The growth of any salesperson begins with the realization that the process of selling is not a struggle against customers or prospects, but a struggle against oneself. To assist your professional growth, Personal Selling Power has created this special section which contains a collection of recent discoveries and observations made by leading experts in fields directly related to sales success.

Appearance

Dr. Charles Larson and Shelley Welton, two researchers, recently reviewed scientific evidence suggesting that attractive persons do better in this world.

For example, University of Maryland psychologist Harold Sigall concludes:

"Physical attraction is a critical and positive variable, especially when one is making a first impression."

Studies show that handsome defendants in jury trials are less likely to be convicted. Also, comparatively attractive defendants receive more lenient sentences.

Other research suggests that attractive persons are judged more intelligent, exciting, competent, persuasive, likeable and successful than unattractive persons.

A number of research papers continue to underscore the cultural stereotype that "what is beautiful is good."

Psychologists think the advantages of looks can be explained in part by the effects of a lifetime of positive judgments on an attractive person's self-image. One's self-concept develops from observing what others think about oneself. Thus, if a physically attractive person is consistently treated from an early age as a virtuous person, he or she may be likely to become one.

To gain this advantage, therefore, many try to look better through dress, development of poise, or even cosmetic surgery. Dr. Harry C. Stein, who has improved the looks of salespeople, consultants and politicians, views cosmetic surgery as a means the patient chooses to improve an important asset. "After surgery, patients feel better about their appearance, so they can concentrate more on their work."

In a meritocratic society, where hard work and motivation are supposed to be the key factors, the idea that attractiveness gets better results is an uncomfortable one. Even social psychologists turned a blind eye to the implications of beauty until the late '60's, despite the obvious fact that pretty faces have been turning heads for centuries.