Through many tests involving both successful and not-so-successful salespeople, it has been determined that outstanding salespeople have certain characteristics. Success-producing characteristics have been broken down under three headings: personal, mental and human relations.

Personal Characteristics In a men’s fashion store, the salespeople should portray a fashion image, one with which the customer can identify. Other important personal characteristic are: a pleasant expression, cleanliness, good grooming, good health, good posture and a generally pleasing appearance. The first impression a salesperson makes is very important. It has been found that customers will turn to older salesperson for advice and that young salesperson can serve young customers, but that older customers do not have much confidence in young salespersons.

Although too rigid dress and hairstyle codes have a tendency to demoralize the sales force, at the very least, clothes, hairstyles and accessories must be appropriate and give a good first impression. For example:

Good grooming is noticeable almost immediately. Whatever else, the total personal image must be one of cleanliness.
Pleasant expression conveys the image that the salesperson is enjoying his job and is willing and happy to be of service. Such feelings are projected to the customer.
Good health is essential to salespeople who spend most of their time standing and who must adjust their sales techniques to each new customer. Health is a significant personal characteristic for success.
Good posture reflects how a person feels about himself. Erect posture radiates confidence and helps to reassure the customer that the salesperson can really be of assistance. By contrast, the person who slouches looks unsure and appears inept, is not the kind of person customers would look to for advice.