THE BRIDE’S JOURNEY
TONE & LANGUAGE
We are fun, friendly, and approachable so the way we converse with the bride should be too!
Instead of using stuffy vocabulary and terminology she won’t understand, we try to make the appointment feel natural and the word we use understandable and relatable. For example, instead of Chapel Train we’d say, “that’s a MidiTrain”.
To enhance the conversational style of our styling and service approach we also avoid using the word “No!”. It’s never that we can’t or won’t do something, it’s always what we can and will do instead.
Here are a few examples…
IT’S NOT…
● We don’t offer alterations in-house
● We don’t do custom dresses
IT IS…
● We work with amazing local alterations partners
● We can recommend alterations to help make this dress fit your vision
● We can’t take walk-ins today
● You just want to try on dresses for fun?
● Thanks, bye
● I’d be happy to take your number and call if something opens up, or book you for a future date
● We think it’s great you want to get a sense of what you like before booking a future appointment
● Is there anything else I can help you with today?
In addition to learning how to say “no” without saying “no” we also need to be cognoscente of how our words can make a bride feel. She is planning to make one of the biggest purchases of her life with you (monetarily and emotionally) so the words we use to describe her in our dresses is just as important.
Words to avoid when describing a bride in our dresses…
Cute
Sweet
Precious
She wants to feel…
Ravishing
Graceful
Gorgeous
Charming
Alluring
Stunning
EXPECTATIONS AS A VOW’D STYLIST
At this point you might be asking yourself, “what is my role as a stylist and how do I play a part in the big picture.” Well, let’s review your role and the expectations of a Vow’d Stylist.
● You are her cheerleader and her advocate. Don’t forget that we are here for her!
● Really listen to her concerns, like and dislikes. Have you ever been shopping and just felt like the brand reps or stylist just wasn't getting it? Well this is probably because they were not truly engaging with you or listening to your needs.
● Tell her she looks stunning, boost her confidence. Wearing a dress, let alone a wedding dress, might be a venture for our brides coming in. So, be her advocate and remember that you are there to make her feel beautifulinside and out!
● We are here to bolster and encourage her.
● Do not give your negative opinion unless asked by the bride.
● Never say the words,”bigger size”...instead say,”better size or more comfortable”.
● Do not let your own opinion and style cloud the bride’s vision. Just because we may love a certain dress/style or think she will look amazing in a dress, does not mean it will fit with her vision. Remember this is HER big day and she has envisioned it since she was little. Be there to hold her hand through the experience.
● Ask the bride questions about the wedding planning, what she does for fun, etc. Do not solely talk about the dress. Give her a holistic experience and try to get to know her!This will also help guide you through her journey.
● People will never remember what you say but they will always remember how you make them feel.The expectation is that every bride leaves here feeling happy, empowered and loved on.
EXPECTATIONS AS A VOW’D STYLIST (cont.)
● Even if the bride does not purchase her dress here she may recommend us to other brides and bridal party’s.
● Mention that we have bridesmaid dresses and little white dresses!
● Be aware of your body language. Do not look uninterested, disengaged standing in a hostile position.Your arms should never be crossed.You want to have warm and welcoming body language.
● When carrying dresses on the hanger, do not drag them!
● Clip the bride inside of the dressing room.
● Make sure the hang straps are tucked into the dress and not hanging outside the dress. Our dresses are beautiful and we want to showcase them in that same light.
● Always carry her train to the podium and fluff out the train.
● Each dress the bride tries on, take it off the hanger and place it on the ground so all she has to do is step in.
● Take the dresses she has already tried on out of the room and hang them up on the put back rack or keep her favorites hung on the outside of her fitting room.
● Remember we do this everyday, for the bride this is a once in a lifetime moment and it is our job to give her that perfect experience she deserves!!!!
● If a bride is unsure/feels overwhelmed, always offer to make a follow up appointment. We do not want to ruin her excitement by making her feel anxious or rushed through the experience.
● If you have any questions or are unsure about something -ASK!Ask the store leader or senior stylist because we do not want to give the bride the incorrect information. It is ok not to have an answer to every question, but it is not ok to give her an “I don’t know” answer and leave it at that. Just make sure to ask!
● If you are feeling stumped about a dress for a bride, ask another stylist for a suggestion! We are a team - we are here for each other!
OUR SERVICES/APPOINTMENTS
Your job is the most important in our company because you work directly with our guests every single day. With great power, come great responsibility and it is your responsibility to provide the unimagined wedding experience to every guest who walks through your door.
These training sessions are designed to help you prepare for that responsibility, but above everything else you learn - remember that you are empowered to make her experience one-of-a-kind.
Listen to her, respect her and celebrate her!
One way you can set yourself up for success is to prepare for her arrival. Her experience begins before she walks through our door.
Bridal Appointment - 90 minutes
Our most important offering, each bride gets a dedicated stylist to help them narrow down their favorites, offer fit and styling advice, and create a once in a lifetime memory with their closest friends and family.
Bridesmaids Appointment - 60 minutes
Meant to be a more casual appointment than the bridal appointment. We recommend keeping this fun and playful. Offer refreshments, group try-on sessions and review all the color and styling opportunities.
Accessories Appointment - 60 minutes
Meant for the bride who has already purchased her dress, this appointment allows her to bring her dress in and try a variety of accessory styles to determine the best head-to-toe look for her big day.
2nd Bridal Appointment - 60 minutes (M-F only)
If a bride is indecisive after her first appointment, we suggest encouraging her to book a 2nd bridal appointment. Shorter than the 1st, this is an opportunity to try-on her top 2-3 styles and make the final decision!
PRE-APPOINTMENT
Each week your store leaders will review the upcoming opportunities and assign stylists to confirm those appointments with the guest.This helps to cut down on the number of no-show appointments and is a way to confirm guest details prior to their arrival.
When a bride fills out her appointment profile online or over the phone with you, she is providing you with a treasure trove of information. Sometimes she’s in a rush to fill out the profile and leaves a few things out.The confirmation process gives us a second chance to capture that information.
You can text, call or email the guest, though we’ve had the greatest success with texting them - no one likes to talk on the phone anymore! Meet her where she’s at through whichever means works best for her.
Confirmation Example - INCOMPLETE INFORMATION:
“Hi Lauren, this isAmanda from Vow’d. I’m reaching out to confirm your appointment tomorrow at 1:30pm. Does that still work for you?”
Bride-“YES, this works. I’m so EXCITED!”
“Wonderful! We’re so excited to meet you! Do you have any images of dresses or styles you’re interested in trying? I would love to share details with your stylist.
Bride-“I love low-backs, clean & easy”
“Gorgeous!You’re going to love our new collection. I’m going to add these notes about your dress inspo for your stylist. Please let me know if you have any questions I can assist you with.”
