You’d expect a suit salesman at Nordstrom to wear his "goods" but even the smallest home improvement/repair company should be concerned with appearances.

People often grimace when a dress code is suggested but providing company shirts and other work attire is an excellent way to establish a professional image. Formality in a construction business setting varies from region to region and from customer to customer. Like dressing up for a date, being attractively and appropriately dressed tells your customer that they are important.

Every aspect of your and your employees’ dress sends a message to your potential customer. From the moment you shake hands, they are forming an opinion about doing business with your company. Your clothing shouldn’t detract from the business interaction but build customer confidence.

Don’t believe me? Visualize two job applicants for a sales position within your company. Applicant A, obviously overdressed for the job, is wearing a black suit, white shirt and red tie. However, Applicant B is wearing jeans with a torn pocket and a T-shirt advertising his favorite beer. Both applicants appear well qualified. Which one would you take the chance on?

Your customers have to make the same decision when they meet you or your employees. But just like applying for a job, it’s better to be slightly overdressed than appear disrespectful to the homeowner whose business you want.

T-shirts are never appropriate for sales settings. They may be comfortable and inexpensive but they don’t convey a serious message. For men, golf shirts or business casual shirts paired with khakis or other cotton slacks are a good choice for home improvement/construction companies. Women should wear casual blouses (never sleeveless) along with cotton slacks or skirts (with hose). Denim pants may be appropriate in some regions of the country providing they fit well and aren’t faded or frayed.

Your community and/or customer base might be more formal so pay attention to how your customers dress. If they are always in suits and ties or dresses and heels, you probably should add traditional accessories to business casual. Adding a jacket and/or tie to a business casual outfit might be just the ticket. For women, forget pants and go with a quality silk blouse and attractive skirt. Jackets are also a good touch for women.

Tennis shoes and white socks are another no-no as they are just too casual for meeting people who are interested in spending money with your company. For women, sexy high heeled shoes or clogs aren’t appropriate. Comfortable casual-styled leather shoes (brown and/or black) that can be polished are the best bet. And don’t forget the matching belt and socks/hose.

Lastly, leave the jangling bracelets and purses at home. Jewelry, makeup and perfume/aftershave should all be simple and unobtrusive. A nice briefcase and/or sample case can also function as your purse.

Custom clothing with your company logo is a great way to build confidence and sell your products and services. You and your employees should be wearing your "company uniform" during in-home presentations, at your place of business, during follow-up visits and at Home & Garden shows.

Wearing a logo is part of a process called branding. When you think of COCA-COLA® or NIKE®, their world-famous logos immediately come to mind. Branding within your community can be a powerful tool for even the smallest home improvement specialist.

Remember logos should be used on anything you can print or embroider to help brand your company name and image. Hats, shirts, sweaters and jackets all make great living billboards. Also, make certain your employees have enough shirts to last until wash day. No frayed collars or missing buttons, please!

Clothes can make the sale! Dressing sharp builds self-confidence, helps open doors and enhances the professionalism every small business needs to succeed.

Wishing You Success,

The Marketing Pros from Your Home Improve Biz

Client - Your Home Improve Biz (2001)