A Bride in the Hand

With a minimum of good marketing and advertising, the odds are in your favor that a bride will visit your store at least once during her shopping experience. But it's often what happens once she gets there that determines if she changes from shopper to buyer.

The impression she gains from your marketing is but the first in a number of interactions that must work together to present a consistent and enthusiastic message. How she is spoken to on that first phone call, how you greet her upon entering your store, and how the store "greets" her with its sights, sounds and smells all set the foundation for discovering her needs and wants, and meeting those needs through the process that converts her to a customer.

The expenses you incur to get that first contact is also only the beginning. Your overhead, employee and operating expenses also need to be factored in to fully understand just how much cash it costs you for that opportunity to sell your customer.

Which is why it is critical that your sales consultants know how to greet your bride, develop a rapport, uncover her needs, address her desires, overcome her objections, and provide the guidance to sell her what she needs.

We've got several stories in this issue to help… the cover story deals with responses to common objections, and accompanying features offer tips on tracking your customers to understand closing ratios, selling approaches to avoid, and reminders about the importance of your voice to instill confidence.

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