Business Basics: Formal Attire is on Its Way Back

Twenty-five years ago, I was married to a dairy farmer living 50 miles from the nearest city. I could milk cows, tell you when the crops were ripe, drive a tractor and deliver a baby calf. Image and dress for success didn't matter. I was just happy having clean coveralls.

My other job in those days was as an instructor in the small business development programs at the local college. I taught classes four evenings a week and it was a 100-mile round trip daily. It did not take long to discover that it took more than substance and knowledge in my fields of expertise to be perceived as a credible professional.

Image mattered. I had to dress up and present myself at my personal and professional best.

Fast forward to 2006. There was a big learning curve along the way, and now I am recognized world-wide for my expertise as an executive coach and professional speaker on impression management, etiquette and ambassador skills.

And here is what I learned along the way: image counts.

WHAT YOUR IMAGE SAYS ABOUT YOU

There are a lot of smart people languishing in the lower echelons of companies, and one of the main reasons may be their lack of understanding the importance of image, personal presentation and effective communication skills.

Companies place a premium on dress, manners, effective body language and the subtle rules of knowing precisely what to say and do in any given situation. Clothing covers approximately 90 percent of the body in most business situations, so it is inevitable that what you wear makes a statement.

As companies scramble to break into new markets and win contracts, image has become the key that opens the door. The demand for skills that enable people to perform appropriately in business and social circles has skyrocketed.

IMAGE INCLUDES MANY THINGS

Key players in the business arena are masters of communication. The truly successful are aware that everything about their personal presentation must be coordinated and polished to project a message of congruency. This means clothing, car and accessories.

Professional posturing and positioning is taking place at all levels within companies. People need to be aware that they are an ambassador for themselves and their company.

Companies spend millions of dollars packaging their products. Packaging can make the difference between success and failure. Each package must say something special about the contents and each product must be packaged appropriately for the target market.

This same concept applies to you. Each and every day, you have the opportunity to showcase yourself, your products and your knowledge. Think of it as a product launch.

You may have more talent and ability than anyone else in your industry, but unless you have packaged yourself effectively, you may be limiting your success potential. Successful people generally look successful. They wear clothing that looks attractive on them. They are well groomed, speak well and exude confidence.

People form a negative impression much more rapidly than they form a positive impression.

We all have an image, whether we design it consciously or not. How we look and feel about ourselves is heavily influenced by our childhood experiences and our self-image as an adult.

Clothing and appearance are among the most important criteria we use to judge people. Clothing in a business environment covers 90 percent of the body, so it is inevitable that it makes a very powerful statement.

Successful people generally look successful. If you feel confident about your clothes, hairstyle and personal presentation, you will send out a positive and confident message.

Clothing and presence is a silent and powerful language, a visual shorthand. Is your personal presentation a true reflection of you at your best? Your personal image is your calling card to success.

THE 'RULE OF 12'

Each and every encounter gives you another opportunity to "wow" your customers, associates and friends. The first 12 words out of your mouth, the first 12 steps you take into a room and the first 12 inches of your body are your chances to make a good first impression.