Association of Bridal Consultants - North Carolina Branch

Bridal Show Participation

 Tips for Success at Bridal Shows

 

· Have fun! If you’re not enjoying yourself, your negative attitude will become contagious.

· Be approachable! A bride’s impression of your exhibit starts 20 to 30 feet before she enters your area.  Avoid “pitch posture” such as arms crossed, hands in pockets and leaning on counters.  To look approachable, stand off to one side of the booth; move the table to the back or side and get in front of it.

· Be a greeter, not a guard!  To avoid the “palace guard” look, never stand next to your product – it makes you appear as if you are guarding it.  If you extend your hand in greeting certain warmth takes place, and people have a higher level of trust.  It sets the tone for a very positive conversation that translates into a positive show experience.

· Drink plenty of water! Avoid dehydration by consuming at least four glasses of water a day to help fight fatigue.

· Don’t immediately look at a person’s name badge.  It shows you are trying to quality.  Make eye contact, greet and introduce yourself.  Let the bride tell you her name, and then repeat it immediately in your conversation.

· Avoid clustering! Prospective brides tend not to interrupt two or more staffers involved in a discussion.  You’re there to get brides, not discuss business, pleasure or last weekend’s wedding!

· Avoid “May I help you?” This greeting prompts a “No, Thank you” reply.  First, welcome visitors, and thank them for showing interest, and then ask them if they are familiar with your service or product.  This allows sales people to very quickly qualify visitors and what sales potential they have without having to ask a lot of probing questions.  It should take 60-90 seconds to use this qualifying technique.

· Smile, smile, and smile again!  When you simile you send a message to your body that you feel good and your attitude creates a positive impression.  Working a show is tiring, but you have got to keep the smiles going!

· Look attentive! Approximately 55% of the impression a visitor makes about the exhibit is based on non-verbal body language.  Keep something in your hands, your brochure, a basket of Hershey Kisses.  One member wraps two Oreos in a little box that’s imprinted with “brides who use our services are smart cookies!” Her business card is also in the box.

Take notes! Fifty percent of what people say is forgotten in 60 seconds.  Have a leads form printed where you can ask a few basic questions and then match that with the detailed information you get from the show promoter.

 

 

For more details on how to have a successful booth at a bridal show or how to put on your own bridal show, see The Bridal Show – A Planner’s Handbook, by Mary Kelley, MBCTM, published by the Association.

 

By Veronica Foster, Behind The Scenes Inc, Brown Summit, NC