Wedding Dress Sales

Positive closing, this is when they use phrases like "when you buy the dress" instead of "if you buy the dress". Basically presuming you have already decided in their favour when in fact you are still thinking about it.

Making you panic slightly. " You have 8 months before your wedding, you'd better make your mind up quick or you won't be able to get anything" . Don't worry, they say the same thing to everybody and in any case a sentence such as this is usually followed by some reassuring statement such as "but of course we do our best to accommodate you". The panic technique must not be overdone otherwise buyers see through it.

Echoing. When you are asked about the "look " of your wedding they will listen to the words you used to describe it and these words will be repeated back to you as they sing the praises of a particular dress.

Repeating the brand name over and over, This is supposed to create a feel of exclusivity which justifies the prices.

Ego massage, Need I say more? "Darling, you are soooo gorgeous etc." It's the oldest trick in the book but it always works.

Acting like your best friend, This would be pretending to be very excited when you talk about your wedding plans. They have heard it all before and will have forgotten all about you within a week.

Overcoming objections, It's basically having a ready answer for every possible doubt you might have, e.g. if you don't like the beading you'll be told that it's not important, people won't be looking at that and to concentrate on the overall look of the dress. Actually, if you are spending£1000 you have to be absolutely happy with every detail. This technique is used more extensively during the second appointment when you are expected to buy and you are likely to have other people with you who might influence your final decision. Sales assistants dread large groups because they are more difficult to control.

Comparing and Eliminating, This technique is used to make you focus on what you like or don't to steer you towards one dress if you are undecided. For example if you like a strapless, A line dress you will try on a princess line with straps first followed by an A line with straps, followed by an A line without straps. By eliminating the princess line for example, the competitor's princess line is also eliminated. Again, it's used more extensively during a second appointment when the sales assistant is under more pressure to sell. The point to all this is to reiterate how you came to choose a particular dress and it creates a sense of anticipation/excitement in the people accompanying you. It's a performance which runs along very precise lines and there will be no quick slipping into your possible choice of dress just to show your mother or friends.

"Desperate To Sell" Sales Technique

The Closing, Probably imported from the USA it's the cheesiest ever and it's worth witnessing just for the giggle factor. This is how it works:

When the sales assistant thinks you've found your wedding dress she needs to give you an extra push to close the sale. You'll be made to stand in front of the mirror at a specific distance, you might be given flowers to hold, your veil will be fluffed up, the train arranged, all to create the illusion of actually being at the ceremony. The sales person will then hold your hands, make you close your eyes and whisper "Imagine your wedding day, smell the flowers, feel the sun on your shoulders, hear the bells etc". She will then move away from you and as you are lost in your fantasy she will tell you to open your eyes and to admire yourself in YOUR wedding dress followed by enthusiastic congratulations. Some brides actually cry at this stage.

The point of all this is to make you all emotional and excited hence easier to convince to sign the dotted line.

Some shops serve wine or champagne during the appointment and, as we all know, alcohol makes people a bit reckless so getting drunk would make you vulnerable.

Miscellaneous Sales Talk

"This dress might not be available in a month/week etc". Although it is true that shops renew their collections from time to time it is unlikely you won't find it again in a month time. If you are really worried but are not ready to commit yet you could ring the shop and ask whether it is still available.

"We are always really busy". The busy times for a wedding dress shop are Saturdays and the winter. Most weddings happen in summer and usually brides buy their dresses 6-8 months before. Buying in summer (the quiet period) will give you more opportunity to find special offers and discounts.

"This dress is made especially for you". It doesn't mean tailor made. Custom made, tailor made, couture etc mean that you choose the fabric, the beads, the shape, the length of the train etc and you actually see the dress progressively being made at each fitting.

Made to order means that your dress is made in your size somewhere else, even abroad, and it's altered to fit, usually in the shop. You might be able to choose the colour, the beads etc but not the basic shape. For example if the dress has a square neckline and you want a round one, you won't be able to have it.

"Luxurious fabrics". Don't be fooled by fancy names of fabrics, wedding dresses come in silk or artificial fibres. Satin, organza, taffeta', crepe, chiffon etc refer to the way a fibre has been woven not to the content. Both silk and artificial fibres can be woven into satin, organza etc. Silk is a selling point so if it's not mentioned assume it's not and if in doubt look at the label. More about fabrics in a later section.

"Beaded with Swarovski crystals" The real ones are very expensive and the price would be prohibitive. Not every glass bead is a Swarovski crystal.

"We don't make a profit/we lose money on the alteration service, the accessories, whatever". Yeah, right.

Now that you know all this though, try not to blame the poor sales assistant, they are often under enormous pressure to make the sale and in case you are wondering, the commissions are nothing to write home about.

About the author

Lucretia Agnus was born in Hungary in 1947.

She trained as a costume designer and worked on theatre and TV productions all over Europe. She settled in England after her marriage to raise a family and transferred her skills and experience to the bridal industry where she stayed for the next 20 years.She has now retired and enjoys cooking, gardening and skiing.

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