{"id":4394,"date":"2019-10-29T09:00:03","date_gmt":"2019-10-29T08:00:03","guid":{"rendered":"https:\/\/www.bridal-times.com\/en\/?p=4394"},"modified":"2019-10-23T11:15:04","modified_gmt":"2019-10-23T09:15:04","slug":"preparing-for-the-bridal-entourage-interview-with-ask-the-expert-jo-stott","status":"publish","type":"post","link":"https:\/\/www.bridal-times.com\/en\/preparing-for-the-bridal-entourage-interview-with-ask-the-expert-jo-stott\/","title":{"rendered":"Preparing for the Bridal Entourage- Interview with “Ask the Expert”, Jo Stott"},"content":{"rendered":"

One fact that will never change in bridal retail, is that brides will continue to bring their party directly to your bridal shop in search of a good time and the perfect wedding dress.\u00a0 <\/span>While it\u2019s nice to share in the excitement and emotion, extra guests can cause extra stress. <\/span><\/p><\/blockquote>\n

Bridal Times caught up with bridal expert Jo Stott at the Harrogate Bridal Show 2019 to get her expert advice on the matter.<\/span><\/p>\n

Jo Stott is the owner and founder of Y.A.P. Bridal Boutique and Jo Stott Consultancy, and has recently partnered with Maggie Sottero Designs<\/strong> to spearhead \u201cPrimed for Success\u201d, <\/span>a retailer support initiative for clients in the UK.<\/span><\/p>\n

While sitting on the panel of \u201cAsk the Experts\u201d at the Harrogate Bridal Show, here is what Jo had to say about the bridal entourage.<\/span><\/p>\n

Jo, how can bridal stylists prepare for appointments with the bride and her entourage?<\/b><\/p>\n

As a bridal stylist, you need to look at \u201cwho\u201d is coming through your bridal shop door – what are their needs, what type of people are they? These are important exercises to think about.<\/span><\/p>\n

To prepare for appointments, you have to train with your team, and discuss the different types of personalities coming through your door and who from your team is best suited to take care of the bride. <\/span>
\n<\/span>
\n<\/span>For example, you may have the \u201cadvocate\u201d bride who has followed you on Instagram, reads all your reviews, knows your boutique inside and out, and wants to get the exact same experience at your bridal shop as that which they read and hear about on social media. These are difficult brides to sell to, since their expectations are already high. So you must ensure that you deliver that expectation. <\/span>
\n<\/span>
\n<\/span>You need to develop a feel for which of your salespeople are the right fit for each different scenario.<\/span><\/p>\n

When meeting a person for the first time, you only see the tip of the iceberg. How do you get past that with brides?<\/b><\/p>\n

A bridal stylist needs to instantly mirror match the bride\u2019s personality and get a feel for who they are. As you sit down for a consultation, this is the time to delve into the emotion of what is happening to this person.<\/span><\/p>\n

Sounds like psychology in a way<\/b>..<\/span><\/p>\n

Yes, it really is like psychology. If your \u201cHello\u201d is wrong, your sale is gone. It\u2019s through your consultation that you hone into the emotions and feelings, because people buy emotions and experience from buying your product.<\/span><\/p>\n

How do you get the \u201cHello\u201d right the first time?<\/b><\/p>\n

Well, you have to train for it – develop, talk with your team and most importantly, listen to the bride when she walks in the door. We don\u2019t just hear the person, but we listen to what she has to say and pick up on key words of her likes and needs.<\/span><\/p>\n

One of the questions that should be in your bridal consultation should be: \u201cHow do you want to look in your wedding dress?\u201d and \u201cHow do you want to feel in your wedding dress?\u201d\u00a0<\/span><\/p>\n

If she says, \u201cI want to feel like a princess.\u201d, then you ask, \u201cWould you like a ball gown?\u201d and the bride says, \u201cNo, I want a fit and flare\u201d. The question that should be asked is \u201cWhat would make you feel like a princess?\u201d\u00a0<\/span><\/p>\n

My perception of a princess could be totally different from the bride\u2019s perception. We just have to ask and listen.<\/span><\/p>\n

I mentioned earlier about emotions and what the bride wants. The emotion is that she is searching for her wedding gown but she wants to be looked after, or most importantly, she wants her guests looked after. She may want her mom to have the same experience she is having, or maybe she doesn\u2019t have a mom and has her grandmother there instead, or her closest friends. The emotions run really high!<\/span><\/p>\n

And how can a bridal stylists properly split responsibilities between focusing on the bride and taking care of her guests?<\/b><\/p>\n

You have to be clever. There should be an entire step-by-step process at your bridal boutique to do this, but it shouldn\u2019t look or feel manufactured. This will be done with bridal stylists that you have carefully and brilliantly trained, and will go through this process with the emotional intelligence that they should have.<\/span><\/p>\n

How can bridal stylists stay energized and positive, especially if they are having a difficult or bad day?<\/b><\/p>\n

Bridal Stylists can\u2019t come into work angry. As a bridal shop owner, I would say to an employee, \u201cYou leave your negativity behind at the door or you don\u2019t come in.\u201d In this job, these are memories and dreams that you are helping create. Most importantly, it helps to have a great leader to maintain that positive energy in the bridal shop.<\/span><\/p>\n

What are some things to say or do when guests make unnecessary or negative comments about a bride\u2019s choice of dress?<\/b><\/p>\n

Yes, this happens a lot. You might have a mother and daughter who have very different opinions on wedding gowns. The mother is more interested in how she wants her daughter to look, and not how her daughter feels. That is something you shouldn\u2019t let bother you, and I know it\u2019s so hard. As bridal stylists, you have to work on building up a rapport and finding balance with both individuals.<\/span><\/p>\n

Another situation is when you have an entourage of 10. You\u2019ll have a couple of difficult bridesmaids sitting out there, but the bride clearly loves the dress. What you can do is say, \u201cLadies, we are about to see the gown. Susi loves this dress! Tada!\u201d You instantly notice the change in behavior in the room, and no one would straight out say, \u201cI don\u2019t like it.\u201d<\/span><\/p>\n

What is your advice for brides who plan on bringing 5 or more guests?<\/b><\/p>\n

If a bride has over five guests, it just makes things difficult for her, the bridal stylists, and even for the guests themselves. Some bridal boutiques don\u2019t have the space for so many people. When booking an appointment, it\u2019s good to ask how many are coming so that you know how many you can possibly accommodate. A way to cut down the number is to put a notification on your website explaining the number of guests a bride can bring with her.<\/span><\/p>\n

And lastly, what is your advice to bridal stylists on how they can stay focused in a high emotion job?<\/b><\/p>\n

I think you need to mentally commit and be in love with your bride. Do it with your heart because you are there for a reason. Commit to this beautiful person who wants to find their wedding dress with you. Another thing to consider, is that it isn\u2019t always just the bride you are selling to. Bridal stylists only find this out earlier on in the consultation. This is when you find out who you are selling to, and from there you work on maintaining your focus.<\/span><\/p>\n

On the behalf of Bridal Times, we would like to thank Jo Stott for this interview at the “Ask the Expert” sessions at Harrogate Bridal Show 2019.<\/span><\/p>\n

If you or anyone you know is a bridal sales trainer in D\/A\/CH countries, we\u2019d love to hear from you and share your knowledge on Bridal Times! Simply email us at info@bridal-times.com<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

One fact that will never change in bridal retail, is that brides will continue to bring their party directly to your bridal shop in search of a good time and the perfect wedding dress.\u00a0 While it\u2019s nice to share in the excitement and emotion, extra guests can cause extra stress. Bridal Times caught up with bridal expert Jo Stott at the Harrogate Bridal Show 2019 to get her expert advice on the matter. Jo Stott is the owner and founder of Y.A.P. Bridal Boutique and Jo Stott Consultancy, and has recently partnered with Maggie Sottero Designs to spearhead \u201cPrimed for Success\u201d, a retailer support initiative for clients in the UK. While sitting on the panel of \u201cAsk the Experts\u201d at the Harrogate Bridal Show, here is what Jo had to say about the bridal entourage. Jo, how can bridal stylists prepare for appointments with the bride and her entourage? As a bridal stylist, you need to look at \u201cwho\u201d is coming through your bridal shop door – what are their needs, what type of people are they? These are important exercises to think about. To prepare for appointments, you have to train with your team, and discuss the different types […]<\/p>\n","protected":false},"author":1,"featured_media":4396,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[14,20,62],"tags":[],"class_list":["post-4394","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-news","category-retailer-news","category-top-news","post_format-post-format-gallery"],"yoast_head":"\nPreparing for the Bridal Entourage- Interview with "Ask the Expert", Jo Stott - Bridal Times<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bridal-times.com\/en\/preparing-for-the-bridal-entourage-interview-with-ask-the-expert-jo-stott\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Preparing for the Bridal Entourage- Interview with "Ask the Expert", Jo Stott - Bridal Times\" \/>\n<meta property=\"og:description\" content=\"One fact that will never change in bridal retail, is that brides will continue to bring their party directly to your bridal shop in search of a good time and the perfect wedding dress.\u00a0 While it\u2019s nice to share in the excitement and emotion, extra guests can cause extra stress. Bridal Times caught up with bridal expert Jo Stott at the Harrogate Bridal Show 2019 to get her expert advice on the matter. Jo Stott is the owner and founder of Y.A.P. Bridal Boutique and Jo Stott Consultancy, and has recently partnered with Maggie Sottero Designs to spearhead \u201cPrimed for Success\u201d, a retailer support initiative for clients in the UK. While sitting on the panel of \u201cAsk the Experts\u201d at the Harrogate Bridal Show, here is what Jo had to say about the bridal entourage. Jo, how can bridal stylists prepare for appointments with the bride and her entourage? As a bridal stylist, you need to look at \u201cwho\u201d is coming through your bridal shop door – what are their needs, what type of people are they? These are important exercises to think about. 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Bridal Times caught up with bridal expert Jo Stott at the Harrogate Bridal Show 2019 to get her expert advice on the matter. Jo Stott is the owner and founder of Y.A.P. Bridal Boutique and Jo Stott Consultancy, and has recently partnered with Maggie Sottero Designs to spearhead \u201cPrimed for Success\u201d, a retailer support initiative for clients in the UK. While sitting on the panel of \u201cAsk the Experts\u201d at the Harrogate Bridal Show, here is what Jo had to say about the bridal entourage. Jo, how can bridal stylists prepare for appointments with the bride and her entourage? As a bridal stylist, you need to look at \u201cwho\u201d is coming through your bridal shop door – what are their needs, what type of people are they? These are important exercises to think about. To prepare for appointments, you have to train with your team, and discuss the different types […]","og_url":"https:\/\/www.bridal-times.com\/en\/preparing-for-the-bridal-entourage-interview-with-ask-the-expert-jo-stott\/","og_site_name":"Bridal Times","article_published_time":"2019-10-29T08:00:03+00:00","og_image":[{"width":1280,"height":883,"url":"https:\/\/www.bridal-times.com\/en\/wp-content\/uploads\/2019\/10\/MariaMusgrove.jpg","type":"image\/jpeg"}],"author":"bridaltimes","twitter_card":"summary_large_image","twitter_misc":{"Written by":"bridaltimes","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.bridal-times.com\/en\/preparing-for-the-bridal-entourage-interview-with-ask-the-expert-jo-stott\/#article","isPartOf":{"@id":"https:\/\/www.bridal-times.com\/en\/preparing-for-the-bridal-entourage-interview-with-ask-the-expert-jo-stott\/"},"author":{"name":"bridaltimes","@id":"https:\/\/www.bridal-times.com\/en\/#\/schema\/person\/0cacab21959ff0e85a6cfc04b049c97e"},"headline":"Preparing for the Bridal Entourage- Interview with “Ask the Expert”, Jo Stott","datePublished":"2019-10-29T08:00:03+00:00","mainEntityOfPage":{"@id":"https:\/\/www.bridal-times.com\/en\/preparing-for-the-bridal-entourage-interview-with-ask-the-expert-jo-stott\/"},"wordCount":1257,"image":{"@id":"https:\/\/www.bridal-times.com\/en\/preparing-for-the-bridal-entourage-interview-with-ask-the-expert-jo-stott\/#primaryimage"},"thumbnailUrl":"https:\/\/www.bridal-times.com\/en\/wp-content\/uploads\/2019\/10\/MariaMusgrove.jpg","articleSection":["News","Retailer-News","Top-News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.bridal-times.com\/en\/preparing-for-the-bridal-entourage-interview-with-ask-the-expert-jo-stott\/","url":"https:\/\/www.bridal-times.com\/en\/preparing-for-the-bridal-entourage-interview-with-ask-the-expert-jo-stott\/","name":"Preparing for the Bridal Entourage- Interview with \"Ask the Expert\", Jo Stott - 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