Looks are important. In training seminars I have this conversation with many people who argue that doing a good job is more important than looking impressive. Whilst I agree with this in principle, I do feel that customers have a greater sense of confidence if you look the part. Going into a shop or restaurant and being served by a dishevelled, unironed member of staff, gives the impression that they don’t take their job seriously and by association, they don’t really care about the customers.
Imagine two electricians coming to your home to fix a fault. Electrician number one is wearing a neat, pressed uniform, with a clean compact toolbox, she is well groomed and looks the part. Very confidence inspiring. The second electrician arrives in a crumpled pair of dirty overalls, with pockets full of tools and cigarette hanging out of the corner of her mouth. Both electricians can be equally good at what they do, but it is far more likely that the first one will be invited back again because they look more professional.
Looking the part shows that you want to impress your customers. You care about your appearance and you want your customers to be impressed. The same principal applies to company vehicles, the workspace, even advertisements and promotional material. It is all about looking the part. That is after all what your customers are expecting.