There are several excellent books that discuss professional dress. John T. Malloy's Dress for Success is one of the best. The research Malloy conducted to develop his recommendation is outstanding. The objective is to help your prospect relax and defuse defense mechanisms so you can discover the person's true wants and needs. Defense mechanisms are natural and shouldn't intimidate the sales professional.
Defenses come from the prospect's fear of being taken advantage of.
The quicker trust and sincere interest are established with the prospect, the more likely a first-visit sale will occur. This is accomplished through the use of probing questions as well as observing your prospect's responses and reactions to the various products he or she comes in contact with. Stay totally focused. Incorporate positive statements into normal conversations, such as the length of time your company has been in business, sizes and types of products and services you offer, brand names, warranties and special training you've had. As a matter of fact, we are one of the largest companies of our kind in the area.