I shuddered as our order was taken. Although hardly the epitome of sartorial elegance, I was far better dressed than was the dumb waiter.

His jeans fell far short of those worn by metro-man; I doubt his tee-shirt was fresh, and a shave might have helped improve his appearance.

Frankly, he looked like a refugee from Syria. His shabbiness was body language for ‘couldn’t care less.’

If he had such a low opinion of his appearance and basic hygiene, what on earth went on in the kitchen? Do we really want to know?

DRESS TO IMPRESS

Remember when entertainers used to look the part when they were smartly turned out in tuxedo jackets and butterfly ties?

As one despairing restaurateur sighed, ‘entertainers today look as if they have just strolled in off the beach.’

One Swedish restaurateur insisted that pianists engaged look the part. The two musicians he booked actually made an effort, and wow, what a difference it made.

If you look like a street busker, you have no right to command a professional performer’s fee.

Uniforms and tunics are an essential part of working life. Our attitudes toward other people mirror their attire. A very ordinary person you wouldn’t look twice at in the street creates a favorable impression when in overalls, uniform or a nurse’s tunic.

COMPETENCE AND PROFESSIONALISM

 A uniform or tunic conveys authority, competence and professionalism. The bonus is that you can increase prices whilst increasing sales and prestige.

It sends the right signals. The difference that properly attired table serving staff makes is remarkable. It has a marked effect on customers’ attitudes and increases profitability.

THE BUSINESS (AND PROFITABILITY) BOOSTER. Click the picture for access.

Shabbily dressed staff have little choice but to sell at a price that reflects their dress code; cheap.

Might I suggest to business owners that they insist on a proper dress code as a condition of engagement? Staff dressed appropriately builds customer confidence and increases profitability.

It has a bonus effect; your employees feel better about themselves, and they perform more professionally. The personal appearance of staff is essential. It is the business owner who is responsible for the appearance of his staff and those he engages.

MICHAEL WALSH was a leading executive for Britain’s venerated Guild of Master Craftsmen for twenty years.

Over those two decades, the business doctor analysed and coached hundreds of small business owners, who, thanks to his tutoring, went on to become successful and large businesses.

If you wish to do business wherever in the world, then grab a copy of Michael Walsh’s BUSINESS BOOSTER. It will be the best investment you ever made. You can and should share this story on social media: TELL US WHAT YOU THINK