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

Trade 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

Answering retailers’ questions

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 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.

…Keeping motivation levels high This can be found in reducing hours where possible and practical, job sharing and by delegating and evenly sharing duties. Moving staff around different departments in a business makes for a good all-rounder. It is important they are familiar with all aspects of your business and it also helps them avoid burn out. Happy staff = happy customers.

…Controlling guests Some retailers I saw at Harrogate were keen to find out how to keep the buzz without compromising on customer service and care when looking to lead appointments. We talked about how to maintain control (in the loose sense of the word) as it is guests of the bride who can often make or break the sale. The familiar scene of the party splitting up, picking out dresses for the bride to try ‘for fun’, putting veils on their heads and drinking all the booze! a reasonable distance emotionally and professionally. It is a juggling act and a fine line between maintaining just enough niceness/friendliness in order to avoid becoming a walk over. and if it doesn’t work, change back. Nothing has to be set in stone.

…The etiquette of following up customers who don’t buy today I chatted to several retailers who never follow up customers. There is nothing inherently wrong with that, it is though a shame as doing so can add sales to your figures. As with everything bridal retail, it’s all in the delivery.

…Handling difficult customers There were so many comments made in my sessions about handling complaints and managing ever-increasing expectations, both during and after appointments. This is a real art and so important, I am developing a new course specifically covering this subject; it will be available in the new year to purchase and download via the shop on my website. …Striking the balance between being nice and too nice I always love to talk about this because it is a huge deal for retailers. Knowing how and when, and whether to cross from professional into friend. Once you have crossed that line, it’s really hard to step back when required. It’s always best to maintain …Whether to charge for appointments Some business owners who came to my stand voiced concerns about whether to charge for appointments and if so, just for Saturdays/ weekends/VIP appointments, or every day? I am not overly surprised by their hesitancy. I suggested that a try-it-and-see approach is the way forward. I know there are retailers who will never, ever charge for appointments and that is their prerogative. It has to be taken on a shop-by-shop basis. If everyone in your area charges, then it becomes normal and won’t be questioned by your customers. Equally, you may choose not to charge in your area as a way of attracting customers. As I always say, you must do what suits you and your business. There are no golden rules!

Customers of mine, having taken the decision to charge for their time, have found that no-shows and cancellations have dropped off, which is good news. Be brave and give it a try. You have nothing to lose, …In house seamstresses I am sure this will resonate with many of you. I had a business owner ask me about whether they should carry out alterations in store. This is a difficult one as either way has its pros and cons. It can often add kudos to your business to be able to offer this service. However, offering it also brings its own unique problems. And we know all about them, don’t we! There is no straightforward answer. If you have the room, the best seamstress you can find and can work well with, then go for it. If however, you prefer to let your customers go off to reputable seamstresses you have suggested, then that may well be enough. As I said earlier in this feature, it’s all in the delivery. How you say something and what you say can make or break a sale. One thing I am sure of is that you are the absolute best in retail. You are a fantastic high street success story and should be very proud of your achievements. I am looking forward to all the

Moving staff around different bridal shows coming up next year. Hope to see you at one departments in a business makes of them. Keep an eye on my for a good all-rounder social media and website for announcements.

In 2023, Helena celebrates her 20-year anniversary in business. The training courses she runs are perfect for both brand new and experienced staff members, and all sizes of businesses and budgets.

T: +44 (0)1582 451238 /+44 (0)7896 944759 E: info@helenacotter.co.uk www.helenacotter.co.uk Insta: hccoaching Twitter: @hcSalesTrainer Linkedin: Helena Cotter