TRAINING

Moving Forward

We’re all having to adapt to a new way of working in this very different world of ours, and now more than ever your team needs to know what is expected of them and how best to achieve it

Speaking to staff regularly (in person as opposed to via SM) will help alleviate any niggles, worries, or concerns and feelings of uncertainty that they may be experiencing.

Regular meetings are invaluable in order to recognise the systems and structures that may need extra input from you in order to help staff excel in their positions.

I understand some bridal business owners work remotely – and their reasons why. However, physically being in your premises regularly will help reinforce your commitment to your staff and to the business. It will give a good deal of reassurance to everyone. Strong leadership is vital in any business.

Addressing changes in the current climate

Adapting to new ways of working can be choppy waters for everyone to negotiate. This inevitably trickles through to impact on your customer’s experience, too.

New rules and regulations from the Government seem to be constantly developing. Having to try to integrate these changes and adapt them into your business takes patience and creativity.

Keep all your staff in the picture regarding how Government and societal changes may affect your business and their jobs.

Their roles, and the intricacies of how they do their jobs, have already evolved, haven’t they, from the wearing of face masks, sanitising everything regularly and the whole process of running appointments. The length of an appointment may be longer or shorter now. The number of guests a bride can bring with them may have lessened – in some cases no bad thing.

Feelings of uncertainty and instability are normal. These feelings are best managed and worked through in a natural and easy way. Use what could be perceived as negative energy in a positive way.

Don’t panic and beat yourselves up. Go with the flow, take your time, and remember to breathe!

Are you and your staff firing on all cylinders?

Life has been very challenging over the past 18 months. All of us are having to adapt to a new way of working. Let’s remember your team may also find it challenging to adapt when getting back to work.

Having been away from the business for such a lengthy time can bring up old habits which were present pre-lockdown. It’s important to recognise this and work through any issues in a timely fashion.

Bridal retail, as we all know, is very hard physical and emotional work. All those who work on the shop floor – and indeed anywhere in your business – need to have bags of energy, stamina, and motivation.

Sometimes this can be hard, particularly in a busy retail environment, a Saturday afternoon, for example. I remember very well.

Grabbing a sandwich as you are going along. High heels in the morning and flats in the afternoon. Talking so much during the day your mouth becomes dry.

And who can forget, pin thumb and pin finger! Yes, our poor digits which ache and bleed. Not to mention bridal shoulder from carrying all those heavy dresses!

So, ease staff back into their jobs. Avoid piling on the workload. Where possible, divide appointments and floating duties between staff giving everyone a change of scene and time to recharge their batteries. Stagger appointments and workloads; ensure regular breaks.

That way, you can be confident your team and your customers are getting the most out of their customer/bridal consultant interactions.

TALK AND MORE TALK Constant communication with your team is vital if they are to deliver the best

Provide extra training and guidance

The airline industry I heard on the national news, while writing this piece, is re-training staff returning to work. From the all important baggage handlers, through to air hosts/ hostesses and even pilots.

It seems that everyone has become a little rusty in recent months due to WFH (work from home), not working at all, and popping in and out of bricks and mortar businesses.

Training and retraining in all aspects of staff duties and responsibilities should be pertinent and regular. This industry has changed dramatically over the past few years, and certainly in the last two.

Ensure you are giving your team the most compatible, relevant tools required for their jobs. Investing in the right advice and training will help you meet new challenges head on.

And, as an added bonus, not only will you all reap the financial rewards of an even more successful business, but you will also stay one step ahead of your competition, securing and retaining your well-earned place as the number one bridal retailer in your area.

Managing change

Keep a comprehensive list of jobs to do which you and your staff review regularly: daily/weekly/monthly. Focus on the top few that you need to work on day by day so that you are able to support your staff and your business in a way which ensures continued success.

Take your staff with you on this fantastic journey. Let them be part of your story. Statistics show when staff feel valued, productivity, positivity and job satisfaction skyrocket.

Your customers

It is important to remember, as our lives and jobs have changed over the past couple of years so, undoubtedly, have your customers lives, too.

More than ever, they want to shop around. They have been deprived of this amazing experience and now want to make the most of it. It is important then that you have the necessary sales, listening and negotiating skills to help them in their decision-making process.

We live in a world of instant gratification (whatever happened to delayed gratification?!). Your customers may now expect instant and perfect customer service and won’t shy away from getting onto their SM and talking about what they consider are bad experiences.

And as we all know, their feelings and expectations can more often than not be heightened to stratospheric levels and blown out of all proportion.

The whole process of handling customer objections, therefore, needs to be managed smoothly, in a respectful, knowledgeable, and above all, professional way. Only by doing this can you ensure a mutually positive outcome.

While bridal retailers and staff, in my opinion, offer the absolute best of the best in customer service and care to be found in any retail environment, we can always improve and should always aim to maintain the highest of standards; the WOW factor, if you like.

Having said that, avoid trying to be everything to everyone. As I always say, small and perfectly formed is preferable to diluting your business to such an extent by trying to attract every single customer out there.

You’ll find that the core of who you are, your values and beliefs; the reasons you started your business will become compromised. Focus on what you do the best.

I believe – and teach – that it is so important to recognise when good is good enough.

Lockdown again?

Another round? Surely not? I hope not. It’s as well to prepare for this scenario to happen again, though. Make the most out of the winter months, which historically tends to be a quieter trading period. You could consider one of or all of the following: a sample sale, a promotion, a competition, a fashion show, etc.

Keep your brides in the picture about what is happening in your boutique. Maintain a visible presence on SM because this is where your customers will undoubtedly make up their minds whether they feel you can help them or not. Be there for them.

Establish your boutique as the place your brides want to be a part of; your unique community that offers a safe space, somewhere they are guaranteed to have a fabulous experience, and where they will find and buy the dress of their dreams.

Promote a feeling of belonging which in turn will generate a human connection. Isn’t that what we have all missed this past two years?

All the best moving forward and keep up the amazing work.

Helena Cotter

E: info@helenacotter.co.uk W: www.helenacotter.co.uk Insta: hccoaching Twitter: @HCSalesTrainer Linkedin: Helena Cotter