I would say that if you are in a Customer facing role (which you clearly are), then you really should be looking as good as possible. First impressions last, so I would make sure that your hair is neat and clean looking and you just keep a smart-ish goatee and wet shave the rest every day. No-one will pull you up on that. By the sound of things he
is doing the "Big dog" thing and is giving you an idea of his perfect candidate. A small effort on your part could go a long way by the sounds of things.
Think about it this way - if you are called at short notice to visit a client (no time to shave) and they're a bit "Old School", you might not come across as well as you could. That might be the marginal difference between getting a big contract and not - something as small as that can make a massive impression on people.
I've always been a bit scruffy since I stopped doing customer facing work - I don't always shave now and apart from weddings and funerals I haven't worn a tie in 10 years so I am hardly one to judge; that said I did spend 12 years in various customer facing roles and appearance was absolutely paramount.
Oh, and b*ll**ks to him about your smoking - just don't do it before a meeting!
