WCS Podcast 15 - Impact of Your Appearance Jason and Marissa Only
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[00:00:05] Grace: Welcome back to our six-part mini-series, What Makes a Great Salesperson, based on Roy Chitwood’s definitive book, World Class Selling. I’m your host, Grace.
[00:00:15] Grace: Today’s episode explores a topic that’s often overlooked but has a massive impact on sales success — your appearance. It certainly makes a difference with in-person interactions but can also be impactful on those virtual sales calls.
[00:00:29] Grace: Before you even say a word, people are forming an impression. And in sales, that impression can be the difference between being trusted — or dismissed.
[00:00:39] Grace: Jason and Marissa are diving into the visual, nonverbal cues that shape our credibility and influence. From clothing and grooming to the state of your car — yes, really — Roy makes it clear: the little things are not so little.
[00:00:53] Grace: Let’s listen in.
[00:00:58] Marissa: Imagine this. You walk into a room, maybe for a big meeting, maybe an interview, first time, and before you even open your mouth, the other person, they're already sizing you up, forming an opinion.
[00:01:09] Jason: Oh, absolutely. It happens in like a split second, doesn't it? Completely silent judgment.
[00:01:15] Marissa: Exactly. And what Roy's book really illuminates is just how much of that snap judgment comes down to what people see.
[00:01:22] Jason: Hmm. So today we're doing a deep dive into that, into the surprising power of, well, nonverbal stuff. Specifically, physical appearance in professional situations.
[00:01:34] Marissa: Yeah, that's the mission here. To unpack what Roy teaches in his, uh, masterclass on professional presence. Because look, skills matter, obviously, your knowledge, your experience, totally crucial.
[00:01:45] Jason: But often it's that visual message that lands first. It kind of sets the tone, creates that critical first impression.
[00:01:50] Marissa: So the big question we're digging into is, what exactly does Roy tell us about shaping that message? How do we make it work for us?
[00:01:57] Jason: Right? Because it's not just about looking nice, it's about looking, well, effective, credible.
[00:02:04] Marissa: Okay, so let's jump right in. Roy points out something really key, I think. Prospects, especially ,uh, when dealing with salespeople, they often come in with, let's say, low expectations.
[00:02:16] Jason: Yeah. Sort of braced for a bad experience, maybe based on past encounters. So you're already starting, you know, a bit behind the curve.
[00:02:25] Marissa: And Roy says your appearance is the first way to counter that. Like immediately.
[00:02:29] Jason: Exactly. He frames it as your chance to send a totally different signal. A visual one, it says, Hey, wait. This person is competent, successful, professional. It cuts through that skepticism.
[00:02:41] Marissa: It's like your visual calling card arriving before you even speak.
[00:02:44] Jason: Precisely. And Roy puts it very bluntly. When you dress like a professional, people treat you like one.
[00:02:50] Marissa: And he connects that directly to, well, better sales, more success. It sounds simple maybe, but the psychology makes sense.
[00:02:57] Jason: It really does. Which makes you think, how often do we just write off dressing well as, oh, that's just personal taste.
[00:03:05] Marissa: Right? Like it doesn't really matter for business.
[00:03:07] Jason: But Roy challenges that head on. He says, no, it's not just preference, it's a strategic choice. It directly influences how people see you and how they interact with you.
[00:03:18] Marissa: So it's less about fashion and more about strategic communication.
[00:03:22] Jason: That's a great way to put it, a fundamental business strategy, really.
[00:03:25] Marissa: Okay. So if it's that strategic, what's the foundation? What does Roy say we should actually do? He starts with this Winner's Circle idea, right?
[00:03:34] Jason: Oh yes. The winner's circle. It's pretty compelling. His advice is basically dress as well as the most successful person you know in your field.
[00:03:43] Marissa: Why that specific benchmark?
[00:03:45] Jason: Well, the thinking is, people naturally want to associate with winners. Makes Human nature. So when you dress that way, you visually signal you belong in that successful group. It kind of creates an assumption of competence.
[00:03:57] Marissa: Makes sense. And before even thinking about specific clothes, he stresses the basics, right? Grooming.
[00:04:04] Jason: Oh, absolutely fundamental. He says a professional image starts right there. Just being clean, neat, organized. You know the old saying, "No second chance for a first impression."
[00:04:13] Marissa: Yeah, everyone knows that one.
[00:04:15] Jason: Well, Roy really doubles down on it. He insists those initial visual assessments stick. They create a lasting perception that's really hard to change later on.
[00:04:24] Marissa: So attention to detail is key then. What kind of details are we talking about?
[00:04:28] Jason: He gets very practical. Things like making sure your clothes are clean, obviously, but also well pressed, shoes polished, heels not worn down. Seems minor maybe.
[00:04:39] Marissa: But he thinks they add up.
[00:04:41] Jason: Massively. He argues these little things make a huge difference in the overall picture you present.
[00:04:47] Marissa: He even gives those really specific examples, like, uh, keeping an extra tie in the car for men.
[00:04:53] Jason: Yes. Or an extra pair of stockings for women, just in case. It shows you're prepared, you're thinking ahead, you care about presenting yourself properly. It sends a message of diligence.
[00:05:03] Marissa: It's that idea again, the little things make the big difference.
[00:05:07] Jason: Exactly. And this connects to his advice on quality versus, say, quantity. He says, purchase the best quality clothing you can afford within your budget.
[00:05:17] Marissa: So it's not about needing super expensive designer stuff.
[00:05:20] Jason: Not at all. It's about being thoughtful. Planning your wardrobe so what you do have reflects quality and seriousness about your work. It shows respect for the situation, not necessarily a big bank account.
[00:05:32] Marissa: Okay. This leads into another specific tactic, Roy mentions. The "One Notch Better Rule." What's that about?
[00:05:38] Jason: Right? The "One Notch Better" strategy. It's quite clever. The point isn't to like show off or one up the other person. No! No. It's more subtle. It's about creating a visual impression of professionalism and success that just slightly elevates you, giving you a kind of natural aura of authority and trustworthiness.
[00:05:56] Marissa: How does that work in practice? Does Does he give examples?
[00:05:59] Jason: Oh yeah. Very clear ones. Like if you're a man meeting a male prospect, who usually wears say, slacks, shirt and tie, Roy suggests you wear the same but add a jacket.
[00:06:08] Marissa: Ah, okay. One step up.
[00:06:10] Jason: And for women, if you're female prospect typically wears maybe a skirt, blouse, and blazer, Roy advises a matching suit or professional dress. It works across genders too. Just aim for that slight elevation above their likely standard.
[00:06:22] Marissa: Got it. And he has that story about the farm equipment salesperson that really drives this home, doesn't he?
[00:06:28] Jason: Oh, that's a classic from the book. So this salesperson is calling on a farmer, knows the farmer usually wears, you know, Levi's and a plaid shirt.
[00:06:35] Marissa: Standard farmer attire maybe?
[00:06:36] Jason: Pretty much. So the salesperson thinks, okay, I'll build rapport, I'll dress just like him. Levi's plaid shirt, the whole deal.
[00:06:44] Marissa: Makes intuitive sense trying to connect like that.
[00:06:46] Jason: You'd think so. But on this particular visit, the salesperson's manager came along.
[00:06:51] Marissa: Yeah.
[00:06:52] Jason: And the manager in a suit.
[00:06:55] Marissa: Okay, I see where this might be going.
[00:06:56] Jason: Right. What happened was the farmer basically ignored the salesperson. Every single question, every serious point about the equipment, went straight to the manager. The man in the suit.
[00:07:07] Marissa: Wow. Despite the salesperson being the main contact.
[00:07:10] Jason: Despite that. And Roy's point is crucial. This isn't buying a candy bar. Farm machinery, that's a massive purchase. Hundreds of thousands of dollars, sometimes.
[00:07:20] Marissa: A huge decision. High stakes.
[00:07:23] Jason: Exactly. So faced with that big decision, who did the farmer instinctively trust more? The guy who looked more professional, more knowledgeable, more like someone you'd entrust with a huge investment. The suit visually communicated that.
[00:07:38] Marissa: That's a powerful lesson. So the question for you listening is what did that salesperson probably learn and, uh, how do you think they dress next time?
[00:07:48] Jason: It really makes you reconsider just how much weight those visual cues carry, especially when trust and big decisions are involved.
[00:07:54] Marissa: And this whole idea, appearance, it doesn't stop with your clothes, does it? Roy talks about your car too.
[00:08:00] Jason: He does. And again, it's not about having a fancy car. Not the make, not the model, not the year.
[00:08:06] Marissa: So what is it about them?
[00:08:08] Jason: Cleanliness, tidiness. Simple as that. Imagine pulling up in a car that's filthy or you know, stuffed with messy papers and samples everywhere.
[00:08:16] Marissa: Yeah, not a great look if someone glances out the window.
[00:08:18] Jason: Exactly, it can just totally undermine the professional image you're trying to project before you even get out of the car. He says it can destroy that carefully built impression instantly.
[00:08:27] Marissa: He even gives that tip about pulling over a block away, right? To get organized.
[00:08:31] Jason: Yeah. Just take a minute, sort your stuff out, make sure you look put together so you step out with, as he puts it, dignity and confidence, not looking rushed or disorganized.
[00:08:42] Marissa: It's all about managing perception, isn't it? Which also ties into avoiding distractions, right? Roy's really firm on smoking, for example.
[00:08:50] Jason: Oh, extremely firm. Yeah. His rule is simple. Never smoke on a sales call. Period.
[00:08:55] Marissa: Why so absolute?
[00:08:57] Jason: Well, first, if the prospect doesn't smoke, it's often seen as offensive, but even if they do smoke, Roy argues it's unprofessional. It's a distraction. It takes the focus away from the business you're there to conduct.
[00:09:09] Marissa: And he tells that story, that almost unbelievable story. About the cigarette burn.
[00:09:13] Jason: Oh, that one's memorable.
[00:09:14] Marissa: Right!
[00:09:15] Jason: Salesperson is making a presentation to a board, doing well, actually. Mm-hmm. Puts his cigarette in an ashtray. Oh. Gets totally absorbed in the discussion. Doesn't notice the cigarette fall out and burn a big hole in their brand new, very expensive tea conference table.
[00:09:31] Marissa: Oh my goodness. Did he lose the sale?
[00:09:33] Jason: Here's the kicker. No, he actually got the order.
[00:09:36] Marissa: What, how?
[00:09:37] Jason: Who knows, but that's not the end of the story. The next morning, the president of that company called the salesperson's boss and said, "That guy, he is never ever allowed in our building again." The relationship was damaged beyond repair.
[00:09:52] Marissa: Wow. So the short-term win masked a huge long-term loss. A stark warning about seemingly small risks.
[00:10:01] Jason: Definitely. And it's the same logic behind his advice to, uh, generally declined coffee or other refreshments when offered.
[00:10:08] Marissa: Really? Even coffee? Seems polite to accept sometimes.
[00:10:12] Jason: Roy argues it's just not worth the risk. Again, minimizing distractions, minimizing potential mishaps. Imagine you're building great rapport, everything's going well.
[00:10:21] Marissa: And then you knock the coffee cup over, all over their important papers.
[00:10:24] Jason: Exactly. Instant mood killer, rapport gone. Sale potentially jeopardized. "No thank you, but I appreciate the offer." It doesn't offend anyone, just removes a needleless risk.
[00:10:34] Marissa: It all comes back to controlling the controllable, I guess. Which brings us to those really subtle things, the little things. Like that story about the parking lot arrows.
[00:10:43] Jason: Ah, yes. That's a unique one. An executive told Roy something that really bothered him. He said, You know what drives me crazy about salespeople? They always drive the wrong way down the arrows in my parking lot."
[00:10:56] Marissa: Seriously. Parking lot arrows.
[00:10:59] Jason: Seriously! Apparently, this exec's office overlooked the parking lot. He'd watch people arrive, see these big clear arrows for traffic flow, and just get annoyed seeing salespeople ignore them cutting across the wrong way. He thought it made them look, well, dumb, was his word.
[00:11:15] Marissa: Okay, but surely he wouldn't not buy from someone just because of that.
[00:11:20] Jason: Well, that's Roy's whole point. Of course, the executive isn't gonna say, "Sorry, can't buy your product. You drove the wrong way in my lot."
[00:11:27] Marissa: No, he'd give a normal reason. Priced too high. Need other bids.
[00:11:31] Jason: Exactly. Logical reasons. But Roy asks, "Are buying decisions purely logical or is emotion involved?" This story suggests that these tiny, seemingly irrelevant things can create a negative feeling and emotional bias, even if it's never spoken.
[00:11:46] Marissa: It subtly influences their overall impression.
[00:11:48] Jason: Precisely. You just never know what tiny detail might rub someone the wrong way. Even subconsciously. It highlights that emotional undercurrent in decision making.
[00:11:58] Marissa: So the final takeaway is really, pay attention to everything.
[00:12:02] Jason: That sums it up perfectly. Roy's message is truly, it's the little things that make the big difference. Being meticulous, even about stuff that seems unrelated to the core task, gives you the best possible shot. It removes potential own goals you could say.
[00:12:19] Marissa: So wrapping up this deep dive into Roy's insights. We've hit on first impressions, strategic dressing, meticulous grooming, even the state of your car, avoiding things like smoking or spilling coffee.
[00:12:31] Jason: And underpinning it all, the huge impact of those often invisible little things.
[00:12:35] Marissa: Right! But let's widen the lens now. Think beyond just sales calls. How do these ideas, professionalism, attention to detail, minimizing distractions, apply to, well, any important interaction you have.
[00:12:48] Jason: That's the key question. Networking events, job interviews, meeting new colleagues, even important personal situations.
[00:12:54] Jason: The principles are universal, aren't they? They really seem to be. Which leads us to a final thought for you, our listener, to maybe mull over.
[00:13:02] Marissa: What little things are you communicating, maybe without even realizing it, in your day-to-day life, and if you became more aware of those signals, how could that empower you to more consciously shape how people perceive you, in pretty much any situation?
[00:13:16] Jason: You know, Marissa, it's amazing how often the smallest things say the most.
[00:13:20] Marissa: Yeah. It really comes down to being intentional, not just with what we say, but how we show up.
[00:13:26] Jason: Exactly. Whether we realize it or not, we're always sending a message.
[00:13:30] Marissa: So the question is, are we sending the one we want?
[00:13:34] Jason: And that's something worth thinking about.
[00:13:40] Grace: That's Episode 15 of our World Class Selling Podcast series, titled The Impact of Your Appearance. I hope you’re walking away with a renewed appreciation for how small, visual details can quietly shape big decisions.
[00:13:53] Grace: Next time, we wrap up our mini-series with one final conversation: Building a Successful Sales Career. What does it really take to sustain excellence in this profession? Roy’s insights go beyond the tactical — and straight to the heart of what sets world-class professionals apart.
[00:14:11] Grace: Until then, thank you for listening.
[00:14:13] Grace: Good luck and good selling.
