nt better than expected to improve the likelihood of hearing “yes” more often. I’m not sure how you would evaluate that sort of sartorial precision — especially if employees at your dealership wear uniforms. But here is one important tip to keep in mind during these colder weather months in many parts of the country: Have an outerwear plan. As dealership owners keep costs low by keeping thermostats low — and with customers coming and going, frequently opening the doors to 20-degree temperatures — you and your sales colleagues might need to throw on an extra layer or two. Don’t make it a cardigan like Mr. Rogers wore (there, I said it!), and try to stay away from the hoodies that make you look like a member of the MS-13. Settle on a cold-weather option for all employees to wear, like a logoed black fleece, which in turn will make customers feel welcome and comfortable in your dealership.
By paying attention to the nonverbal sells you’re making every day, you will learn how make adjustments on the fly and create a memorable sales experience for both you and your buyer.
Ways to Dress for Success in Your Dealership
- Clothing should be clean, pressed and stain-free.
- Button-down collars are considered the most casual of all collars, but they work especially well in a motorcycle dealership; if you take a test blast with a customer, that collar won’t be slapping you in the face. (Ask me how I know.)
- Comfortable motorcycle footwear is ideal. The hiker style works best for me.
- Short shorts on women (or guys, for that matter) aren’t appropriate for business.
- Name tags with titles are crucial. Make the titles interesting, such as “All-Being Master of Time, Space and Super Glides.” I recently placed an order at a bagel shop with a 24-year-old man whose name tag simply read, “I like Led Zeppelin.” I wanted to hug him.
- Everybody should wear the same shirt, and the logo should be subtle. If your staff’s apparel has an oversize logo or too many logos, you and your team will look like you’re working the NASCAR circuit for Penske.
- Fit the image. I don’t want my investment manager looking like a Mafia don, nor do I want my motorcycle salesperson to appear as if he just walked in from Wall Street. Skulls and chains give a nod to our Sons of Anarchy selves. I dig it.
- Don’t overdo it. That T-shirt portraying the lone midnight rider with a backdrop of a wolf baying at the moon, surrounded by a pack of rabid squirrels and grim reapers might be a bit much.
- I’m not a fan of pinky rings, but other cool jewelry is important. Again, a little goes a long way.
An award-winning author, top-rated trainer and founder of Peak Dealership Performance, Mark Rodgers holds a master’s degree in adult education and the National Speakers Association Certified Speaking Professional designation — only 500 people in the world have this coveted recognition. Contact [email protected] to improve your performance.
