Running a better business

1 Order at shows OK, so it is in a supplier’s interest for stockists to order at Harrogate, but I firmly believe it is in a shop’s interest to do so also. There is nowhere else where you can see the range of styles and collections available. One of the most frustrating things for a supplier is for a shop to take the time to visit the stand, view the dresses and then request a visit from a sales agent. Agents cannot physically take as many gowns as can be seen at a show and why on earth would a shop want the day to day running of their business interrupted by a rep with a rail or two of samples? Harrogate is an opportunity to compare suppliers and also to check out what your competition is stocking. You can invariably find similar products from your existing suppliers. Even if you are not buying that particular season, it’s so important to assess the latest ranges and get a feel for trends and what your shop may be missing.

2 Visit all kinds of shows  Take the time to visit all bridal shows – trade and consumer. If you are considering participating in a local wedding fair or even the National Wedding Show, make sure you do your homework. Look around and see how other shops are doing it. Ask friends and acquaintances in the trade how they have done and what pitfalls you can avoid. Make sure you get as much information from the organisers as possible and check with them how many visitors they get, what marketing they will be doing and ensure you are listed as an exhibitor in all relevant marketing etc.

2 Don’t be shy  Take every opportunity to make contact with other retailers at shows or on the various internet blogs and forums. You’ll be amazed how much you can pick up just by having a chat. Swap information, listen to and offer advice and you’re bound to come across an idea you may not have thought of. I would also suggest seeking advice from people in totally different businesses. There are many ideas and principles that can be applied to any business.

4 Sales training  Have weekly meetings to assess and discuss what is and isn’t working. Give staff incentives, motivate them and make them feel part of what you are trying to achieve. At Impression we provide stockists with a sales training CD manual. Not all of it may be relevant to everyone but stockists who have taken the time to look through it have used many of the techniques with success.

5 Information is KING  Try and keep a database of all customers with details of when they visited, when their function is, what they bought (if they did), whether they are having bridesmaids, mother’s outfits etc, home and email addresses. Get that information together early and you can direct your marketing where it will be most relevant –if you are doing a bridesmaid promotion, for example, you could email every customer who has visited you but didn’t order bridesmaid dresses.

6 Advertising  Before making any decisions do your homework. You should be constantly checking out all consumer titles anyway, both local and national, but look at both retailer and manufacturer adverts. What images are they using? Which ads have the most impact? Ask friends or family members to point out which ads they are attracted to and why. People tend to read bridal magazines front to back so remember that the right ad is more important than the size and position. Use images from your suppliers and ask them for a wide selection and try not to use the same images as other shops who advertise in the same magazine. Gauging the success of an ad is very difficult but make it easier by having an offer associated with the ad eg ‘10% off any bridal gown purchase with this ad, but make sure your offer is different from your competitors.

7 Compete online Check your competitors’ websites and make sure you are offering something different ­ whether we like it or not shopping online is here to stay. For example, you could try putting your sale gowns online as ‘web only’ offers or maybe have vouchers visitors to your site can print off and bring to your shop or to a local wedding fair you are participating in. This way your website is not just an online shop window but a place where your potential customer can interact with your business and be drawn into your shop.

8 Be open for business  Have flexible opening hours and be open at all times during your advertised hours. That may sound crazy but I do know of some shops who actually close for an hour or so when they feel like going to their local café or restaurant for lunch! If your competition is closed on a Monday, make sure you are open. Try to keep ‘normal’ opening hours – 9am-5pm – and have at least one late night opening. Remember, online retailers are open 24/7.

9 Make lists  Keep a diary of things to do and make lists. Whenever you have an idea or notice something which needs improving write it down and act on it. Keep a pen and paper with you wherever you go and take notes.

10 It’s a business  You are running a business which requires careful planning, strategy and most importantly good cash-flow management. Preserve your margins and do not get drawn into price wars. Be confident in the level of service and quality of gowns you are offering and sell those points to anyone trying to get a bargain. Stay on the ball at all times and be constantly aware of what your competition is doing so you can stay ahead.

Impression Bridal’s 2011 collections will be at BBEH, on stand C28/34