If you're a professional, look like it. "Business casual" is slouching. Sharply pressed khaki's with a white, starched cotton button-down, have become wrinkled cargo pants and a collarless shirt. Why would you dress like that to see customers? Is it Halloween? Are you spending the day hiking with them?
Golf shirts have become standard work wear. If you're wearing one, you ought to be teeing it up. There are legions of middle managers, business owners and other professionals who have no idea what Egyptian broadcloth is, much less how it feels.
Casual dress is casual business. If you don't take yourself seriously, why should anyone else? If you're better dressed, you're better regarded. Make the right impression the first time. A salesman in a crisp shirt, silk tie and polished shoes scores first and probably gets the business. He looks like he deserves it.
Dressing up isn't uncomfortable. Jeans and a casual shirt are comfortable. Fine wool pants and a cotton shirt are heaven. Look good, feel good--God love the modern day textile business.
Clothes do make the man. Wear a suit. Put on a tie. Get a shirt or two with French cuffs. Look every bit the professional you are.
Brian Grinonneau is the general manager of McMann & Tate Advertising a midwest agency that insists its clients tell their story like it has never been told before.
