How to Influence and Persuade 2nd edn, 2nd Edition

Chapter 4

Act the part

Try this simple test. Who would you be more likely to trust:

A: Ripped jeans, matted hair, stubble, dirty fingernails, mumbles and is late into work.

B: Well pressed suit, clean, shaven, attentive, focused, energetic and positive.

If you chose Type B you may have put your trust in bankers who have blown billions while lining their pockets; you may have trusted politicians who buy floating duck houses for their garden and have their moat cleaned at public expense. And that perhaps makes the point. Type A might be your IT genius who has just been up all night preventing system melt down, but we are still inclined to trust Type B. Appearances matter. Call it ‘career gear’ or ‘dress for success’: first impressions count. ...