The color of clothing, as well as design, communicates a message to the customer. Some colors are showy and convey an air of casualness. In a business setting we want to be taken seriously, so flashy colors should usually be avoided.

Selecting appropriate clothing for sales work can be a challenge. We must carefully consider the clients we serve and decide what may be acceptable to them. Many salespeople are guided by the type of products they sell and the desired image projected by their employers. Deciding what constitutes appropriate attire in today’s business casual world begins with an understanding of what it means to “dress down.” Business casual is clothing that allows you to feel comfortable but looks neat and professional. Pay close attention to the clothing your clients wear.29 If a client is wearing a nice sports coat, a collared long-sleeved shirt, and dress slacks, don’t wear khaki trousers and a short-sleeve polo shirt. In recent years, the casual dress trend has been reversed at many companies, and workplace dress codes have become more formal.30

The quality of our wardrobe also influences the image we project to customers. A salesperson’s wardrobe should be regarded as an investment, with each item carefully selected to look and fit well. Susan Bixler says, “If you want respect, you have to dress as well as or better than your industry standards.”31

Visual presence must have a certain amount of integrity and consistency. The images you project are made up of many factors, and lack of attention to important details can negate your effort to create a good impression. Too much jewelry, a shirt that does not fit well, or unshined shoes can detract from the professional look you want to project. People often are extra alert when meeting someone new, and this heightened consciousness makes every detail count.32

Keep in mind that customer contact often takes place in several settings. The first meeting with a customer may take place in the office, but the second meeting may be on the golf course. And the third meeting may take place at a nice restaurant. The clothing you wear in each of these settings is important.