Eat to please yourself, but dress to please others.

—Benjamin Franklin, statesman and inventor

Looking sharp with the best—John DeLorean, VP and GM of Chevrolet.

In the previous chapter, I made several comments about your appearance and the influence it could have on the impression you make with others. The main emphasis was on cultivating good habits and behavior by paying attention to my list of DON’Ts. In this chapter, I’m going to focus on the most noticeable aspects of your appearance—how you dress and how well groomed you are. Nothing will make you feel better and more confident about yourself than knowing that you look sharp and are ready to take on the world. Give your image a boost by dressing with style and class. This doesn’t mean being flashy. It means dressing with good taste.

Dress for Success

Unfortunately, over the years many retail businesses (auto and furniture, in particular) have been tagged with bad reputations for how their salespeople dress, especially the men. They’ve often been pictured as dressing with “loud” colored jackets and slacks with print patterns that could give you an instant migraine. When you add cheap glittering jewelry to the picture, you’ve got what amounts to a greeter at a disco bar right out of the ’70s. And then when they start fast-talking the customer, the picture is complete. Yes, it’s true we had some of those back then but, to be fair, so did every other business and industry at that time. We had one guy, Larry, who always wore white shoes, paisley print slacks, and psychedelic-patterned ties. He thought he was making a really “cool” impression on his prospects. I thought he might be auditioning for John Travolta’s role in Saturday Night Fever.

While you might be able to spot one of these flashy dudes a mile away, you couldn’t find a decent paycheck in any of their pockets if you had them frisked at a police station. These were not the success stories. Whether you’re a guy or a gal, this is not who you want to be.

So who should you be? How should you look? Right behind the front door of my home is a mirror with a sign above it that says, “Would I buy me today?” This is the last thing I see before I leave for work. I see my hair. I see my clothes. I notice if I’m well groomed or not. I see the complete picture of what prospects are going to see when they come in to see me. That’s where it all begins for me.

William Shakespeare probably said it best years ago: “All the world’s a stage, and all the men and women merely players. They have their exits and their entrances, and one man in his time plays many parts.” Before you leave your home for work, look in the mirror and ask yourself, “Am I dressed right for the part I’m going to play today? What kind of a package am I about to present?” Specifically, “Do I have eye appeal and buy appeal?” If you see something that isn’t quite right, don’t leave. Maybe the tie is wrong or the pantyhose just isn’t the right shade. FIX IT! You’re not ready to go yet!

If you don’t correct your appearance before you get to work, especially if you’re in sales, be prepared to get a lot of what I used to call “be back” talk from potential customers. “Well, Joe, I’ll be back” or “I’ll get back to you. I need to talk this over with my wife (or husband).” The real message here is that they saw or heard something they didn’t like. Quite often they just didn’t like the “package” on the other side of the desk—YOU. What’s frustrating is that this is something you CAN do something about. Get in touch with your customers. Know who they are. Learn to fit in with them. Be who they want you to be.

Many of my customers were blue-collar workers. So I was careful not to overdress and make them feel uncomfortable or, worse yet, envious. If that’s your buyer, keep the alligator shoes and silk suits in the closet. If anything, dress down slightly. They might even feel a little sorry for you, and that can’t hurt. When I say dress down a little, I’m not telling you to wear socks or shoes with holes. I am telling you to not look like you’ve got the most expensive designer casual wear money can buy. You might as well be in a tux or evening gown if you’re going to do that. Be smart about your dress. Remember, you’re there to make them feel comfortable so you can close the deal.

We’ve all heard this term used many times before: dress for success. It was the title of a book written by John Molloy and published back in 1975. The book examined the effect of clothing on a person’s success in both business and personal life. He provided many great insights that remain true today. Two years later, he launched a second book, The Women’s Dress for Success Book. Both books popularized the idea of “power dressing.” And that’s what your appearance really means—putting the power of how you look and come across to others in your hands. You’re in control. The image you present to others must always reflect the positive qualities of the person you want others to come to know as WHO YOU ARE. Don’t let your appearance get in the way of your success. Separate yourself from the crowd and dress the part. I was always drawn to the best groomed and most tastefully dressed person whenever I shopped in a retail environment. I just felt really good when the person who walked over to me had a nice suit (and smile) on to greet me. They appeared confident and successful, and that’s who I wanted taking care of me. In contrast, a scruffy looking person with scuffed up shoes sent all the wrong signals to me. I started “filling in the blanks” about them immediately. They appeared unaware, uniformed, and uncaring. That’s not who I wanted to do business with. Understand, this is not about being judgmental or not giving someone a chance. It’s about making decisions based on what you see that could impact your business dealings positively or negatively. It’s all about business. The shabby look loses.

If you wanted to see a confident and smartly dressed business executive at his best, John DeLorean, vice president and general manager of Chevrolet, took first prize every time. He was sharp and smart. His image and presence were tailor-cut with class that drew admiration the minute he walked into a room. He not only looked the part, he was the part. James Bond had nothing on this man.

Groomed for Success

There are other equally important aspects of your appearance that influence both how you look and how you come across to others. And, yes, some of them are personal. If they weren’t important, they wouldn’t be in this book. Some of them may sound like very small or petty suggestions, but remember why you’re doing this—nothing should be allowed to get in the way of influencing the people you meet to do what you want them to do. I call these Girard’s Eight Rules of Body Care and Good Grooming:

1. Shower or bathe daily. You’ll not only look better and feel better, but others will not be turned off by your presence. We once had a sales rep who didn’t seem to be very aware of this until one day someone (thoughtfully) put a private note on his desk anonymously. Things changed for the better from that moment on. It was the only time I was ever in his office. Enough said on that. As I mentioned in the last chapter, if you use a cologne, make sure it’s not overpowering.

2. Take care of your hair. First of all, shampoo regularly. Dandruff is a big turnoff. Make sure your haircut or hairdo is in current fashion too. I don’t mean spiking it or painting it purple, either. How do you know what style to wear? Simple. Unless you’re Lady Gaga, if your hair calls attention to itself and upstages YOU, it’s the wrong look. Observe how successful people in business wear their hair and always keep it well combed and brushed. Resist the temptation to “make a statement” by turning a done deal into a lost sale just because your hair turned a potential customer off. Use your head here and make sure what’s “on top” of it matches the smarts beneath it (for the better, that is).

3. Use makeup sparingly. Ladies, start by applying it carefully to emphasize your best features. “War paint” is out. Your goal is to positively influence someone, not conquer them. The traditional Japanese geisha look is beautiful and elegant—just not on a sales call.

4. Shave as often as necessary. Guys, this one’s for you. Shave twice a day if necessary. “Five o’clock shadows” are no excuse. The appealing unshaven look of an NFL quarterback may work in a beer commercial, but it doesn’t get it in the real world of business. It’s simple enough to keep an electric shaver or small razor at work. Use a good aftershave that’s not overwhelming.

5. Manicure your nails regularly. This one applies to the ladies. A color that complements your hands is best. Extra-long dagger-like nails painted in black or flaming red send all the wrong signals.

6. Keep nails clean and trimmed. If you’re a man, manicuring your nails is a matter of personal preference. However, keeping them trimmed and clean is a must for everyone. Stains from cigarettes or a garage project you worked on at home the night before can be a major distraction, especially when your hands become more visible when seated around a table and documents are being reviewed. Remember—NO DISTRACTIONS.

7. Keep physically trim. I talked about the importance of this in the book’s first chapter, “Make a Healthy Choice.” You want to look your best. If you’re not on an exercise program, then get on one now. Al Roker (of NBC TV and the Weather Channel) has done a remarkable job of controlling his weight over the years with proper exercise and diet. Talk to your doctor and ask how you can safely get those extra pounds off. Believe me, you’ll feel more confident than ever, and, most importantly, it’s great for your health. People will see this as an indication of how you take care of important things (like their business dealings with you).

8. Check your posture. Here’s a quick way to remember what proper posture should be: WINNERS never slouch, whether they’re standing or sitting. Period. You should always stand tall and walk tall with your shoulders back and your belly in. That’s not arrogance—that’s confidence.

If you remember to follow these simple suggestions about your appearance, you’ll always look like someone who cares, is confident, and is successful. That’s the image you want. Now all you need to do is drop that image into a smart outfit and you’re good to go. “But exactly what should I wear?” you ask.

The most important thing to remember about clothing is to first dress appropriately. You don’t wear a tuxedo or evening gown to sell pots and pans to someone. By the same token, you don’t wear jeans, a T-shirt, and sneakers if you’re presenting to a group of board executives at a Fortune 500 company. It’s not about your personal preferences. It’s about using common sense and remembering why you’re there. We talked a lot about this in the previous chapter. Believe it or not, people dress inappropriately quite often.

We’ve all seen people who seem to be totally underdressed or overdressed for an occasion. In some cases, it’s almost ridiculously funny. But the joke is on the person wearing the clothes. I get a kick out of seeing what some of the stars wear to the Oscar and Emmy award TV shows. Sometimes it’s hard to find a guy in a tux. In their world, blue jeans rule if they so choose.

That isn’t how it is in our world, though—the real world—where making a living isn’t filled with glamour. Like it or not, in our world most people will make appearances of success or failure decisive factors in determining a person’s capacity to provide good service. It may seem unfair, but that’s the real world. Get over it and get in step. Sadly, many would-be success stories don’t have a clue as to why they can’t get ahead in this world. In my opinion, all they need to solve their problem is a sober mind and a mirror. The next step would be to FedEx them a copy of this book.

Not everyone looks the same in certain types of clothing. If you’re a man, and depending on your size, height, and shape, a certain cut to a suit doesn’t look as well on one person as it does on another. That’s also true of certain fashions. Most fashions are moving targets that change with the wind. So don’t get too attached to a certain lapel shape or tie because they’ll be out of style before you know it. You’ll be better off picking out something that’s a little less trendy but will stay in style longer. It’s easier on the pocketbook too.

That Million-Dollar Look

The best advice I can give (and this applies to both men and women alike) is to keep these guidelines in mind when deciding what to wear and how to look. Let’s call these Girard’s Eight Rules Concerning Clothing:

1. Buy the best clothing you can afford. Yes, it’s true that quality clothing costs a little more, but it will look better and last longer than a cheap outfit. When you’re looking at different clothes, think of them as investments in your career. Ask yourself, “Will this help my image?” When you decide what’s right for you, make sure it fits you well. Nothing baggy or so tight that buttons are ready to pop off. You know the rule by now—NO DISTRACTIONS.

2. Build a complete wardrobe. You should always be careful to select clothing that’s appropriate for work, for dressing up, and for more casual and leisure activities. If you go about it smartly, you can select good-quality clothes that can often be mixed and matched into other outfits. That’ll help stretch your buck a little further as well as give you a little more variety.

3. Dress for the occasion. This one I commented on just a little earlier in this chapter. Be smart here and use common sense. If you’re not sure what to wear, especially if it’s a more formal occasion, ask. Find out if it’s a “black tie” event before you show up in your corduroy jacket and loafers. If you’re going to a football game, leave the tux at home. For everyday business attire, go with a smart, neutral look that doesn’t overpower the color wheel.

By the way, neutral means smart and classy, not boring. YOU want to overpower the suit, not the other way around. If you’re wearing bright orange, you better be damn good at what you do; otherwise, you won’t stand a chance by blinding your customers.

4. Hang your clothing properly. Even the finest-quality clothing will not help you dress the part if it starts to lose its shape. Treat your investment in good-quality clothing with respect by hanging your clothes neatly on hangers. This goes for suits, sweaters, dresses, slacks, or anything for which maintaining shape is important.

5. Have your clothing cleaned and pressed regularly. Nothing will get in the way of selling yourself any faster than stains, spots, and wrinkles on your clothes. Why broadcast what you had for lunch with a mustard stain on your tie? As a practical matter, keeping your clothes clean and neat will also help them wear better and last longer.

6. Choose accessories that complement, not distract. I mentioned a few things about distractions earlier in this chapter. This is especially true about accessories. For example, a “loud” tie on a man is a distraction. This also applies to oversized belt buckles, shirts with wide stripes, or a suit with, for example, a high-contrasting color plaid pattern. If it’s instantly attention-getting, don’t put it on for work. These are not the things you want the person across from you concentrating on when you’re trying to close a deal or get a point across to them. This is also true for large dangling earrings on a woman. Save them for Saturday night. And ladies, the charm bracelets are, well, not so charming for the office.

Notice how people dress on TV talk shows, especially news and business programs; they’re almost always wearing clothing that lets you focus on them and what they’re saying. They know their message is the most important thing on their agenda, not what they’re wearing. Look smart and sharp. That’s what successful people do, and that’s exactly what you should be doing.

By the way, accessories aren’t just fancy cufflinks, oversized Rolex watches, or earrings and necklaces. Accessories, in my book, are more than just the obvious things that are on the outside—they’re what are inside as well. “What do you mean by that, Joe?” you ask. If you’ve got a nice, neat appearance with shined shoes, why not add something that will shine right through your eyes? Give your look some personality. Show off your positive attitude and unmistakable enthusiasm. And while you’re at it, why not dress your face with a smile? These are the real accessories that give you that “million-dollar” winning look. Now you’re the complete package. That’s what you want your customers or people you do business with to see.

7. Match your shoes to your wardrobe. For men, keep your shoes to basic browns and blacks for work. Don’t fall into the trap of putting on some loud patent leather shoe that looks like you’re going to a Caribbean pool party. Yes, you’ll be noticed, but for all the wrong reasons. Make sure you have separate footwear for business, dress-up, and casual occasions, and for heaven’s sake, don’t get your events confused. Ladies, tastefully matched shoes to wardrobe always make a good impression and tell people you’re one who cares about appearance.

8. Take care of your footwear. If you’ve invested good money in a quality pair of shoes, by all means use shoetrees to help them keep their shape. Watch for scuffmarks and replace worn heels. For everybody, please, please, remember to keep your shoes shined every day, not once a month. It takes only 30 seconds on the way out the door to work. (You heard it from a shoeshine veteran.)

If you pay attention to these eight guidelines for clothing, they’ll go a long way toward helping persuade others that you’re the person they should be doing business with.

Investing in YOU

I know I’ve been harping on a lot of detail. But that’s the critical factor here. The picture of WHO you are is not about any one thing. It’s the sum of all the little things that come together to tell the world who you are. So when I say don’t wear a loud tie or a charm bracelet, what I’m telling you is, “Why drop the ball on an opportunity that was 99 percent there except for that one little thing?” I wasn’t perfect, but I didn’t make those kinds of mistakes. My success was based on a lot of things coming together to make a complete winning package. And that’s what you should be doing. Do everything you can to make yourself the most buyable package from top to bottom—no mistakes in between.

Can all this happen overnight? Can someone transform herself on a Thursday so that on Friday she is a totally different-looking and feeling person? Realistically speaking, probably not, but dressing the part can probably be done a lot faster than most other things that have an impact on your success. In fact, as we’ve just reviewed, a lot of what you may need to do doesn’t involve buying anything. It involves taking a close look in the mirror and making some instant changes.

I know, for me, appearance was always a thing I was very aware of from the time I was a youngster. Maybe it was because we didn’t have much back then that I was so tuned in to what others had and how they looked. As a result, one thing I learned to do many years ago is observe people. I studied their appearance and habits. I could tell by just looking and listening to people if they were the “real thing.” In almost all cases, appearance was a tipoff.

I mentioned John DeLorean of General Motors earlier and what a positive image he carried in part because of his appearance. The other side was also true. In my business, flashy clothing (not always, but usually) was a dead giveaway that the person was “all sizzle and no steak.” Once I got to know some of them, it was very clear that they also had inferiority complexes they tried to hide with cheap jewelry. It was the same predictable performance—they talked too much and too loud. They were fakes. To me it was so obvious that I knew their prospects couldn’t help but notice it too. It was as though these guys all took a crash course from the “school of bling” out of desperation to succeed.

As I grew up, I believed there was a distinct connection between success and appearance that created the winning image. That was a big driver for me personally. Although I wasn’t able to afford the best-quality clothing when I first got started, I always looked better the next month than I did the one before. Appearance became a continuous growth process that matched my success pattern. For me, wearing nice-quality clothing wasn’t something I rewarded myself with for doing something well or achieving some goal. I believed a sharp appearance and image were necessary tools to getting into the winner’s circle.

As such, quality clothing and good grooming were investments. Investments in me—Joe Girard. What could be more important than the impression you give someone the moment you meet? If you want to score runs, the first place you have to get to is first base. I must have known a thing or two because I hit a lot of “grand slams” in my career. Listen to what I’m telling you here!

Separating Yourself from the Pack

Dressing the part may seem like something people who want to get ahead in this world would do instinctively. You would think so. But that’s not the case, especially today. When it comes to appearance, we live in a very freethinking and individualistic “anything goes” society. Even though some of you may think I cling to old ideas about appearance, NOTHING COULD BE FURTHER FROM THE TRUTH!

Some workplaces encourage a more “creative” casual atmosphere to promote innovation. A lot of the hi-tech companies like Apple would certainly fit that bill. Their founder and CEO, Steve Jobs, who many regard as a genius, was almost always seen dressed very casually, usually in jeans.

However, when you’re talking about people who represent a company in a sales, marketing, or executive leadership position, people who are making a pitch for new business, you will be hard-pressed to see them dressed in anything other than smart business attire—Apple included.

If you take the time to study today’s successful men and women, you will note, almost without exception, that regardless of whether they’re in the medical field, law, education, retail sales, service, or construction industries, they all look a little bit more businesslike in their appearance. They always stand out, looking well groomed and confident. You always know who’s in charge. For example, the successful manager running a machine shop always looks smarter in casual attire than the guy in coveralls on the line. The doctor will always be more distinctive in her lab coat than the nurse. It’s more than just the stethoscope she has around her neck. It’s mostly about embracing and projecting the image of leadership and looking the part that separates successful people from the pack. Why? They’re winners! That’s why. That’s what I’m trying to pound into your head here.

Separate yourself from the pack. In my business, I always believed I was a one-of-a-kind person. My sales records attest to that. Appearance was a significant part of it. I believe that’s one of the reasons I was so successful. I distanced myself from anything that felt wrong, looked wrong, or that would slow me down. Yes, I was different. I was SUCCESSFUL! And I loved that distinction most of all!

If you can’t break with your “look” or the people you hang with because it’s “who” you are, then fine. It’s never too late to pass this book on to someone else who really wants to get ahead in life. Not everyone is cut from the same cloth. Life will have other things in store for you. If, on the other hand, you’re really looking to make a change to your image for the better, even though you’re not quite sure how to go about it, then your appearance and grooming should be the place to begin. As I said earlier, think of this as an investment—an investment in YOU. You’re the most valuable stock you will ever own, so why sell yourself short when it comes to how you look to others?

I think one of the most disappointing wastes is to know someone who has extraordinary gifts and talent but will never get the opportunity to develop them to their fullest potential or capitalize on them in their lifetime. Why? For some unknown reason, they seem to be completely unaware of how poorly they appear or come across to others they’re trying to persuade. It’s like going to the plate with half a bat in your hand.

A friend of mine in the neighborhood where I live had a son in his early twenties. This kid really had something on the ball. He was a straight-A academic both in high school and college. He could have nailed practically any job he wanted after he graduated. He had one problem, though—his appearance. For someone who came from such a good and well-off family, he had a pretty scruffy appearance. You’d never know he graduated cum laude from one of the top universities in the state. His hair was long, he needed a shave, and his clothes looked as though he slept in them. He couldn’t get past the interview stage anywhere he applied. Even in the face of lots of parental advice, he resented the intrusion into his life of having to “conform” to standards he thought were for a different generation. Somewhere along the way in college, he got involved in a rebellious group of students who preached the virtues of self-expression. He was going to be himself. And he was—jobless. He wasted away at least two years after he graduated doing odd jobs because he refused to see the light. Now he sulks at the world. It is so very sad because we knew this kid was so promising growing up.

As the great Renaissance inventor and artist Leonardo da Vinci used to say, “Wretched mortals. Open your eyes!” Look in the mirror.

Could you appeal to MOST PEOPLE, or just to a handful of weirdos you know who couldn’t put a single loaf of bread on your kitchen table? Is that your target audience? GET SMART!

The perfect situation will occur when you make a complete transformation. That is, when you make a positive change to your appearance that coincides with a similar change in how you feel about things in life. I am living proof of that transformation. If you’re only prepared to make a change to your outward appearance where you work for practical reasons because it has an impact on your career and how much you may earn, then at the very least do that part. You’re there to be what others need you to be. You can live your double life on weekends on your own time. Who knows? One day you might see the light and make a complete transformation into a complete person with the positive outlook on life that is to be respected at work, admired by friends, and, most importantly, loved and looked up to by family.

Dressing the Part Gets You on the Fast Track FAST

Becoming successful is undoubtedly a challenge no matter what field you’re in. Whether you sell, service, or counsel people, your success will be dependent on many things coming together. This book—My 13 Essential Rules of Selling—embraces this idea to the fullest by bringing together all the critical areas you need to focus on to help you reach your potential and create the complete winning package for success in business as well as in life. It’s all here in one volume—this book. I want to remind you that the threat of failure is always present to take you off the path to success and down the alley where the losers live. And there will most certainly be times when you will be tempted to give up and settle for an ordinary kind of life. But failure is never final. Giving up is. That’s an outcome YOU determine.

I know some of you believe that everything that happens in life is a matter of luck—some have it and some don’t. I’m not going to debate that with you. I will tell you this, though. The smarter you are, the luckier you become. You can take that to the bank. Be smart. Give your confidence level a boost. Dressing the part is the quickest path to getting your image back on track on the path to success. Pay attention to all the small details of how you look to the rest of the world. Look in the mirror and see what others see. Are you satisfied with what they will see? That is your appearance. To them, your appearance is your image. And your image is who you are to them. That’s the only YOU there is to them. There is no other. Make sure they see YOU. Dress the part.