Do You Want To Close More Sales and Make More Money?

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.

1hr. 10min.

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.

2hrs. 27min.

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

2hrs 1min.

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.

1hr. 35min.

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.

1hr. 35min.

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

1hr. 35min.

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”,

1hr. 35min.