Clothes don't make the man but can make a technician

The saying goes, clothes don't make the man. But classy, distinctive employee attire helps boost your business' image in the eyes of consumers.

In previous columns, I have stressed that looking the part of proud professionals is essential to earning diagnostic fees and labor rates commensurate with your knowledge and experience.

The overwhelming majority of people purchasing automotive maintenance and repairs are women. Traditionally, women notice details such as employees' clothing and overall grooming more than men do.

During my travels reporting on the automotive repair industry, I have seen that sharp uniforms are a common characteristic of successful service shops and tire dealerships.

For one thing, their attire may not appear in a fashion magazine, but it still is neat and crisp. None of their apparel is torn or threadbare. What's more, the clothing clearly identifies each worker as an employee of that particular auto service facility.

For another thing, savvy bosses use distinctive clothing that distinguishes themselves and/or other managers from rank-and-file employees. They have stressed that consumers expect and want to recognize the person or persons in charge.

Unfortunately, I still encounter auto service facilities employees where and/or managers are not wearing distinctive, professional uniforms of any kind. Although the crew may be very talented, their mismatched clothing doesn't reflect their knowledge and ability.

In fact, their tired, sometimes threadbare garb doesn't project personal — let alone professional — pride.

These service facilities do themselves another disservice because consumers cannot tell the difference between an employee and some vagrant who wandered into the building.

Furthermore, there's no clear distinction between techs and managers or owners there. Simply put, confusion doesn't breed consumer confidence.

The accompanying photograph of a trusty old lab coat also informs my views about the potential impact of employee attire.

You see, I do a lot of in-shop research and photography. Eventually, I invested in some blue lab coats (purchased at a uniform store). A lab coat protects me and my clothing whenever I work in service bays.

But over the years, a basic blue lab coat showed me how consumers may react to attire.

First, many motorists — people I've never met — made a point of walking over and complimenting my lab coat.

Second, whether I was back in the bays or in the front area of the business, people have made a beeline to me, assuming that I was an authority figure. Before I've a moment to react, I've been peppered with questions about car trouble, the cost of a repair, scheduling — you name it, people have asked it.

Yes, these questions should have been directed to a manager at that business.

I'm not insisting that readers purchase blue lab coats, but I am reminding you that attire may matter more to your overall image than you realize.