{"id":2688,"date":"2018-10-30T13:36:22","date_gmt":"2018-10-30T12:36:22","guid":{"rendered":"https:\/\/www.bridal-times.com\/en\/?p=2688"},"modified":"2018-10-30T13:50:49","modified_gmt":"2018-10-30T12:50:49","slug":"retailers-ask-the-questions-live-qa-with-expert-bridal-sales-trainer","status":"publish","type":"post","link":"https:\/\/www.bridal-times.com\/en\/retailers-ask-the-questions-live-qa-with-expert-bridal-sales-trainer\/","title":{"rendered":"Retailers Ask the Questions: Live Q&A with Expert Bridal Sales Trainer"},"content":{"rendered":"

Expert Bridal Sales Trainer, Maria Musgrove-Wethey, Director of Pantiles Bride, is a firm believer in the quote from motivational speaker Zig Zigler: \u201cStop Selling and Start Helping\u201d. With her many years of experience and knowledge in bridal sales, Maria treated her Facebook followers to a live Q&A, offering helpful tips and even sharing humorous stories of her own experiences.<\/p>\n

Bridal Times tuned in to share her advice on these all so common but difficult situations.<\/p>\n

What do you do when the bride\u2019s entourage pushes the bride to keep looking for another dress somewhere else, when the bride clearly loves the gown in your store? <\/strong><\/p>\n

\u201cThe bride\u2019s entourage is out there for a really great time and they are going to be so disappointed if she buys at that first appointment. You have completely robbed them of their shopping tour experience when you are able to sell on the first appointment,\u201d Maria responds.<\/p>\n

Maria humorously picks up a magic wand from her desk for her viewers to see and says, \u201cSo my suggestion is to not to be the first appointment if possible. Whether it be through small talk or through your store\u2019s pre-qualifying questionnaire, if you have one. If you are the first appointment, then you have to make an AMAZING impression. Help her find the dress that she adores, invite her to come back and make sure to give her all the knowledge she needs to make the decision.\u201d<\/p>\n

\u201cI had a bride who went to 14 different stores over several months, and her mother told me that the reason they decided to come back to me was because I was able to advise them. I was able to explain why the dress suited her daughter as well as why certain styles didn\u2019t; the fabric, design and different looks for the dress.\u201d<\/p>\n

\u201cIf they don\u2019t buy the first time, you have to make a wonderful impression. And don\u2019t let the disappointment get to you if she decides to leave. You can\u2019t go from super helpful to a hard sell. If she says she can\u2019t cancel with the other shops because she already paid a fee, then just offer to take the price off the dress to cover the cancelled appointment. Bottom line, if you don\u2019t make an amazing impression, the bride will walk out that door and you\u2019re history.\u201d<\/p>\n

What do you do when the bride loves a dress, but mother is a pain and completely ruins the appointment?<\/strong><\/p>\n

Maria shared her own amusing story about when she was selling a gown to a bride whose mother didn\u2019t allow her daughter to buy the color of her choice since it didn\u2019t match the mother\u2019s lipstick.<\/p>\n

Recalling that experience, Maria says, \u201cIf mom has been controlling her daughter for all these years, then an hour and half with a bridal sales consultant isn\u2019t going to change anything! Sometimes you think, \u201cOh, come on! Stand up to your mom, or your sister, your family or friends.\u201d But maybe this has been a family drama for years. What you can ask is, \u201cWhat do you picture her wearing?\u201d Then find some way to come together by building on that. Change and transform the dress with beautiful belts, boleros, jackets, and veils to take attention away from what they don\u2019t like.\u201d<\/p>\n

What do you do when a person continues taking photos when you have already said it\u2019s not allowed?<\/strong><\/p>\n

\u201cPhotos are damaging,\u201d Maria shares. \u201cIf the lighting is bad or if the photo is taken a certain way, it can be very unflattering.\u201d Maria doesn\u2019t have a sign in her bridal shop to say that photos aren\u2019t allowed, as she feels that creates an automatic barrier, but when the bride\u2019s entourage asks to take pictures, Maria says she gives them a \u201cPositive No\u201d. Meaning she doesn\u2019t allow photos, but offers an alternative instead.<\/p>\n

For example, \u201cI explain that photos are very 1 dimensional, not representing how she feels at that moment or how she feels in the dress. But I do offer for them to take a video instead since she is moving around, the lighting is going to change and it\u2019s much more flattering.\u201d<\/p>\n

Maria adds, \u201cWhat I do not tolerate is when a photo is taken of every single gown. It slows down the appointment and the whole flow of things. To put a stop to this, I have the bride put on her last 2 favorite dresses, with accessories, get the lighting right, get the bride to pose and we as a group are going to look at the photos TOGETHER to see which photo is the truest representation of the bride. About taking photos, I just say to the entourage, \u201cThis is a process of eliminations, we are working through a lot of dresses, so let\u2019s save the photos for the last 2 favorite gowns.\u201d<\/p>\n

What do you say to a Bride who shows no emotion? She needs to find a dress soon, but shows no excitement about any dresses \u2013 not because she didn\u2019t like them, rather she just isn\u2019t into shopping, for example.<\/strong><\/p>\n

Maria talks about the many types of brides in her training courses and the right ways to sell to them. \u00a0This is no easy situation but Maria advises, \u201cThis is the kind of bride that is detached, switched off, unenthusiastic, and gives no feedback. There could be many reasons for this. Maybe she is not sure if she wants to get married. What if she was disappointed or pushed in another bridal shop? What if she is overwhelmed or has body issues? It could be many things. Try to get to the underlying problem but you can\u2019t bombard her with questions. It takes patience – ask a question and really listen to what she says. Build upon her answers. Find some way to connect to her and mirror her behavior.\u00a0 If she speaks quietly, then watch your tone of voice or observe her body language. This will help her open up, but it takes a lot of patience.\u201d<\/p>\n

Maria say\u2019s these 4 basic requirements will help you to get closer to her saying \u201cYes to the dress\u201d.<\/p>\n