Author: Jack Saward

Published: 22 July 2024

About the author: Helping people succeed through seamless events. Business owner and Co-Host of The Events Insight Podcast.

In the world of sales, the impact of visual appearance is undeniable. From what you wear to how you present yourself on a video call, these factors all shape customer perceptions and influence outcomes. Yet this is not a simple topic. It is loaded with culture, context, bias and personal preference.

My aim here is not to provide a definitive rulebook, but to share some of my own observations and experiences. I want to encourage more intentional thinking about how we show up in front of clients and prospects, and how appearance fits into the wider sales and marketing picture.

The Power of First Impressions

First impressions still carry huge weight in sales interactions. Before you speak a word, people are already forming opinions. That might feel unfair, but it is human. A polished, appropriate appearance helps create confidence, credibility and openness in those first few moments.

During the pandemic, sales shifted rapidly into virtual spaces. Many people adapted quickly. Others struggled and still do. Poor lighting, distracting backgrounds, badly positioned cameras and casual dress that does not fit the audience can all undermine a message before it even lands.

In person or online, you cannot control every perception. You can, however, control the signals you send. A well considered appearance tells your audience that you take them seriously and that you respect their time.

Authenticity and Professionalism: Finding the Balance

There is often a tension between authenticity and conformity. On one side you have your personal style and personality. On the other, the expectations of the client, the industry and the occasion. The art is in finding a point where both can coexist.

If you force yourself into an image that is completely alien to who you are, it looks uncomfortable and forced. People pick up on that. At the same time, if you ignore the context and show up exactly as you would on a Sunday afternoon at home, you risk seeming careless or disengaged.

A useful question to ask yourself is this. Does my appearance today help or hinder the message I want to deliver to this specific audience? If it supports the message, you are probably in the right place. If it distracts from the message, something needs to change.

Cultural, Gender and Contextual Considerations

Dress codes and expectations vary widely between sectors, countries and even individual businesses. A suit may be expected in one environment and feel completely out of place in another, where a t-shirt and smart jeans are more appropriate.

Gender dynamics still play a role too, often in ways people do not consciously recognise. Treating all clients with equal respect is essential, regardless of how they present themselves. Assumptions based on appearance can quietly damage relationships and opportunities.

Context also matters. Presenting on a main stage at a conference, visiting a manufacturing site, jumping on a quick discovery call and networking at an evening event may each call for a slightly different approach to dress and presentation.

It is worth pausing after key meetings and asking yourself:

• Did my appearance fit the expectations of this audience?
• Did anyone seem distracted or disengaged for reasons I can adjust next time?
• What would I keep the same and what would I change?

The Impact of Non-Verbal Cues

Appearance is not only about clothing. Non-verbal cues such as body language, eye contact, grooming and posture carry as much weight, if not more.

I recall one video call I made to a new client where I deliberately lowered my chair and sat slightly further from the screen. I did this to adjust the power dynamic, reduce any feeling of pressure and create a calmer tone for the conversation. When we later met in person, he commented on how different the call had felt. When I explained my thinking around control and influence, he appreciated the level of intention and found it fascinating.

Small decisions like where you position your camera, whether you lean in or sit back, and how you use your hands all contribute to the story your body tells. Clients may not consciously notice every detail, but they will feel the overall effect.

The Role of Personal Branding in Sales

In sales, you are part of the product. Your appearance becomes a visible expression of your personal brand and, by extension, your company brand. Consistency is key. If your marketing materials present you as premium, precise and detail-driven, yet you show up looking unprepared, that disconnect is jarring.

Visual appearance should support what you say about yourself. If your brand values include reliability, creativity and professionalism, how can your clothing, grooming and digital presence reinforce those ideas without shouting about them? Often, subtlety is more powerful than bold statements.

Think of personal branding across three simple layers:

• Baseline: Clean, tidy, appropriate for the role and sector.
• Signature: A small, consistent element that feels distinctly you. For example, a colour, accessory or style detail.
• Alignment: A clear connection between how you present yourself and how your organisation presents its brand in marketing, events and campaigns.

Adapting to Evolving Norms

Dress codes have relaxed in many industries, influenced by tech culture, remote working and generational shifts. What used to be non-negotiable formalwear in some sectors has softened into smart casual and flexible choices.

If you cling rigidly to old rules, you risk looking out of touch. If you abandon all standards, you risk looking careless. The goal is flexibility with intention. Adapt while still respecting the seriousness of the meeting and the preferences of the client.

Personally, I cannot remember the last time I wore a suit for work. I save that for weddings and very formal occasions. Yet I still pay close attention to how I look on stage, on camera and in meetings. The formality may be different, but the level of care is the same.

Practical Tips for Sales Professionals

To bring this into something you can act on, here are some practical questions and checks you can build into your routine.

Before a Meeting or Event

• Who is my audience and what is their typical dress code?
• What impression do I want to create in the first five seconds?
• Does my appearance support the message and positioning of our brand?
• Is my online setting (camera, background, lighting) helping or hindering me?

After a Meeting or Event

• Did I feel confident and comfortable in what I wore?
• Did my appearance ever become a distraction for me or others?
• What feedback, direct or indirect, did I notice from the room?
• What one thing will I adjust next time?

What This Means for Marketing and Sales Teams

For organisations, this is not just about telling sales teams to dress smartly. It is about alignment between sales, marketing and brand. If your campaigns talk about quality, detail and care, that needs to be visible in the people who represent you on the front line.

At Saward Marketing, we often see the most effective businesses treating appearance as one touchpoint in a joined-up customer journey. The slide deck, the event stand, the website and the person delivering the message all tell the same story, visually and verbally.

When that happens, clients feel something very simple. They feel that this is a business that knows who it is and shows up with intention.

Final Thoughts

The relationship between visual appearance and sales is intricate. There is no single right outfit or perfect formula. What matters is awareness, respect for context and alignment with your values and your brand.

By balancing professionalism, authenticity and cultural sensitivity, and by paying attention to non-verbal cues, you can give your message the best possible chance to land. You cannot control every reaction, but you can control how deliberately you present yourself.

I am not the only one who thinks this way. As Forrest Gump famously said, You can tell a lot about a person by their shoes. In sales, your clients are always reading the visual clues you send. The question is whether those clues are intentional or accidental.

About Saward Marketing

Saward Marketing supports businesses in aligning their brand, events and sales activity so that every customer touchpoint feels consistent, considered and authentic. If you would like to explore how your team’s visual presence can better support your sales goals, get in touch with us for a conversation.