Look at yourself in the mirror. Are you projecting the image you want? Jeans might be comfortable but if you own a financial consulting firm it is likely your customers want you in a conservative suit. If you own a car repair shop you will likely be better off without the suit but whoever deals directly with the customer should be neatly dressed and not covered with grease. Would you turn your beautiful new car over to someone covered in grease?
The key is dress appropriate and the way your customers and your employees expect a successful business person in your profession should dress. It might be help to take keys from larger businesses in your industry. If you are an accountant dress as the employees at large successful accountant firms dress. If you are selling tools to mechanics out of your mobile tool truck you will not want to wear a suit. You can dress more casually like your customers but you still need to be neat and clean. If you run a car repair shop, look at the people who accept cars and write up orders at the big dealers. The major car companies have done very expensive studies on what their employee should look like. You can take advantage of these studies by observing how they greet their customers. Remember those dealer often charge far about the local going rate at other shops because they know how to establish trust but what they say and do.
I you think dressing the part is not necessary think about your own hiring decisions and buying decision. Did you hire the guy who did not come in dressed appropriately? Would you want a lawyer dressed in a suit or torn jeans?
Even if you never see the public your employees will take clues from you. You can make all the dress codes you want but if you do not follow them, neither will your employees when you are not watching.
Original content (c) Thomas Robinson 2010
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