BWPrice's Marketing U

Steve Jobs Can, So Why Can't I?

I am manning an exhibit booth at a tax conference in Nashville.  One of the interesting things about being behind the exhibit table is people watching. (Before you jump all over me for "watching" instead of "engaging," I do plenty of both.  That's just part of the gig.)

The people I am watching are CPAs and/or attorneys.  Some come dressed in suits.  Some come in wrinkly jeans and ill-fitting polo shirts.  And then there is everything in between.  Certain people, by their dress and demeanor, draw others to them.  Some, again by their dress and demeanor, seem to build a wall around themselves. 

Folks, if you are in professional services, dress and act the part.  Even if you are with peers, how you present yourself is important.  For what it's worth, here is my advice:

• "Business casual' is the dress code for all conferences now-a-days.   Universal rule: when in doubt, focus your dress on "business" and not "casual." 
• The younger you are, the more formally you should dress.  Why?  To give yourself a better chance at being taken seriously.  At a professional conference, you don't have to wear a suit (especially if no one else is); however, your clothes should be professional, well-tailored, and pressed.  Don't forget about your shoes.   
• If you are young and female, I suggest dressing more formally and more conservatively.  Again, the point is to be taken seriously.
• If you think these suggestions mean being boring, no.  You can dress professionally with style, flair, and color.  The point is to keep it professional.
• Concentrate on your posture at all times - when standing, sitting, or walking.  As I watch people mull about in the exhibit hall, I notice few people who stand straight or walk with confidence.  This is an easy way to stand out from the crowd.  
• Smile and say hello to people and look them in the eye when you do.

That is really all there is to it.  Only Steve Jobs is Steve Jobs.  There are always a few people in the professions that can get away with dressing more casually (and, maybe, like Steve Jobs, their dress is part of their brand), but for the rest of us, old-fashioned rules still apply. 

The Value of Helping People

Every year we exhibit at a large conference of estate planning attorneys.  Last year, I met a young man from my hometown who just recently graduated with his LLM degree.  He called me a few months later after graduation asking if I knew of anyone he might talk to regarding a job.  I put him in touch with an estate planning attorney friend who was very helpful to him.

I saw the young man again today (I am at the conference again this year) and the young man came up to thank me for helping him.  He has started his own practice with the advice of my friend.  Once he has a  need for the services my firm provides, guess who he will call? 

Moral of the story: You never know where business will come from.  Always be nice.  Always be as helpful as you can and not just for business reasons.  It's just the right thing to do.