A sales executive is often the first point of contact between an organization and a prospective customer. The good impression that the sales staff creates in the mind of the prospective customer in his first meeting often paves the way for subsequent meetings and future sales. The first impression, therefore, is very crucial. One needs to ensure that the sales person is well groomed to leave a positive impression in the prospects’ mind. Grooming involves not just the physical appearance but also the other finer personality traits like body language, mannerisms and etiquette. In today’s competitive business scenario, managers and business owners cannot afford to overlook the grooming of their sales personnel. Here, are a few compelling reasons why a business owner or entrepreneur should pay attention to see if his sales force is well groomed or not.
Helps in creating a good first impression -– A sales person has to look presentable. If a customer is not pleased with the way a sales person looks, he may not connect with the person. In the case of a retail store, the customer entering the store may not walk up to the sales person. In other cases, the customer may not like to continue his interaction with the staff and may cut the meeting short. Personal appearance is the first puller. People judge others by their external appearance. A person’s clothes, at least to a certain extent, reveal his personality and character.
Increases the likeability factor of the staff - No customer would like to deal with a staff member who does not have a professional body language and lacks polite manners and good etiquette. A well-mannered and well-behaved sales person always leaves a positive impression of himself and is often sought after by customers. He can better handle tricky situations and difficult customers. Body language, which includes facial expressions, gestures and postures, conveys a lot about the staff and his credibility. He, should, therefore, be careful not to convey anything undesirable to the prospect unknowingly. A proper grooming session for the sales people can ensure that they are properly trained and made aware of all these essential points.
Builds brand Image -How the staff presents himself on the job not only impacts his own success but also reflects on the whole organization and affects its good reputation. A shabbily dressed or untidy staff can ruin the reputation of the whole organization. On the contrary, a well-dressed and well-groomed salesman executes confidence and reflects a professional attitude, not only of himself but also the company he represents. It contributes to building trustworthiness and respect for the company and the brand.
Makes the sales people more confident – Good grooming habits are also essential for the confidence level of the staff personnel. Good grooming makes the staff more attractive thereby boosting their own confidence. Needless to say, a sales person with high confidence can contribute better to increasing the sales of the company.
Studies have found that a person’s credibility, professionalism, intelligence and sophistication levels are judged solely from his or her personal appearance. However much one may ignore the fact still remains that a person’s appearance does influence the opinions of people around him. Of course, looks and personality are not the only factors which contribute to a sales person’s success. Nevertheless, they play a crucial role in pushing up sales.
Owners and managers need to educate their sales people about the importance of grooming and how it can impact not only their own careers but also the growth of the company. A company’s responsibility does not end with providing uniforms for their sales people. Companies should lay down grooming policies so that the staff members know what is expected from them. Companies and organizations must also make sure that the staff, especially those in the sales department, knows how a professional body language, polite manners and good etiquette can be used to win over customers.