with your cell phone because no one’s coming to the rescue at the other end. YOU’VE LOST. When you’re on the job, use the cell phone for what it was intended—emergencies. I realize that some of your jobs are very dependent on actively using cell phones on the job. But for heaven’s sake, don’t use it when you’re with someone, especially someone you’re trying to impress that they’re the most important person at that very moment. That’s just plain rude. And for goodness’s sake, if you do have one clipped to your belt or in your purse, put it on “vibrate” mode so that only you know when it rings instead of playing a ridiculous song that everyone within fifty feet of you can hear. Don’t be a fool. THINK! THINK! THINK!

9. Don’t Be Late

This one can really be a deal buster. The cardinal sin of selling is missing an appointment. To me, missing an appointment doesn’t mean being a few minutes late. Missing an appointment to me always meant not being there ahead of time so I could get myself properly focused on that specific customer’s needs and wants. That’s how seriously I took being on time. I needed a few minutes to review my strategy and approach before they got there. Once my sales really began to take off, I saw that my new customer appointments were really starting to stack up. That’s when I realized I needed help and hired a couple of people to assist me. To not be there when the customer actually arrived was unthinkable to me. I was so motivated to succeed, I never let that happen.

Being on time means never having to apologize. Regardless of whatever else happens, missing an appointment is a little bit like forgetting to cash in a lottery ticket by the expiration date. All that anticipation—the opportunity, the chance to make some money—gone forever. You might think it’s only one sale, but it’s an indication that you’re either not focused or you’re not properly organized. If so, you’re doomed to repeat that mistake again and again. You may not realize it, but you are basically shaping your reputation. And word gets around. This will haunt other opportunities if you don’t wake up and correct this immediately. You need to go back and reread Chapter 3, “Organize Your Life.”

There you have it: Girard’s List of NO-NO’s, nine things you should never do. Avoid these traps like the plague and you’re on the right track to focusing on the things that will help you become successful.

Sharpen Up for Success

During my many years of retail selling, I’ve observed several potentially promising salespeople fall into the bad habit ruts we’ve just reviewed in Girard’s No-No’s. Trust me. They will have a negative influence on your paycheck if you ignore them. Be smart about this.

I want to remind you of what I said earlier that I think bears repeating. I’m not trying to tell you what to think or feel about anything. That’s your business. What I am telling you is that, no matter what line of work you’re in, you’re going to run into all kinds of people who can make a difference in how successful you become. Some of these people you will genuinely like. But quite frankly, you’re not going to like a lot of them. Some of them may even turn you off. You can’t control that. You don’t know who’s coming through the door on any given day. You have to be ready to play the cards that are dealt to you. Be open to everyone. That’s critical to your mindset because they all have one thing in common to you—M-O-N-E-Y.

That’s right. Remember, we’re not picking personal friends here. We’re trying to make a living. WE NEED THEM MORE THAN THEY NEED US. Sharpen up! I’m telling you how to maximize your opportunities in life with people, whether you like them or not, so that you can enjoy the success your hard work deserves. That’s all this chapter is about. Plain and simple. The focus here has intentionally been on what NOT to do when it comes to habits and behavior. In the next chapter, we’ll be focusing more on appearance and what TO DO to make the right impression.