I was running out of appointments and was starting to really worry about how I was going to pay the bills, staff wages and my suppliers. I needed to get appointments and get customers buying, ASAP.  I found myself willing to do whatever it took to get the necessary bridal appointments. 

I was thinking, what is the fastest way I can make money? Somehow, the fastest man on the planet, Usain Bolt, popped into my head. Why Usian Bolt? I hear you ask. Because If Usain Bolt can run a 100 metres in 9.58 seconds, then I am sure I can get appointments in my diary in less than 10 days. That is how "The Sprint Method" was created. As per any world class athlete, you will need to dedicate your time to this method, and make sure all elements are completed to a high standard. Unfortunately, there are no shortcuts or quick wins with this, and it really is about “Accountability = Results” (If you’re not willing to put in the effort don’t expect it in return). 

This method works best when your idea is based around creating an irresistible offer that will make appointment page viewers want to book an appointment within a short period of time.  Unfortunately, a “short period of time” does not equate to a few hours. There is no marketing campaign that will get you a full diary in such a short period of time, you have to work at it. You get out what you put in…

Please note, this is a short term fix and you should also have a number of marketing techniques that help your business automatically drip feed appointments through your business like an irrigation system.

Let’s take a look at what you need to do to set up your own “Sprint Method”, with my ten day plan.

Day 1

This day is all about brainstorming ideas and starting to plan the best possible promotion or event. Be sure to include your team to get their input. At the end of the meeting you should have at least one big idea which you all agree on and can start to work out the key elements. The most important thing will be to work out the timings, the tasks and who will be responsible for each of these actions.

Day 2

Day 2 is allocated to creating your content and marketing materials for the promotion or event. Think about the images, graphics, videos, and what has been successful before. By the end of Day 2 you should have the templates and content ready.

Day 3

Day 3 is for scheduling your content across as many platforms as possible, and launching your ads. Start with a teaser Post on your social media platform. I call it “Doing the Barnum” to create some interest.

Day 4

This day will be the launch of your email campaign. Collate all of your contacts including brides, bridesmaids, mothers of the bride who have purchased or not purchased and create your emails - if possible this should be a series of emails over a period of a few days, with a count down to your promotion or event.  

Day 5

Day 5 is the day to check in with your suppliers and see if they will give you a shoutout on their social media. Alternatively, you can arrange with them to use a tag for your promotional event.

Day 6

Today is the day to network and collaborate with other businesses - even if you only get some free giveaway for the gift bags - this is the best time to get some help from your wedding partners, or people you would like to work with.

Day 7

Now, it is time for your telephone campaign. Make a follow up call to your visitors of your boutique, checking how they are getting on with their dress purchase, and tell them all about your upcoming promotion. Give them something extra to encourage them to book an appointment with you on the phone. 

Day 8

On Day 8, ramp up on the event promotion (free and paid marketing). Keep an eye on the diary to make sure people are booking. Start sending out reminders and confirmations to those who are already booked. 

Day 9

This is your housekeeping time. Make sure all your dresses look good, checking there is no damage. If there is, fix it or write it on the label; if the dresses need to be steamed then do so.

Day 10 - Event Day

This is the time to call a team meeting with your staff, briefing them on the details of the promotion, how to sell the promotion and what the staff benefit for that day is going to be. Make it fun and competitive!

On the next working day, check whether the event was a success. What can be changed and what can be improved?

A real life example

One of my sprint methods was a two day “No Haggle” sale, everything was 30% off stock from the rail and mainly things I had not made any orders for over 6 months. For those two days we took over £10,000, with others booking to come and see the new dresses the following week. I worked hard for the two weeks, making sure I completed everything on my checklist and the results made me feel great!

I have completed several sprint events and each time it has got better for business. It was also beneficial to the team as it helps them work together and increase their knowledge of selling methods.

Remember, to always have an evergreen method that will sustain your business with appointments.