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The 4-4-4 Rule

November 9, 2012 by Gloria Keith

WRAPPING YOUR PACKAGE…Super Marketing Guru and master Speaker Trainer Joel Bauer shares a story from his grandfather about the three 4s. He calls it the 4-4-4 Rule. Joel shares that his grandfather taught him the importance of dressing properly when dealing with the public. He told him that there were three 4s that come into play:

 

1. You have 4 seconds to create a first impression… that's all… 4 seconds!

2. You are 4° warmer when wearing a suit jacket/Blazer

3. You have a 400% better chance of gaining acceptance when you "wrap your package" professionally

 

Pretty hard to debate the above three points. Here's the reality of human nature… every time you meet someone new you judge them. What Joel's grandfather said is we arrive at a conclusion (right or wrong) within 4 seconds. That initial conclusion is strictly the result of a visual impact… simply put…how do they look? Often times before they open their mouths or shake our hand we have made a decision on who they are.

 

Here is your ACTION STEP… how careful are you about "wrapping your package"? Remember, the 4 seconds that Mr. Bauer's grandfather told him about are entirely visual. Here's some reminders:

 

WRAPPING YOUR PACKAGE

1. Are you excited about how you look? Is GQ or Vogue going to be calling you?

2. Are you dressed for a meeting with your best customer?

3. Are you wearing your "I'm applying for a job" wardrobe?

4. Smiling, good eye contact, confident…be purposeful.

5. Is your car clean?… for that matter… are you clean-shaven/makeup on/well groomed?

6. Do people look at you in restaurants, offices, elevators, hotels, on the street and perceive you as a professional? Do you get a second glance for the right reason?

7. Great Question… "Would I buy from me right now?"

8. When in doubt… "dress up". A white shirt and tie and jacket or skirt and crisp blouse are never wrong. Bonus point: your shoes must always be shined! It's that extra 10% that might make all the difference.

 

My mantra has always been that "You can overdress but it is never acceptable to underdress". The concept of "dressing for the occasion" is fine but only if it adds to your overall visual appeal. The key is to always look professional. Be a step above the rest. Here's the best part… typically your competition does not stand out. By "wrapping your package" with care and precision… you do stand out! Take pride in the opportunity to start every Customer connection with the odds in your favor… make those 4 seconds count. NO Excuses.

Filed Under: Blog, Sales Training Tagged With: Habits, inspiration, Strategy

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