Enthusiasm and appreciation- without these two qualities, bridal fashion retailers can pack up and be on their way, reveals Wendy Rivera at her London Bridal Week seminar.
She has to know. Wendy Rivera, a US-American is an internationally renowned expert in the bridal fashion industry and specializes in helping retailers get started. “Do not worry about the brides buying their gowns online,” she says. “Worry about those who you lost in the end and left your shop without a dress.”
The key to success lies in the relationship that the bridal sales consultant builds with the bride. “When a woman enters the store, we have to celebrate her and her life as if she were part of the family,” urges Rivera. An open body language, a positive facial expression, and an honest interest in the life story of the brides are a prerequisite for success. “Let her show you the ring and try to get to know the woman, so you can be a real help in choosing a dress,” says Rivera.
All too often, Rivera has observed brides being exposed to the “Classic Clipboard Fail” on retailer visits. “The sellers approach the women with clipboard and ask for all of their information at the very beginning of the visit. By doing this, you aren’t able to build that friendly relationship. Rivera, with flowing long brown curls and exuberating motivational strength, brings everything to a point when she says, “On the contrary: If I were the bride, I would feel like I was visiting a dentist. There is plenty of opportunity to ask about the exact wedding date at a later time.”
“At the beginning of an appointment , you have to convey to the bride: You are good, You have everything, You are special.” Often when it’s not that easy when the bride has several companions attending, but this kind of attitude has a positive influence. “Be in Team Bride. Don’t be someone the group has the feeling they need to protect the bride from. The consultant who comes across as a pure salesperson, loses.” Rivera is convinced that whoever exudes enthusiasm and takes the bride seriously, gets it all back in return.
This principle applies not only in dealing with bridal sales consultants but also for the boutique managers. “The sales consultants are the engine of the company,” says Rivera, advocating a positive working atmosphere. “Do not put pressure on your sellers. This inhibits creativity and creates a climate of fear in your shop. In turn, your customer senses that, “says the industry expert. “Enthusiasm can only be created if it exemplified.”
Also in terms of social media Rivera considers rethinking. Recently, Facebook changed its algorithm. Advertising content now has a lower visibility than posts that directly interact with friends. “That’s not a disadvantage. Don’t just make social media posts, but direct contact with your customers”, advises Rivera. “Enthusiastic comments from real brides bring you much further than over-elaborate staging.” For them the same applies: those who feel appreciated, are appreciative in return.