How Do Your Shoes Look?

Posted by David Chism | Tue, Jan 11, 2011

 How Do Your Shoes Look?
Mon­day Mar­ket­ing Tip My mar­ket­ing tip today is a no-brain­er for most of us busi­ness own­ers, but it is some­thing that is often over­looked by our sales staff. It is as sim­ple as this: look at your feet! Do your socks and shoes match and go well with your pants and shirt? Are your shoes pol­ished and/​or clean? But don’t stop there. Yes, as the own­er you should set the trend for your staff per­son­al­ly, but you should also see that your sales staff take that same down­ward glance. I am blown away by how many sales­men dress well from neck to ankles, and then find the most appalling pairs of shoes and socks to wear. If your busi­ness tends to serve an upscale clien­tele, you real­ly want to pay atten­tion to the shoes your staff wears. Have you ever stepped into a cus­tomer’s clos­et dur­ing an esti­mate to mea­sure it for new cab­i­nets, a remod­el or a paint job? As an esti­ma­tor, I always observed dozens of expen­sive, high-qual­i­ty shoes. A poten­tial cus­tomer sizes up your sales staff just as much as your sales­man eval­u­ates the prospect. They are look­ing for a com­pa­ny that will pay close atten­tion to mak­ing the details of their house look pro­fes­sion­al, and the per­son­al appear­ance of your staff will give them clues they are look­ing for. A sales­per­son can give a poten­tial client the wrong sig­nals with things like unkempt hair or untidy clothes. And yes, some cus­tomers will even write off a sales­man — and the com­pa­ny he rep­re­sents — for his shoes. It is impor­tant to give your poten­tial cus­tomers an image of all-around pro­fes­sion­al­ism as part of a good mar­ket­ing plan. Remem­ber the tip: look down! Don’t let a sale slip through your fin­gers (or toes!) because of unkempt, cheap, or non-match­ing shoes. P.S. Shoes are a place to start, but they’re not all! To read more about the prop­er ways to dress, vis­it this blog post: Twen­ty Things Men Should Know.

About David Chism

David Chism started his business out of a passion for helping small contracting businesses grow, be more profitable and become better known to their target clients. One lifelong hobby of David is using techie gadgets. So this blog is a place where he writes about technology, marketing ideas, just for fun (humor), personal thoughts on small business and more.


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