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Editor's Note: Holiday Sales Secrets

Dance Retailer News

The holidays are approaching, and with them comes the unique opportunity to reach out to new—and nondance—customers. Over the next few months you’ll start welcoming the family and friends of your loyal dancers. As you help them select gifts, showcase your knowledge of the products you carry. Once you educate and impress these new customers, they will spend more and return often. That’s why we dedicated this entire issue to the most effective sales techniques and the hottest holiday products. Read on to learn how you can extend your marketing efforts to reach more customers this Christmas.

Special dancewear, like leotards with velvet details and rhinestone trim, excites everyone and makes the perfect gift for every dancer. No gift-giver will be able to resist the new dressed-up styles from top makers we feature in “Effortless Elegance” (pg. 18). We’ll also show you the best gifts under $20. We searched high and low for the newest and most exciting dance related stocking stuffers. Turn to “Petite Presents” (pg. 16) so you can start your holiday order right away.

Make shopping even easier for customers by offering a gift registry feature on your website. The added service will not only attract more business this winter, but will work for you all year long. Learn how you can build your own in “Make a Wish (List)” (pg. 22). With a little effort, you can have yours up and running by Black Friday.

Since your business is constantly evolving, employee training should be ongoing. In “Training Days” (pg. 35) learn three successful staff training techniques—including the best ways to teach pointe shoe fitting and new role-playing exercises. Then schedule a staff meeting right away. The more quickly you build your sales team, the faster you’ll build your revenue.

What are you doing to build your business this holiday season? Share your special events and promotions with us. E-mail ldowd@dancemedia.com.