I am numbed. I am paralyzed. I feel like a mindless zombie. I am a usually confident, independent, competent businesswoman able to negotiate major contracts with ease, yet now I become horror-stricken at the prospect of buying a new blouse. I am a victim of rampant image consultants.

Currently, there seems to be a rash of image consultants running amok like a gang of power-hungry Amazons saving the world from images which sicken them. Unfortunately, the victims of their siege often did not ask for advice. One image consultant told me she "could really help me." I felt like my $350 suit had suddenly turned to burlap and I was incompetent at dressing myself.

Feeling that there might really be something wrong, I enlisted the aid of an image consultant -- at $500/day. Knowing that you get what you pay for, I felt the expense would be worth it and would enable me to shop competently without ever again buying another "dog" which sits naggingly in the back of my closet. I left her office confident that I would now dazzle the business world with my panache.

Shortly after my session with this I.C. (Image Consultant), I encountered one of her competitors. Barely had I introduced myself before she informed me that my colors were "all wrong" and that she could help me project the image I wanted -- for $150/hour.

I was livid. What made her think that I would ever do business with her after she so openly insulted me? I realize that part of selling is making people recognize a need, but this was going too far. Not only do many I.C.'s need sales skills, they need basic communication courses.

Finally I decided to get the word from one of the nation's best. The input was no brighter. He informed me I was truly one of those people who had no taste. He told me that my outfit looked like "a nun's idea of sexy" and "a librarian's night out." He said that another outfit, a $400 Evan Picone suit, looked like I "worked damn hard for Ma Bell as a supervisor for $18,000/year."

Now you may think either I look like a bag lady or am a frump. Neither is true. I often get compliments from businesspeople whose opinions I respect, and frequently conduct training seminars with Fortune 500 companies, neither of which is likely if I didn't look professional, successful and well put together.

I realize that, at some time or another, most of us want a second opinion in choosing clothing. Unfortunately, however, the image consulting rage is creating incompetency, not competency. Women are feeling helpless and powerless rather than more powerful in this area. I now feel incompetent without the help of a personal shopper ($60/hour) to help me determine if the color, lines and fit are right for me.

Good image consultants build confidence and teach what makes a professional image, yet too many mediocre I.C.'s merely want to sell their shopping service, make-up line, color wheels, etc. They have no interest in teaching what fits the client, only in selling more services.

There is a bonified need for some guidance in appropriate business attire. In fact, in my seminars I reinforce the major impact of a first impression. However, I think often the reason for the I.C.'s comments and behavior is to justify their existence and to seemingly create a need.

Interestingly, all image consultants have different opinions on what looks good. Although good image consultants base their advice on research, mostly they sell their opinions. Until they realize this, become sensitive to their customers and respect their potential customers' egos and opinions, they'll never receive the success they want.

Rebecca L. Morgan, CSP, CMC, is a dynamic speaker and seminarist. She is the author of seven books including: TurboTime: Maximizing Your Results Through Technology, Calming Upset Customers, Life's Lessons: Insights and Information for a Richer Life, and Professional Selling.

For information on her speaking services, books, and tapes contact her at:

1440 Newport Ave.,
San Jose, CA 95125
408/998-7977 or 800/247-9662
fax: 408/998-1742

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rebecca@RebeccaMorgan.com
www.RebeccaMorgan.com.