I read a study a couple years ago that indicated people make a decision about the trustworthiness of a website in less than one second. 几年前我看到一项研究，表明人们在不到一秒的时间，对一个网站的可信度作出决定。

Yes, I said less than one second. Think about it. 是的,我说不到一秒。考虑一下吧。

How long does it take you to form an initial opinion of a website? Is it one second, two seconds or five seconds? 你会花多长时间去形成对一个网站的初步意见呢?一秒、两秒、还是五秒?

Just as people quickly form an initial opinion of a website, they also are quick to form an opinion of us. 就像人们迅速形成对一个网站的初步意见,他们也会很快构筑一个对我们的看法。

After all, do you notice how people look, what they are wearing and how they comb their hair? 毕竟,你是否注意到人们长得如何,他们在穿什么,他们如何梳理发型?

Whether you acknowledge it or not, you are a forming a mental picture of this person within a short amount of time. 不管你承认与否,在很短的时间里，你的脑海构筑了这个人的形象。

How we look plays a significant role in our overall brand, but it is especially important in the business world. 我们的长相在整体品牌中扮演一个重要的角色,但是它在商界尤其重要。

The first impression you make on people creates a lasting impression. 你给对方留下的第一印象创建了一个持久的印象。

In fact, if you fail to make a positive first impression, you may never be given a second chance. 事实上,如果你不能留下一个积极的第一印象,你可能永远不会得到第二次机会。

This is especially true when going on a sales call or a job interview. 当你打一个销售电话或面试，尤其如此。

Just as your smile,handshake, eye contact and ability to remember someone’s name are components of an initial first impression, so is your appearance. 就像你的微笑,握手,目光接触,能够记住别人的名字等，构筑了你最初的第一印象的一部分,你的外表也是同样。

As we know,companies spend millions of dollars on packaging and branding their products because their research teams have determined that the look and feel of a product impacts buying decisions. 如我们所知，公司花费数百万美元来包装品牌产品,因为他们的研究团队已经确定,产品的外观和感觉影响购买决策。

Using the smae research,wouldn’t it make sense then that we consider how our appearance affects the price we are able to charge for our services? 那么我们认为我们的外表影响我们服务收费价格，那难道没有道理吗?