Answering retailers’ questions At Harrogate, Helena Cotter met many retailers who wanted to expand their knowledge, learn some top tips and hear it all from an acknowledged expert
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rade shows present a great opportunity to meet potential customers, learn about their businesses and of course, to catch up with existing customers, too. Retailers who spent time at my stand at Harrogate were keen to find out more about the inhouse, online and live chat training courses and services available and to learn how investing in their staff pays dividends Generally, discussions focused around the following: …How to get that sale By far and away, this is the very first question I am asked. Retailers tell me they know a lot, it’s just that final bit they need help with – the
end of an appointment and closing the sale. It can often be a challenge and something which makes some people nervous. Thinking about what you are going to say can make you fearful, and brides can sense that fear, which isn’t ideal. Often due to what could be described as the theatrics of an appointment – working hard to keep up the momentum, the self-motivation, and the brides (and sometimes their guests) can be emotionally and physically draining. Energy levels can drop and so can sales. Running on empty in terms of ideas about how to move the appointment to a successful conclusion can only lead to the bride walking. And they’ll go straight to another shop and buy. I was asked for advice about the age-old issue of the bride who states they want to “Think about it” at the end of their appointment. That can be interpreted as a no. It can be very trying to get all the way through the appointment and be greeted with that phrase, especially when the bride and her entourage are giving off really positive vibes. At that point, the bridal consultant may be worn out and genuinely
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unsure about what to say or do! Usually, they will say “Would you like to book another appointment” which gives the bride a way out. When all other avenues have been exhausted, and nothing appears to be working, you need to be able to sell. Being able to dip in and out of your skill set to ensure a mutually positive outcome is therefore vital. ...Customers who want to keep looking around I was surprised that this has become a huge issue again. It disappeared for some time and has now come back with a vengeance. They don’t want this experience to end. I gave advice about how to stop that cycle. And, importantly, how you do it without coming across as pushy and manipulative, which is a big no-no. …Improving footfall Retailers were asking what more could be done to get brides through the door and for them to buy a dress. We all look at social media to a greater or lesser degree, so focusing on delivering to your accounts is paramount. And of course, don’t forget your website. This is your shop window.
