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In the competitive world of awning and shade product sales, first impressions can be as important as the quality of your materials or the precision of your measurements. Whether you’re helping a homeowner envision a cozy enclosed porch or pitching large-scale commercial shade solutions to a business, how you dress plays a key role in building trust, establishing authority and reinforcing your brand.
Sales is about communication and not just verbal communication. Your clothing silently tells your customer whether you’re prepared, professional and detail-oriented. The way you present yourself can affect how customers perceive your pricing, craftsmanship and even the durability of your product.
When you’re selling awnings, especially in outdoor or construction-adjacent settings, you face a unique challenge: balancing professional appearance with practical workwear. The key is to find a functional middle ground—clean, durable, branded apparel that aligns with both the consultative and technical sides of the job.
1. Dress for the environment you’re selling in
Residential sales appointments
Homeowners want to feel confident inviting you onto their property. Your goal is to appear trustworthy, friendly and competent. A clean polo or button-up shirt with a company logo, paired with neutral-colored slacks or durable work pants, strikes the right balance. Avoid overly casual attire, such as jeans with holes or loud T-shirts, as these can reduce your credibility even if you’re highly skilled.
Commercial and business-to-business sales
When presenting awning solutions to restaurants, storefronts or property managers, your appearance should lean more formal. Business-casual is typically ideal, such as pressed chinos, a belt, leather or composite-toe shoes and a collared shirt or jacket with your branding. In more upscale or corporate settings, a blazer or sport coat may be appropriate.
Job sites and field consultations
If your sales visit includes taking measurements, climbing ladders or inspecting an outdoor structure, opt for a uniform that says “ready to work.” Branded, durable shirts (short or long-sleeve, depending on weather), rugged work pants and safety-toe boots show you’re prepared for the hands-on portion of the sale. Keep a tape measure or laser measurer on your belt or in a pocket, even if you’re not the installer. Customers appreciate a rep who knows the process.
2. Put your brand front and center
Every touchpoint with the customer is a branding opportunity. Wearing consistent, high-quality branded gear reinforces your company’s image and builds familiarity and trust.
- Shirts, hats and outerwear should display your logo clearly but professionally. Avoid oversized or overly flashy designs.
- Colors should be consistent across your sales team and match the style of your marketing materials, website and vehicles.
- Uniformity among employees is especially important if you send out multiple teams or work events like trade shows or home expos.
If you’re a small business owner, your own appearance should reflect the same branding discipline you expect from your team.
3. Dress functionally, but don’t sacrifice professionalism
Selling awnings often means moving between office spaces, homes and outdoor areas, sometimes all in one day. Choose clothing that holds up to physical demands while still making a good impression.
Look for:
- Moisture-wicking, stain-resistant shirts
- Stretch-fabric pants that allow movement without looking sloppy
- Utility belts, bags or clipboards that help you stay organized without looking overloaded
Avoid:
- Graphic tees
- Dirty or torn clothing
- Overly casual footwear like sandals or sneakers (unless branded and appropriate for light outdoor use)
4. Adapt to the seasons without losing your look
Seasonal weather shouldn’t force you to abandon your professional image. Plan ahead:
Warm weather
Choose lightweight, breathable fabrics with UV protection. Light-colored polos, khaki work pants or shorts (if acceptable for your clientele), and sun-blocking branded hats help keep you cool and sharp.
Cold or wet weather
Layer up with branded jackets, insulated vests, or waterproof outerwear. Keep an extra pair of dry shoes or boots in your vehicle in case you need to switch before an indoor appointment.
Transitional seasons
Keep an extra layer with you (like a branded zip-up) so you can adapt as temperatures change throughout the day. Looking comfortable and in control, regardless of the weather, adds to your credibility.
5. It’s all in the details
Small details can make a big difference in how customers respond to you.
- Grooming: Clean hands, nails and facial grooming matter, especially when you’re showing samples or pointing out site features.
- Footwear: Durable, comfortable shoes that look intentional (not worn-out sneakers) help ground your professional image.
- Accessories: A clean clipboard or tablet, tape measure, business cards and product swatches make you look prepared and invested in the customer experience.
- Hygiene: You may be outdoors and working, but staying fresh is key. A quick clean-up before appointments, especially in the summer, can go a long way.
Dressing well for awning sales is about more than just looking nice. It’s about communicating expertise, preparedness and attention to detail. Whether you’re selling porch curtains in Northern Michigan or sun shades in the Florida heat, your attire should match your market, climate and customer expectations.
When customers see you, they should think, “This person knows what they’re doing and represents a company I can trust.” That trust—earned before a word is spoken—can make the difference between a quote and a closed deal.
Dennis Rushing, MFC, is the owner of Traverse Bay Canvas, Harbor Springs, Mich., and a member of the Professional Awning Manufacturers Association’s advisory board.