European Business Improvements

Entry Date: 020408

My eldest son had been requested to give a presentation at work as part of his promotional assessment. "Dad, I've never given a presentation before; can you help?" was the predictable request.

Fortunately for him, I'd developed a workshop programme on just that subject.

Having emailed the package to my son I sat back, expecting him to go through it and then seek clarification on a few points. After a week he rang me up. "Dad, that package was good, thanks." I enquired as to what he had learned. "Oh, it was all old hat really, good enough, except…" I demanded to know, "… except what." "Except for the part about dressing."

Dressing is the one thing that most presentation skills courses don't go into in enough detail. In fact, when it comes to the world of work, dress isn't discussed that much at all. But it is so very important. You need to dress appropriately. Let me explain.

In my job as a consultant I often need to talk face to face with company directors as well as with production operatives. Do you think that the same code of dress for each would be appropriate? No. If I'm dealing with the MD I need to dress as he would dress. Normally in a suit and tie. If I'm asking the production operatives for their thoughts, I need to dress as they would.

If I turned up on the production line in a suit, do you honestly believe that I would get the fullest cooperation of the workforce? – I might, but I wouldn't hold my breath on it. I'd be seen as the enemy, someone who was out to pull a fast one. Equally, if I turned up to offer a contract to the MD wearing a boiler suit, would I be taken seriously? Again, I doubt it. He'd ask himself how could this person possibly demand so much money, and look like this?

Dress is something that is often overlooked. You need to dress to level that you are expected to. Having watched the recent series of "Dragon's den," on BBC, I was surprised at how many entrepreneurs turned up to discuss their ideas and ask for money, but failed to dress appropriately. Maybe it's no coincidence that they didn't get the funds that they were asking for.

Many years ago I was given this advice, "Dress as those that you are with." This is good advice. You don't want to stand out by looking over or under dressed. You simply want to blend in.

So, if you're asking the bank for finance, go dressed, as you would expect the bank manager to dress. Don't blow your chances before you utter a word.

One of the most successful salesmen that I ever knew always dressed in trousers, shirt, tie and a sports coat. He would never dress in a suit, despite the competition wearing the latest designer styles. He was far more successful. Why? He was selling to engineers, who at that time were wearing sports jackets rather than suits. And we buy from people who are like us, people who we like. – Think on.