Courses & Modules

Courses can be run in-house at your boutique or another venue or I can coach one to one. You can even get together a group of retailers and I’ll work with all of you.

A course or coaching not for you?

If you would like to access my know how and a course or one to one coaching isn’t for you or it just isn’t practical then I’m working on an on-line version where you can access training at a time and in a way to suit you and your team. If this would be of interest please let me know and in the meantime I invite you to join my Facebook group Bridal Business Owners group.

Click here to join the Bridal Business Owners group.

The following 8 modules form the basis of my courses and a course can be tailor made for you so that you get maximum value from the time I spend with you and/or your team.


Get in the right mood and “getting into the bride’s world” – the importance of mindset

Bride culture v business culture
The power of positive thinking
Confirmation of bias
How to change mindset
Circle of Excellence (NLP – Neuro Linguisitic Programming technique)
Meta Mirror (NLP technique)


First impressions on the phone and face to face

Bride Culture v Business Culture
Importance of mindset
Qualifying and First Impressions
Stages of the sale and the importance of qualifying.
Key questions to ask
What impression are we making?
Relational or Robotic
Fun or Factual
Excited or Exhausted
Interested or Interrogatory
Helping or selling
Leading or controlling
Language to use and to avoid.


Common sales roadblocks/objections

Zig Ziglar’s 5 basic obstacles. No need, no money, no hurry, no desire & no trust.

Specific bridal situations:

1. Bride has to think about it.
2. Mother (others) want her to think about it.
3. First shop and too early to buy.
4. Bride is between two dresses in your shop.
5. Bride likes a dress in another shop.
6. Bride has another appointment booked today.
7. Key decision maker not present.
8. Major disagreement (war even!) with Mother (or friend/sister) over the dress
9. Mother not voicing her opinion
10. Dress is over budget.


Closing the sale

4 little Yesses = 1 Big Yes to the Dress!!

Closing techniques:

  • Summarise
  • Tie downs
  • Create urgency
  • Powerful closing statements

Dos and don’ts at this stage – what not to say and do
Killer phrases & phrases that will move the conversation (and order) onto a Yes.
Collaborating not closing
Dangerous discounts


Selling to different personality types.

Identify different types of brides and what’s driving their behaviour and how to sell to them.

Shopper “I’m loving it (and myself!)” bride who doesn’t want the experience to end and won’t commit as she thinks that it’s “all over”

Worried “Scared Rabbit in the headlights” bride who is cautious and afraid to commit and needs to be re-assured every step of the way

Indecisive bride who loves everything, is paralysed by choice, who flip flops and has FOMO (Fear of Missing Out) syndrome

Social bride who makes out that she’s your “Best Friend” who appears to love you, your dresses and your boutique and strings you along just to dump you at the end and promises that she’s coming back – never to be seen again.

Haughty bride who is detached, unenthusiastic and isn’t giving you any feedback. She can also be overwhelmed and frustrated.


Convincer Strategies

Different decision making styles – the Neuro Linguistic Programming term for this is Convincer Strategies.

The 4 types are:

Automatic – she buys the first dress on the first visit. Hallelujah.
Number of times – she needs to come back again or try the dress several times in the same appointment.
Period of time – she really does need to go for that cup of coffee or have the weekend 9or even longer) to think about it. She probably doesn’t even need to come back to try the dress again.
Consistent – she’s never actually convinced. She’ll have numerous “wedding dress wobbles” and even at collection she’s flicking through the frocks asking if she made the right choice.

Identify what to do and say to get her saying “Yes to the dress” rather than being pushy and pushing her away.


Selling to Millennials – collaborate v control.

Definition of the Millennial Bride
Values of Baby Boomer/Generation x and Millennials
What we need to change and how and fast!
Leading by pacing.
Collaborate v control & closing


Product knowledge – shapes, fabrics and veils and descriptive language

Basic shapes and all the different ways shops and brides describe them
Knowing your mikados from your zibelines and your taffetas from your thai silk – knowledge creates confidence and trust which makes you memorable.
Veil lengths and fabrics.
Descriptive language that sells – the difference between “Here put this veil on” v “Let’s add some detail with this whisper of a soft tulle veil scattered with swavorski crystal which is perfect for your candlelit winter wedding”,

One day course – Stylist to Salesperson with a Structured Sales Talk

Depending on the group’s experience this could be a 1 or 2 day course.

Each of the 4 sections ie Self talk, Sales talk, Stages of the Sale and Specific Situations can be offered as separate modules.

Main outcomes:

  • to realise how much influence she/he has on the sales process
  • to develop a sales talk and minimise sales chatter
  • to be aware of different strategies to deal with different personalities and situations.


The bridal market – statistics & trends on brides & shops (the Millennial bride)

Bridal culture v Business culture


  1. Self talk
  2. Sales talk
  3. Stages of the sale
  4. Specific Situations

Self Talk

The power of positive thinking

Confirmation of bias

Circle of Excellence – NLP (Neuro Linguisitic Programming) technique

Sales Talk

Stylist v Salesperson – the difference

Developing your sales talk through the Stages of the Sale

Closing by “creating urgency”

Subtle v Sledgehammer

Stages of the Sale


  • Key questions
  • The importance of listening
  • Where you should be while they choose the dresses
  • Your approach and how it should vary

The Middle

  • Frock focus & getting to know your bride alone – what does she really want?
  • Which dress to try first?
  • More questions
  • Appeal to her senses
  • Make her own the dress
  • Create urgency
  • Control
  • Trust

Overcoming objections

Selling starts with that first No.

Stylist to salesperson

Closing the sale

4 little Yeses – 1 Big Yes to the Dress!!

Closing techniques (exit Stylist and here comes Salesperson)

Dos and don’ts at this stage – what not to say and do

Killer phrases & phrases that will move the conversation (and order) onto a Yes.

Collaborating not closing

Dangerous discounts

Convincer strategies (NLP)

Specific situations

  • Between two dresses
  • A dress in another shop
  • Mother/daughter disagreement/war
  • Mother not voicing her opinion
  • Bride wants to think about it
  • Mother/the group want her to think about it
  • Others from the group’s difficult situations

Meta Mirror (NLP technique)

Review & Action Plan

Half day course – Phone first impressions

This was a half day course for receptionists whose sole job was to answer the phone and manage the diary. They didn’t do consultations. This module can also be part of a one or two day course.

Main outcomes:

  • To understand the impact that telephone manner has on the bride’s first impression of the business.
  • To develop strategies to get into the bride’s mood
  • To craft their own set of qualifying questions to elicit key information


Bride Culture v Business Culture

Meta Mirror NLP technique

Qualifying and First Impressions

Stages of the sale and the importance of qualifying.

  • What do we want to know and why?
  • Phone exercise to elicit:
  • Initial Greeting
  • Use of name
  • Relational or Robotic
  • Fun or Factual
  • Excited or Exhausted
  • Interested or Interrogatory
  • Selling or helping

Leading and Controlling

Millennial brides and their values.

Language to use and to avoid.

Collaborating v controlling.

Review & Action Plan