I work with clients to help them reach their goals by up-leveling the way they present themselves to ultimately increase sales.
I expect clients to have a 2-3 times return on investment after creating a strategic image.
I discovered the effect your image has on sales after working as a visual merchandiser for Ariat International, an equestrian footwear and apparel company. (It was an especially exciting job because I have ridden horses since the age of five.)
As a visual merchandiser, I flew all around the country to help our accounts sell Ariat’s product line. When I got my job, I thought merchandising would be fun, and it was. But I had no idea how many ways it would teach me that the way you present what you’re selling–as well as the way you present yourself–has a direct correlation with the sales results you get.
The stores I serviced that were beautifully merchandised and consistently serviced, sold two times the amount of product than the stores that haphazardly displayed things wherever there was a spot. The stores that created intentional displays had a considerable edge over the stores without a plan–the latter struggled to get the sales results they wanted, and complained about their lack of business.
One day, I found myself at a rodeo where I was helping one of our accounts sell Ariat product. I had been urged to dress the part, which meant dressing like a “cowgirl” in Wrangler jeans, a button-down shirt, a cowboy hat, and cowboy boots. None of it made sense for my personality or level of equestrian expertise, and all of it made me feel as if I were dressing up for Halloween.
I’d already seen how presenting the product a certain way could dramatically increase sales. So I was really interested to see what would happen if I dressed a certain way. Would it, too, increase sales?
I knew instinctively that when it comes to the “merchandising” of yourself, or how you present yourself, it’s not as simple as putting on a costume simply to dress the part. In fact, wearing something that feels like a costume will actually detract from your sales.
If I dressed like a cowgirl, any real cowboy would know that I was simply wearing something to be more like them. I could better serve potential buyers as an expert who was approachable and knowledgeable about the product I was selling, while simultaneously appreciative of their sport.
So, at the rodeo, I wore my own clothes but strategically added western flair. We sold out.
That day I realized the amazing power your image has to make you feel confident in your abilities, and to give others confidence to want to do business with you.
That led to the start of my own company in 2007 to help entrepreneurs and CEO’s discover how easy it can be to increase their bottom line simply by “merchandising” themselves. I pinch myself everyday that I get to do what I’m truly passionate about.
I’m the proud author of my latest book Strategically Suited: Your Secret Edge to Grow Sales and Get New Clients. I also wrote a guide book for women in 2012 called Simply Effortless Style: A Real Woman’s Guide to Making Style Easy and Fun.
I live in Charleston, SC with my husband, two children, dog, and cat.