The personal appearance of you, the business owner, and your employees – clothing and grooming – is a very significant element of physical choreography and has a huge influence on how your clients, patients and prospects perceive your business.

Because appearance is such a personal issue, many business owners are reluctant to set and enforce standards of dress and grooming. This is a huge mistake, considering how strongly personal appearance influences customers.

I find this to be one of the most difficult reforms my clients have to deal with, and they very often leave it to me to introduce the new dress and grooming code to their employees. This way, the ‘blame’ is shifted away from them and onto me, which makes it easier for the client and the staff to accept and deal with.

Sidney Biddle Barrows

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