news flash news flash news flash - Park Lane Jewelry

SALES“With this ring, I thee….(book, sell, recruit!)"Senior Division, Maria Haegele of Missouri (Lewandowski organization)signed up to present her Park Lane business at a local Bridal Fair. Herunique approach caught our attention. To start with, Maria (pictured inthe middle) donned a wedding gown to work her booth! Her bride-worthyapparel was designed to lure future brides to her Park Lane display.Second, she offered a free drawing to all who provided their contactinfo on a “FREE DRAWING” slip. Third, Maria developed an effectivescript for the follow-up calls she and her team would make to the leadscollected at the Bridal Fair. We extend our thanks to Maria and her teamfor sharing these clever ideas on executing an effective and productiveBridal Fair/Expo event.Maria writes, “Tina Matye (left), Tiffany Lawton (right) and I were excited aboutparticipating in the St. Louis Bridal Fair. We were the only jewelry companyrepresented at the event so we really wanted to go all out and make a name forourselves. We carefully planned our approach and worked on creating a beautifuldisplay booth. We chose to showcase specific pieces and ensembles from ourcollection that would compliment a Bride, Mother-of-the-Bride, Bridesmaids, andthe Flower Girl… and then we went to work!The most important thing we found was that in order to get people to fill outan information/contact slip, we HAD to offer a substantial prize for the “FREEDrawing”. We chose to give away the Barcelona necklace and earring ensemble.The day of the event, it was crucial that we didn’t just sit around and wait for people to come to our booth; we had todraw them in. I was dressed in a wedding gown and standing in the aisle pulling brides in by inviting them to “Comecheck out our beautiful jewelry!” Tina and Tiffany were standing by to urge each person to sign up for our free drawingand to try on the jewelry! We found that when you can physically get the jewelry ON THEIR BODIES, the results aregreater! Believe me; it works! To create recruiting interest, we had a current starter kit displayed and posted a signthat read, FREE INTRODUCTORY KIT!At the event, we gathered 257 contacts in just two days. Now, THE WORKBEGINS! In our business, follow-up is key. Without devoted and immediatefollow up, you will have wasted your time, energy, and money. Secondly, allthose brides are going to find their jewelry somewhere else and you will havetotally missed the opportunity to make Park Lane part of their special day.Follow-up is everything! The three of us had a great time sharing a bottle ofwine as we wrote our call-back script. We divided up the contact slips andbegan making calls. All the while, we kept cheering each other on. It’s muchmore fun to work with people on something like this than to tackle it by yourself.Working as a team holds you accountable and creates an atmosphere of a littlefriendly competition!We were all able to book shows and secure leads for several people who are thinking about becoming Park LaneFashion Directors! We will continue our follow up every few weeks/months as needed. After all, in our world, thosewho say “not right now”, really mean, "Call me again later". We are confident that even MORE booking and recruitingresults await us in the future!”Great job!We congratulate Maria and her team on their innovative approach to conducting a bridal fair! With theirtenacity and enthusiasm, they are certain to continue to create a lot of “I Do’s!” among their booking andrecruit leads!June 2011 5