The Good, The Bad, The Sloppy: It’s All Noticed
The Good, The Bad, The Sloppy: It’s All Noticed
Let’s just say it. Appearance matters.
Assumptions, biases and first impressions have more influence on our lives than they probably should, but here’s the truth. When it comes to winning over clients, the first four seconds of a meeting are more crucial than the four years you spent getting your degree. Is it fair? Probably not. Is it a fact of human psychology? Yes.
Whether you work for yourself or represent a larger company, you are an extension of your brand. You’ve probably adopted guidelines for how your logo can appear in the world. Why wouldn’t you hold yourself—the human being responsible for bringing that business to life—to a similar set of standards?
Like your brand, your image should be consistent, visually in-line with your key message, product or service, and reflect a high level of care. If the image you project mirrors what your ideal client aspires to be, even better.
It All Starts with You: Why Image Leadership Matters
How You Treat Yourself = How You’ll Treat Your Customer
You are the first person potential clients look to when they’re trying to assess whether you’ll be thoughtful, attentive and reliable to work with.
If you couldn’t be bothered to iron your clothes, can I trust you to pay attention to detail on my project?
If you arrived flustered and a few minutes late, can I trust you to deliver your work on time?
If you’re soft-spoken and have trouble making eye contact, can I trust that you’re really an expert?
If you’re nervous, should I be nervous?
Whether you’re an interior designer or an attorney, making prospective customers feel like they’re in capable hands is half the battle of securing new clients. So be prepared. Arrive early. Make sure your clothes are clean, neat and pressed. Practice active listening. Smile. You’ve got this.
Consistency = Trust
It’s a common misconception that projecting a successful image means toning down your personal style. Not at all.
I’m not saying you should replace your existing wardrobe with designer labels and custom suits. In fact, doing so could even be detrimental if it contradicts your brand. If you run a yoga studio that sells mindfulness and relaxation, for example, a constricting, corporate ensemble is probably the last thing you should be reaching for in the morning.
Mark Zuckerburg is one of the most successful businessmen of our time, and his professional uniform consists of jeans and a hoodie. Uniform. Did you catch that? Once you find a look that reflects your personal style and embodies your brand, embrace it—consistently.
A fashion routine isn’t dull. It’s dependable. A consistent external image does the same thing for your brand as a collection of positive testimonials all citing the same advantages of working with you: they build trust. As a client, I’m only prepared to embark on a relationship with you if I’m confident that what I see now—in our first meeting, your online presence, etc.—is what I can expect to see later. Giving your clients this sense of security is so important, and I can’t emphasize it enough.
The Next Time You Show Up, Step Up
No matter what industry you’re in, image leadership is one of the most effective ways to stand out from the sea of other professionals who share your skill set. Here are a few things you can put into practice before your next big meeting:
Pick out your outfit and put together a portfolio with your notes, work samples and other relevant materials the night before. Make sure your clothes are clean and ironed. Whatever stress you can eliminate from the day of your meeting, do it!
Set an intention for the day ahead. I’m going to nail this presentation. I’m going to kill this pitch. I got this. It’s amazing how much visualizing your success can affect the external energy you project.
Don’t rush. If you’ve been doing everything in your power to shave minutes off of your Google Maps travel time estimate, it will show. You want to look cool, calm and collected. If that means leaving 15 minutes before you “need to,” just do it. Arrive early. Collect yourself. Review your notes one last time in the car. You don’t need to be rifling through papers and touching up your lipstick in your client’s lobby.
This might sound obvious, but don’t wait until your meeting for coffee and breakfast. You don’t need to worry about spilling coffee on yourself or how to politely eat a bagel while engaging with your customer. Remove as many distractions as you can.
Show your client the level of care that they can expect from you by projecting the absolute best version of yourself. You’re the expert, so look the part. Remember: your client will feel the most comfortable when you display the most confidence.
Good luck!