All people have a physiological, unconscious response to color. They’re responding to it whether they’re thinking about it or not. What are some of these responses? It could be an unconscious thought remembering some of the points in your sales presentation. Why would that happen?
Perhaps you were wearing red, the color of blood. Wearing red raises your blood pressure and brain activity. You’re in a more heightened state of awareness. So people remember more. How can you create that? Men could wear a red tie or women wear a red accessory like a brooch to create increased awareness.
The challenge is to get the customer to be aware of the color. The awareness is greater if the color is near your face. Looking eye-to-eye is where you create business trust. If something is distracting from your ability to hold that eye contact, you lose credibility. This is especially important for women. They create distractions by wearing dangling earrings, form fitting clothes and provocative slits in skirts.
Perhaps you’re calling on a high level buyer. You’ve got to look like you command authority. Wear darker colors like navy and charcoal. People will see you as being in charge and as being an equal. If you’re talking about money it also shows that you are serious and you will get down to business.
Long sleeves are a must. The less skin showing, the more business power you have. If you’re calling on a new prospect and want people to interact with you who are not on the leadership level, wear softer colors that are medium range ones like sky blue. Even people with red/green color blindness can see all the blues. Wear beige and soft earth tones when you want to blend in. This applies to very tall people who do not want to intimidate others. Beige is a very approachable color where no one feels threatened.
So improve sales performance when you plan what to wear!