" A person's physical appearance often communicates far more than their words. Often, people who come to me with a business plan or to ask for money look like mice that have been chewed on by a cat. No matter how good their plan, their physical appearance is a limiting factor. In public speak- ing, it is said that body language accounts for approximately 55% of communication, voice tone 35%, and words 10%. If you remember President Kennedy, JFK, he had 100% work- ing for him and it made him a very powerful communicator. While not all of us can be as physically attractive as he was, we can all do our best to dress and groom appropriately to make our points stronger. An investigative TV program recently sent in very attractive job applicants and unattractive job applicants with exactly the same qualifications on their resumes to interview for the same jobs. It was interesting to note that the attractive appli- cants got more job offers than the unattractive ones. A friend of mine sits on the board of a bank and shared with me that the president they had just hired was brought on board because of his appearance; he looks like a president. When I asked about his qualifications, all he said was, "His ap- pearance was his qualification. He looks like a bank president should look and speaks in the way a bank president should speak. The board will run the business. We just want him to 348 Rich Dad's Guide to Investing attract new customers." I use this example for anyone who says, "Oh, my appearance does not matter." In the world of business, appearance is a powerful communicator. Repeating an old cliche, "You have only one chance to make a first impression." The Difference between Sales and Marketing While still on the subject of communications, rich dad in- sisted that Mike and I know the difference between sales and marketing. He would say, "The big mistake that most people make when it comes to communication is that they say 'sales and marketing.' That is why they suffer with low sales or poor communications with staff and investors." Rich dad would go on to explain that the real statement looked like this: SALES MARKETING He would add, "The real trick to communication is know- ing that it is really 'sales over marketing,' not 'sales and mar- keting.'" He added, "If a business has strong and convincing marketing, the sales will come easily. If the business has weak marketing, the company must spend a lot of time and money and work very hard at gathering sales." He also said to Mike and me, "Once you learn to sell, you need to learn how to market. An S quadrant business owner is often good at sales, but to be a successful В quadrant busi- ness owner, you must be good at marketing as well as sales." He then drew the following diagram: Communications Management 349 Sales \ He said, "Sales is what you do in person, one on one. Marketing is sales done via a system." Most S quadrant busi- nesspeople are very good at one-on-one sales.