When making a sales presentation or entering into any business negotiation, your appearance and demeanor can be every bit as important as the content of your proposal. You want to project confidence, trust-worthiness, and competence. Items such as a leather briefcase, or a well-fitted business suit help establish your character positively as soon as you walk in the door.

The old saying about first impressions is true, studies show that people form lasting opinions about the people they meet within the first 30 seconds. These impressions are important. You should decide before any important meeting exactly what you want your appearance to convey to those with whom you will be meeting. Think about your clothing, your haircut, accessories like leather briefcases, and anything that will likely get noticed when you enter the meeting room.

The items that you carry with you should be made of quality materials, that say you plan for the long term, and have a track record of success. A high quality leather briefcase, for example, says that you pay attention to details and are prepared. A few binders carried under your arm can say just the opposite. Even a lower quality vinyl briefcase can give a bad impression. It might lead one to believe that you opt for the cheaper solutions without worrying about quality or products that will survive for the long-term. If your client or business partner feels that you will treat your relationship with them in such a casual manner, they are most likely going to be less inclined to do business with you in the first place.

A good leather briefcase, should not only create an image of preparedness, but should be a virtual office away from the office. It should be carefully stocked with anything that you might need during a day on the road or during a meeting. It should contain everything from breath mints to writing pens. A briefcase should contain extra business cards, product catalogues, and of course order forms. When carrying a briefcase to a meeting, you should never have to make excuses for leaving something behind at the office, or running out of something. Before any meeting, do an inventory check on your briefcase to make sure it is stocked with everything you’ll need. This will also help establish that you are well-prepared for every eventuality that might arise.

While first impressions do count and are very important, they are not the only thing that matters. During the meeting you’ll need to back up that first impression with not only with your speech and demeanor, but the content of your presentation as well. Appearance and first impression can help strengthen your pitch, but it can’t be a substitute for competence.