Bumps & Bruises
Dress Codes for Client Presentations
by Mike Rounds

A few years back I did a series of programs for Miller Brewing Company. They have local offices so I drove there and gave my marketing programs to their staff. Then, they wanted me to go to Miller Valley in Wisconsin, so I called American Airlines and booked the trip.

After you’ve flown as many miles as I have, the airlines give you special favors that the ordinary traveler can’t get - like shipping me to Chicago and my bags to Cleveland, at no extra charge.

It was Thursday night and I had on a blue nylon-jogging suit that I fly in plus all of the materials to do the program on Friday. Without a suit, I asked myself the question: "Self, what are you going to do tomorrow?"

The answer came back: "Is this a trick question? Of course you’ll do the program whether you have a suit or not. Some of the executives will undoubtedly have had their bags misrouted and will be totally understanding."

At 6:00am the next morning, as I was preparing to leave the hotel, a knock on the door announced that American Airlines had sent my bag over. Totally delighted, I whipped out the iron, pressed the suit, got dressed, and left for Miller.

As I sat at the front of the room watching the executives file into the room in jogging suits, levis, sweatshirts, and basically casual clothes, it occurred to me that I could have saved a lot of grief, as well as putting everything I needed in one carry on bag, if I had only taken the time to determine what the dress code for the day would be. For Miller, Friday is casual day.

Lesson: I’m not suggesting that you "dress down", but you’ll be perceived as "familiar and non-threatening" if you are dressed the way your primary attendees are, so do a little investigatory work and make your life more hassle free.