Cars come in all shapes and sizes, and the same goes for the salespeople standing in the showroom. While price, service and friendliness are often seen as key factors, the appearance of the salesperson secretly plays an important role in the process as well. We do not just expect a certain look, even the colour of the clothing influences how quickly people decide to approach a salesperson.
A little smartness goes a long way
Although casual clothing has become increasingly accepted in the workplace, it does not seem to work in favour of sales staff in the showroom. Research shows that around 46% of people appreciate a neatly dressed car salesperson. When purchasing a more expensive car, that percentage rises to 55%. A shirt and tie combination ranks number one, followed by a polo shirt. A full formal suit, however, is not considered necessary by most respondents.
These figures are based on averages, but there are clear differences between age groups. People aged 56 and over prefer to see a salesperson wearing a shirt and tie. The 36 to 45 age group favours a polo shirt. The most striking finding concerns younger buyers. Customers aged 25 and over most prefer to see a car salesperson dressed in a formal suit.
The colour of the suit also influences how quickly salespeople are approached in the showroom. According to the research, a blue suit has a positive effect on 90% of people. A salesperson wearing one is generally considered the easiest to approach. The tie, however, makes a significant difference. When the blue suit is combined with a yellow tie, the percentage drops to 54%.
A bright yellow jacket paired with a black T-shirt performs worst. Only 25% of people say they would engage in conversation with a salesperson dressed that way.
The psychological effect of smart clothing
It is not surprising that most people prefer to see a car salesperson in a shirt and tie or a polo shirt. Recent psychological research shows that when men interact with a salesperson, they prefer someone whose clothing style resembles their own. The older the man, the more important this becomes. This explains why men aged 65 and over prefer a shirt and tie, while those aged 36 to 45 lean towards a polo shirt. These preferences closely reflect what they themselves typically wear. Unfortunately, the research did not examine how female customers respond.
The fact that younger buyers prefer a formal suit likely relates to the image associated with it. Psychological studies have shown that formal clothing is often linked to authority and professionalism. This effect may be stronger among younger consumers who have less purchasing experience than older buyers who have bought cars before. In the end, it is not the suit that sells the car, but the sense of trust it creates.
