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The Business of Bridal [clear filter]
Saturday, April 16
 

9:00am

Bridal Buying Signals: Close More Sales Today

Wedding businesses across the country and around the world all want to know — what is the most effective way to close a sale. In this session, Alan will address this often-requested topic. His in-depth knowledge of the wedding business gives him a unique perspective on wedding and bridal sales and has impacted sales significantly for many wedding professionals. Alan will share his knowledge of how jewelry professionals can sell effectively to this emotional customer. Love it or hate it, sales is an integral part of your jewelry business. 

In this session, you will learn: 

  • When to ask for the sale
  • How to ask for the sale
  • How to recognize the buying signals and how to see them more clearly
  • Plus: Alan will reveal the top two skills you need to close more sales


Speakers
avatar for Alan Berg, CSP

Alan Berg, CSP

Speaker, Author, Consultant, AlanBerg.com
Alan's been called "North America's Leading Expert on the Business of Weddings & Events." With more than 20 years in sales, marketing, and executive management, Alan Berg is uniquely qualified to help businesses and entrepreneurs achieve their goals. Alan spent 11 years at The Knot... Read More →


Saturday April 16, 2016 9:00am - 10:00am
Room 309 - 311

10:15am

Perfect Your Engagement and Bridal Presentation

Workshop and Role-Play

Each engagement and wedding ring sale is different. Your processes need to be as flexible as your clients are varied, but your message and your brand promise need to be completely consistent and concisely delivered every time.

Practice makes perfect! Practice your presentation here, not on your customer.


In this session you will get:

  • An overview of the most effective steps for presenting the right product to your engagement-minded shoppers
  • An opportunity to practice and demonstrate your flexibility and skill in product presentations. Each item and each customer will provide a different challenge. Can you master the process, key in on the nuances, and make the sale? 
  • To use live product and presentation tools to perfect your presentation
  • To capture new ideas and sales techniques from your peers and receive their valuable feedback
  • To tap into Kate's experience with retail salespeople and customers nationwide
*Protype product for this hands-on session is provided by Gabriel.& C0.

Speakers
avatar for Kate Peterson

Kate Peterson

President, Performance Concepts
Kate Peterson is president of Performance Concepts, Inc., a company dedicated to providing innovative and effective consultation in the areas of organizational design and development, retail operations, human resource management, sales and consumer behavior, as well as training and... Read More →


Saturday April 16, 2016 10:15am - 11:15am
Room 307

11:30am

The Business of Bridal: The Perfect Close

Workshop and Role-Play

When it’s time to close the sale, you do not want to be practicing your technique on the customer! We will review common failures to close and how best to handle them before going step by step through the closing process. Then, we will give audience members the chance to show their consultative selling skills by demonstrating how they would close the sale. Pick up pointers and share your own sales talent. 

In this session, you will:

  • Learn the common reasons for failure to close on bridal and engagement sales
  • Role-play with your peers on four bridal/engagement sales scenarios
  • Work with prototype merchandise and selling tools to perfect your presentation timing
  • Learn the signs that your customer is ready to buy
  • Techniques and practice on asking for the sale — this is often the hardest part!
*Prototype product for this hands-on session provided by Gabrie & Co.

Speakers
avatar for Kate Peterson

Kate Peterson

President, Performance Concepts
Kate Peterson is president of Performance Concepts, Inc., a company dedicated to providing innovative and effective consultation in the areas of organizational design and development, retail operations, human resource management, sales and consumer behavior, as well as training and... Read More →


Saturday April 16, 2016 11:30am - 12:30pm
Room 307

2:30pm

The Business of Bridal: Caseline Logic

Workshop and Role Play

How do you present your engagement and bridal jewelry in a manner that matches the way your clients make their decisions. There is a logic to successful displays that aids the buying process and eases the angst that can be part of this emotional purchase. INSTORE's Larry Johnson puts to work the principles he discovered in the book, Predicatably Irrational by Dr. Dan Ariely. 

In this session, you will learn: 

  • How your customers make decisions
  • How to position merchandise to help your customer with the buying decision
  • Why price points matter
  • How to logically guide your customer through to the buying decision 


To get the most of this session, you may want to watch Dr. Ariely's video and check out his website. His short, amusing videos are excellent support for each chapter of his book. 

Hands-on prototype models for this workshop provided by WR Cobb/WR Cobb Online. (http://www.wrcobb.com/)


Speakers
avatar for Larry Johnson

Larry Johnson

President and Owner, Larry Johnson Consulting
Larry Johnson is the creator of EffectiveJewelryDisplay.com, an on-line resource and training course for the improvement of jewelry displays. He is also CEO of Larry Johnson Consulting, based in Colleyville, Tex. His firm consults with independent jewelers and manufacturers worldwide to improve their sales through better visual presentation strategies. He can be reached at larry@larryjohnsonconsulting.com or at (817) 980-2135... Read More →



Saturday April 16, 2016 2:30pm - 3:30pm
Room 307

3:45pm

Engagement and Bridal Merchandise Fundamentals

If you possess the fundamentals of bridal sales and merchandising, it will be easy to guide your customers through becoming engaged to getting married! Joshua will help you understand the price points your customers are looking for — the Good, Better, and Best. His simple approach divides bridal categories into five basic classifications and three basic styles. When you have what the customers need, you can help them make the right bridal and engagement jewelry purchase.


In this session, you will learn:

  • A simple method for merchandising and buying engagement and bridal
  • The "must-have" price points for engagement and bridal
  • The classifications and styles of engagement and bridal 


Speakers
avatar for Joshua Kaufman

Joshua Kaufman

CEO, Martin Flyer
Since 1945, Martin Flyer has been providing the jewelry industry with the highest quality of products backed by first-class service. Martin Flyer introduced their FlyerFIt® Bridal Brand to the industry seven years ago, and today FlyerFit® is one of the leading American designer... Read More →


Saturday April 16, 2016 3:45pm - 5:00pm
Room 301 - 303
 
Sunday, April 17
 

2:00pm

Angry Brides! Protecting Your Online Reputation

Couples on the path to an engagement and/or a wedding are your most emotional and vocal customers, especially when something goes wrong! In this age of instant feedback through reviews, testimonials, blogs, and social media, keeping track of your online reputation is a little like herding cats. Just when you think you have a handle on it, along comes another twist and turn. What action should you take? Alan will help you make sense of it all.

Come to this session to learn:

  • How the best defense is a good offense
  • How to respond to a less-than-favorable review
  • Why doing what’s right is usually better than being right
  • Bonus: How to get and use stunning testimonials


Speakers
avatar for Alan Berg, CSP

Alan Berg, CSP

Speaker, Author, Consultant, AlanBerg.com
Alan's been called "North America's Leading Expert on the Business of Weddings & Events." With more than 20 years in sales, marketing, and executive management, Alan Berg is uniquely qualified to help businesses and entrepreneurs achieve their goals. Alan spent 11 years at The Knot... Read More →


Sunday April 17, 2016 2:00pm - 2:45pm
The Business of Bridal Experience Show Floor

5:00pm

The Business of Bridal Experience - BVW Jewelers
Britten and Michelle Wolf will share with you some of the maverick choices they have made to attract couples in love to their Reno store. This 4th Place Small Cool Store launched an edgy advertisement featuring a same-sex couple in October of 2015 that created quite a stir. This ad is being shown in local movie theaters and on their local CBS station during the Ellen Show. Find out how this bold move impacted their business and standing in the community.

If you are considering advertising that targets the LGBT community you so not want to miss this session. 

Moderators
avatar for Trace Shelton

Trace Shelton

Editor-in-Chief, SmartWork Media

Speakers
avatar for Britten Wolf

Britten Wolf

Owner, BVW Jewelers
Owner of BVW Jewelers in Reno, Nevada. Winner of 4th Place Cool Store by INSTORE magazine for 2015.


Sunday April 17, 2016 5:00pm - 5:45pm
The Business of Bridal Experience Show Floor
 
Monday, April 18
 

10:15am

Combining Brick and Mortar With Omni Channel Marketing

Gabriel shares what he has discovered about the importance of an onmi channel marketing presence to the brick and mortar retailer. By combining a strong online presence and servicing customers in brick and mortar stores, jewelers can stay relevant and can anticipate selling trends.

Find out why Blue Nile and Amazon are opening stores they call 'web rooms' to take advantage of the consumer preference for in-person browsing and to up their online presence. And, why Warby Parker, a well-known purveyor of eyeglasses, now has storefronts in nine cities.


Speakers
avatar for Dominick Gabriel

Dominick Gabriel

Senior Vice President, Gabriel & Co.
Born and raised in the fine jewelry world, Gabriel & Co. Senior Vice President Dominick Gabriel simultaneously mastered the crafts of jewelry making and sales at a young age. His passion for art, design, and pristine craftsmanship has manifested into his current position as the chief... Read More →


Monday April 18, 2016 10:15am - 11:00am
The Business of Bridal Experience Show Floor

4:00pm

From Bridal Experience to Lifetime Customer - Expert Panel

This panel of experts will share their success in creating the perfect bridal and wedding experience that engages the bride, the groom, and everyone they know.

The outcome? Lifetime customers with only one jeweler in mind — YOU.


What you will learn in this session: 

  • The difference between selling goods and providing a complete customer experience.
  • How to avoid the #1 bridal mistake that costs stores repeat business for years to come. 
  • How to capture the man's wedding band sale and be a hero.
  • Tips for creating raving fans who bring in new customers. 


Want answers? Send your questions to cindy@smartworkmedia.com. 


Moderators
avatar for Travis Isaacson

Travis Isaacson

Vice President of Marketing and Sales, Lashbrook Designs
Travis Isaacson is on a mission to change the way America thinks about, feels about and buys men’s wedding rings! Travis is new to the jewelry industry but not new to changing an industry. Before joining Lashbrook in 2015, he innovated sales and marketing methods that disrupted... Read More →

Speakers
avatar for Debbie Fox

Debbie Fox

Owner, Fox Fine Jewelry
Debbie Fox grew up studying art, dance and music but became a CPA for a more predictable income. In 1998 she moved to Ventura with her husband George and they opened Fox Fine Jewelry. With young children at home, she began assisting part time with the store operations, growing her... Read More →
avatar for Jason Hackendorf

Jason Hackendorf

Corporate Sales Manager, The Diamond Center
Jason R. Heckendorf grew up in Wausau, WI where he got into ​jewelry as a polisher​, soon moving up to apprentice​, under some really talented Goldsmiths throughout​ the years. In 1998, Jason completed  the Bench Jewelers Program at Stewart's International School​ in... Read More →
avatar for David Lorenz

David Lorenz

Owner/Jeweler, Michael & Son's
Deciding to bypass college, David decided to follow his passion, so he attended jewelry art school at the Revere Academy of Jewelry Art. Following his passion for jewelry, David worked as a jewelry salesperson and pawn shop manager while mastering his skills on the bench. In 1990... Read More →


Monday April 18, 2016 4:00pm - 4:45pm
The Business of Bridal Experience Show Floor
 
Tuesday, April 19
 

11:00am

The Business of Bridal Experience - Demographics

INSTORE's Kate Peterson will explain these changes in demographic analysis and will help you understand how best to move to a new way of thinking in your own engagement, wedding and bridal business. You will exit this session with a new strategy to engage and retain your current customers, as well as a solid plan for attracting more of the people who are most likely to become long-term, high-value members of your client community.

In this session, you will learn:

  • The new normal for engagement and bridal consumer demographics
  • How these changes impact how you should look at your business
  • What factors create a "lifestyle" profile for your engagement and wedding customers
  • A new strategy and plan to engage and retain your customers 

Speakers
avatar for Kate Peterson

Kate Peterson

President, Performance Concepts
Kate Peterson is president of Performance Concepts, Inc., a company dedicated to providing innovative and effective consultation in the areas of organizational design and development, retail operations, human resource management, sales and consumer behavior, as well as training and... Read More →


Tuesday April 19, 2016 11:00am - 11:45am
The Business of Bridal Experience Show Floor