True, false, or indifferent; it is a recognized fact that a book is judged by its cover. This may not be totally accurate but it is true just the same. The same practice also pertains to movie trailers, magazine covers, cars, houses (curb appeal), and people, people, people.
You can’t afford to take the risk that your prospect might not approve of your “packaging.” I’m not talking about the price of your wardrobe. I’m referring to the condition of it…and yourself.
Here are a few reminders:
- Always look your best when leaving your “comfort zone.”
- Get plenty of sleep.
- Drink plenty of water.
- Have clean and manicured fingernails.
- Comb you hair so it looks better than Kramer’s hairdo on the Seinfeld show.
- Use mouthwash, especially if your sales call is scheduled after lunch and you have a taste for raw onions on cheddar burgers.
- Shine your shoes (more than once a year).
- Wash your car (more than once a year).
- Learn how to plug-in and use an iron. Or, have the courage to ask someone else to do it for you. Or if you have a fat wallet, have a local service handle this chore.
- Men, if you aren’t sure, have someone critique your tie selection. (I do and am very pleased that I do. If you want to see just how humorous a tie selection can be, tune to your local evening news.) If the bottom of your tie hits you in the knee you might want to re-tie it or consider switching to bow ties. (I gave this very same advice to Stuart Cohen.) LOL
- Match your socks in direct sunlight. (I made this mistake just the other day. Very embarrassing in the light of day. The person who invented navy blue should be put in jail. I’m just saying.)
Here is a bonus suggestion for good measure:
Call people back if you say you will—sooner rather than later. Acknowledge their emails just as quickly.
Everyone is quick with a promise today. Most of us have sincere good intentions, but few people can be counted on to follow through consistently. Be that person. Become the exception.
Mike Marchev freely shares his experiences, strategies and observations with travel professionals in an effort to keep them on top of their game. For a complimentary copy of his 12-Word Marketing Plan send him an email at email@example.com.
Mike’s daily column is made possible by AmaWaterways.