Posted by Dave Lorenzo - Business Coach

People judge you by the way you look.  It’s unfortunate, but it’s true.

The other day it was 90 degrees and oppressively humid in Miami.  I walked into a meeting with the president of a company and he turned to the gentleman on his right and he said:  “This guy looks like he means business.”  I was wearing a perfectly pressed dark blue pinstripe suit, gold tie and a starched white shirt.

Before I opened my mouth I made a positive impression.

I must admit that in South Florida wearing a suit is not the norm.  In fact, it is far from common. Many people have told me that I look like I don’t fit in when I wear a suit to a meeting down here.   And I know that many advisors will tell you to match the dress and look of your prospective client. If they are business casual, you should be business casual.   I think that advice is hog wash.  Here’s why:

If you are trying to convince a potential client to do business with you, you have to differentiate yourself.  In this case, wearing a suit creates a positive impression that is a differentiator.  You don’t want to “fit in”.  You want to be different – better – than the crowd.  That’s why they pay you more than that pay everyone else.

Image is important.  It always has been it always will be.  Here are three “Rules of Thumb” to use when you are thinking about what to wear to a business meeting:

1. If this is the first time you are meeting someone, wear a suit.  This is all about first impressions.  This rule is especially true if you are going to a group meeting and there may be someone there you have never met before.  Suits convey confidence and power.
2. If you are asking for money, wear a suit.  If you are doing any type of “pitch” a suit will not only help you be taken seriously it will provide you with confidence.  There is also a good chance it will differentiate you from the other people who will be presenting (I am routinely amazed by how many business people don’t wear suits to a presentation or to a meeting with a banker).
3. If you are delivering critical information – good or bad – wear a suit.  Whenever you are delivering information you want to have overwhelming credibility.  Putting on a suit and tie helps you make that impression.  Imagine if the TV news people did the news in shirt sleeves with an open collar – would they be taken seriously?

Remember, you’re in this to make money.  Give yourself every advantage.

People judge you by the way you look – so why not look good?

Filed under: Personal Branding
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1. […] I received a couple of comments from the Suit Yourself  post last week.  These folks did not leave me their e-mail addresses so I could not respond to them personally and I think there are some good points to be made. Here are the comments and my thoughts: […]

   Pingback by Career Intensity by David V. Lorenzo, Business Coach and Advisor — July 31, 2007 @ 08:34

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