» 5 Ways You’re Losing The Sale

This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

Getting a sales inquiry is a huge buying signal. By the time you get an email—or contact form, LiveChat, text or phone call—your potential couples have already done most of their filtering. They’ve put you on their short list. They’ve started with all of the possible choices and narrowed it down to a small group of potential companies in your service category—including you. 

At any point, we can either make it to the next round or be dropped. The thing is, we rarely know that we’ve been dropped from their list, because we didn’t know we were on it, yet. It isn’t until couples reach out to us that we know we’re even in the running. Therefore, once we get that inquiry, most of our competitors have fallen off the list. When you get that inquiry, even if it says nothing more than “Are you available and how much do you charge?,”that’s a strong buying signal. As far as I’m concerned, at that point it’s your sale to lose. And, it’s a sale most others in your market and category will never get.

So, here are five ways you’re losing that sale:

Trying to force a phone call.

If they wanted to call you, you’d have a phone message, not an email (text, chat, etc.). Unless their email says “please call me,” reply via the same method by which they’ve reached out to you.

Sending auto-replies that don’t add value.

When someone emails you, whether a prospect you’ve never connected with, or a current/past client, they want a reply from a person, not an auto-reply. If you’re out of town at a wedding, a conference or for vacation, it’s perfectly fine to have an out of office message informing your clients of that. That’s information couples need to know.

However, if they email you and get something like “Thank you for your message. It’s very important to us. We’ll get back to you in 24-48 hours,” that’s a statement of the obvious. They expect a reply within 24 hours. According to WedInsights: “Over 80% of couples use emails to inquire about a vendor’s product or service and expect to hear back within 24 hours, if not sooner.” Telling them that you’ll reply within the timeframe that they expect adds no value.

How do you feel when you’re the consumer, and you receive an auto-reply like that? Do you think “Oh goody, I got an auto-reply!” Or, are you no better off than before you emailed? The only time you should use an auto-reply is when it adds value to the conversation. People want a reply from a real person.

Sending attachments and brochures in your first email.

Some of you are puzzled now. They may have even asked for you to send information, so why would I be saying not to send attachments? It’s simple. About 70% of WeddingWire consumer emails are opened on mobile devices, according to WedInsights. Your couples are reading email on their phones and your attachments aren’t formatted for their phone. Your website may be responsive and adapt to their screen, but your PDFs aren’t. Yes, they will open. But, they will open with really small print. Many of you use the file from your printed brochures, which seems like a good idea—until you see that double-page spread on a smartphone screen.

Your brochures aren’t going to close the sale. They aren’t going to create a relationship with your brides and grooms. You have to do that.

Writing way too much in your first reply.

When you get an inquiry, especially if it’s on your contact form, it’s likely to not have much information. In email, as in person, you should mirror your customer. If they write a short message, your answer should be short. If they write a long message, they’re signaling that your answer can be long. Many are planning their weddings from work, and they can’t take the time to read your long reply. When you get a long email from someone, don’t you often put it off until later? But the short ones, they get read right away, don’t they? Keep it short, until they signal otherwise with a long reply.

Not asking a question at the end of your message.

If you want to get a reply to your message, ask one question. Don’t ask everything you need to know, all at once. That’s not how a conversation goes. With real conversation, you ask a question, then wait for the answer (which is why my new sales book is called Shut Up and Sell More Weddings & Events”). If you ask a question in your email and then write another paragraph or two, you’ve buried it, so couples aren’t likely to respond. If you end your email with a period or exclamation point, that’s the end of the conversation. If you ask them five questions, they’re likely to not answer them all. Ask one question, then wait for an answer. Then, ask another question, the way you would if you were on the phone or in person.

If you’re losing many sales based on price, then you should consider putting pricing information on your site and storefront. Most couples want to see pricing before even reaching out to a vendor, according to WedInsights. A realistic price range is my favorite, but not putting anything will invite everyone to inquire. If you have something for everyone, that’s great. But if you don’t, then putting a price range will help them filter. Just remember that every time you get an inquiry you should be happy. That’s a strong buying signal, even when the couple asks about price (which couples often do, because they don’t know what else to ask). Help prospective couples continue their journey towards hiring you by being the first—and best—at replying and having a conversation.

» Focus on Your Earnings, Not Savings

This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

focus-on-earnings-not-savingsAs we approach the end of another year, it’s often time to reconcile our finances. We need to get our books in order, so we can do our taxes (I know, yuk). Then comes the scramble to find the deductions you qualified for over the year. While doing so, it becomes easy to focus on our expenses. For some of us, it’s time to re-evaluate those expenses as we prepare for the coming year.

These insights will help you get a handle on your financial planning needs and help you take control as you plan for the future!

Expenses vs. Investments

The danger in focusing only on expenses is that you can lose focus on the bigger picture. The only money you can save is the money you spend. It’s a finite amount. You can’t make all of your expenses disappear. You have to buy gas for your car, and pay for telephone service, internet connection, electricity, and more. But those are expenses, not investments. Expenses are things that you pay for, where you don’t expect any return other than what you bought (gas, electricity, phone service, food, etc.).

Investments, on the other hand, are things that may, and the operative word is ‘may’, provide a return that’s greater than the value paid. When you invest in a new employee, you would hope to get more value than what you pay them. When you invest in a new website, you would hope to get more value than the cost of the website. When you invest in advertising and marketing, you would hope to get back more than the value that you pay. When you invest in a new location, you would hope to get back more than you invest.

Opportunity Cost

What you need to focus on is getting the best return. The opportunity cost of not investing is the money you could make if you did. Sometimes, that means doing more than just paying the bill. For instance, if you buy a booth at a wedding show, and don’t take the time to design your booth correctly, and invest in great email/direct mail follow up, and actually do the follow up, you’ll never get the most return from that investment. Similarly, if you take a new office/warehouse space, build it out and decorate it properly, but don’t invest in marketing to let people know about it, you’ll never see the full return.

Go Big, or Go Home

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» To Discount or Not to Discount? That is the Question

This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

A very contentious topic among wedding pros is discounting. Both sides of the debate dig in, deeply, when this question is posed on social media or in forums. To completely understand this subject, the discussion needs to first start with defining discounting versus negotiating. I’ve discussed this at-length in my webinar on pricing so if you haven’t seen that one, you may want to watch that as well.

	To Discount or Not to Discount? That is the QuestionDiscounting versus negotiating

For me, discounting is fine when it has a structure and rules. Everyone who buys the same products or services for equivalent dates will pay the same price; the rules are applied equally to everyone. For instance, if you have three packages and your higher packages, which contain more services, also have the highest discounts, that’s great. If everyone who buys that packages pays the same price, then the rules are being applied equally.

On the other hand, negotiating means that two couples who buy the same products or services may pay different prices. Each customer’s ability to negotiate or not will determine their final price. The challenge with negotiating in today’s digitally connected world is that people can, and will, talk about their discount. If you can’t easily explain to one customer why they paid more than another customer for the same products and services – for instance, an in-season date versus an off-season date – then you’re negotiating, not discounting.

Discounting can be part of a pricing strategy. Negotiating can also be part of a pricing strategy, it’s just less structured. There are times when I’ll negotiate to get the sale, but it’s the exception, not the rule. I recommend to my consulting clients to offer added value over a discount in price, as it helps to keep integrity in their basic pricing structure. If you’re ever thrown in an extra product or service to get the sale, you’ve negotiated. Some companies do it on every sale. If you give the same or similar added value services every time, you’re really discounting, not negotiating. If the proportionate value of the added products or services changes with every customer, you’re negotiating.

Which is right for you?

There’s no one answer that’s right for every business. Personally, I prefer discounting over negotiating, as it’s easier to explain to your employees and your customers. I understand that it may not work for all businesses. In my business, as a speaker, sales trainer and consultant, there is no standard price list. Each event and client involves a different set of circumstances (travel, preparation, residual business, etc.). However, when it comes to my physical products (books, CDs, etc.), discounts make sense. For example, when I have a booth at a trade show or event, I’ll have my books and CDs, and usually offer an event discount. Many times I’ll be asked for an even lower price, and I’ll thank them and say that the listed prices are already discounted. Then I’ll ask if they want to pay with cash or credit. Asking for a discount is a buying signal, so always ask them for the sale when they you ask for a discount.

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» Why Craigslist is Not Your Competitor

This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

Just the other day, I heard yet another wedding pro bring up Craigslist, lamenting how easy it is to get into his industry (in this case, be a DJ). The thing is, he’s at the top end of the price spectrum in his market. Why would he think that people charging a fraction of what he’s charging are his competition? It’s an easy trap to fall into. Theoretically, anyone who does what you do is a competitor. In the real world, though, that simply isn’t true.

Why Craigslist is Not Your CompetitorIs there really a difference?
Technically, Rolls Royce competes with Kia, because their products are both capable of transporting people from point A to point B. Of course, we know that isn’t true. While a Kia buyer might dream about one day owning a Rolls Royce, the opposite isn’t so. People buy Rolls Royce cars for reasons beyond basic transportation needs. The same is true when couples are shopping for their DJ, or photographer, or caterer, or dress, or wedding planner; they need what you do. But do they need and want you to do it?

Marketing thought leader Seth Godin suggests that you don’t need everyone to get what you do. You only need a small portion of the total market to really understand the specific value you bring. You can’t get them all, and you probably don’t want them all. That DJ doesn’t want the couple that only has $500 to spend on their wedding entertainment. Sure, they’re entitled to have a fun wedding, with great music – he’s just not their guy. Maybe someone else is; maybe they’ll use an iPhone. Either way, he didn’t lose that gig. It was never his to get.

What about you?
Are you wasting time, energy, and resources worrying about every other company in your market, professional or not? You simply can’t control those variables. The barrier to entry, for most wedding and event businesses, is very low. Many, if not most, don’t require a license or certification. Other than those that require a substantial physical presence (caterer, venue, dress shop, etc.), the monetary investment is very low as well. You don’t need the most expensive camera to take great photos; you need a great wedding photographer behind that camera.

Experience can’t be bought – it has to be earned. That said, experience is not a guarantee of success. Being in business for 10 years doesn’t guarantee that couple a great outcome from you. Have you done 5 weddings each year of those 10 years? Or, have you done 50 weddings each year? Have you updated your technical skills, as well as your business and customer service skills? There are many moving parts when it comes to providing a successful wedding outcome.

Who is your real competition?
If it’s not everyone who does what you do, then who are your real competitors? To figure this out, you have to understand how your target market shops for your product/service. What are the things that they value the most? Their priorities drive their budget, and fear is a major factor when making a big decision. What are they afraid might happen if they make the wrong decision? If they’re afraid that you can’t or won’t deliver the outcome they want, they’ll pay more to someone else for the peace of mind. Those are the times you scratch your head, wondering why they chose a higher-priced supplier, when you felt you could do everything they wanted.

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» 5 Ways to Handle Losing a Sale

This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

In the perfect world of butterflies and rainbows, we’d close every sale at the exact price we want – but we don’t live in a perfect world. There are no trophies for second place when it comes to winning a sale. You either get the sale or you don’t, so what do you do if you don’t get the sale? I’d like to give you a little perspective from my many years working in sales management and, more importantly, from working with wedding pros like you.

5 Ways to Handle Losing a SaleHere are five ways to handle losing a sale:

  1. Rejection is in the eyes of the beholder. When you don’t get a sale you might feel like you’ve been rejected, but that’s not usually the case. They just liked / trusted / believed someone else more. Isn’t that semantics? I prefer to call it optimism. When it comes to choosing the perfect pro in your category, there can only be one winner. That doesn’t make all of the others losers; they may like a few of you enough to hire you, but ultimately they have to choose one.How many weddings do you do each year? That’s how many times they’ve chosen you and not another wedding pro. Are you the winner? Yes, but you may not have been their only choice. Had you not been available they would have chosen someone else, someone who is very capable, and nice, and likely at a similar price point. So, while this isn’t like elementary where everyone seems to get a trophy just for showing up, there’s a winner and then there’s everyone else.
  1. You often lose the sale before you even had a chance. Often you lose a sale before you even knew that they were looking for someone in your category. Some couples are looking for you in places where you don’t have a presence (a certain wedding show, Instagram, Pinterest, their wedding site of choice, etc.). To them you don’t exist, but that was your choice; you chose not to be at that wedding show, or you chose to forgo an Instagram account, or you chose to take the free listing instead of paying for the more visible listing. I’ve often said that if you want others to invest in you, you have to invest in yourself first.

Other times they make it through to your website but leave without contacting you. They’re a legitimate prospect, but you lost them, often without even knowing they had shown interest (going to your website is a very big buying signal). Keeping your website’s functionality and content up to date is critical for plugging this hole.

  1. If they wanted to talk on the phone they would have called. If you’re getting most of your inquiries through email these days (and who isn’t?), then you need to make sure you’re learning to have better email conversations. If many of your email conversations stop after the first exchange, that’s your cue to change the way you communicate. Their first email is likely to ask about price, but that makes sense because they don’t know how to shop for your product or service. You also may not have pricing on your website. According to a WeddingWire survey, 88% of couples are looking for pricing information before they reach out to you. So, if you have no pricing information on your website, you’re encouraging them to ask about price. If your first response is trying to push them to a phone call you’re going to lose many of them. Why? If they wanted to talk on the phone they would have called you.

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» What to Do When They Don’t Respond

This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

If you’ve watched the webinars, read the blogs and/or have seen me present on sales at WeddingWire World, then you should be well versed in how to reply when you get an email inquiry. When it comes to the initial outreach to vendors, approximately 80% of couples use email to inquire about their products or services. It makes sense when you think about how many are doing some or most of their planning from work, or late at night. It’s not only convenient; it’s very natural for these ‘digital natives’.

	What to Do When They Don’t RespondBeing first gives you an edge

Whether it came through your WeddingWire storefront or directly through your website, replying quickly is your first step in getting them closer to a sale. They expect a reply within 24 hours of when they send it to you. Over 70% of engaged couples find vendor responsiveness to be one of the most important characteristics to look for while researching professionals. Unfortunately, 40% of couples say that they aren’t hearing back within five days! In today’s digitally-connected world, that’s an eternity.

Now consider the fact that WeddingWire’s data shows that if you respond to a client within 5 minutes, rather than 30 minutes, you’re 100 times more likely to connect with a qualified lead. If you’re worried, thinking you’re already a slave to your email and now you need to be constantly connected, I want to give you hope. Weddings pros just like you are finding a balance or solution to this reality.

What’s a wedding pro to do?

So, let’s say you do respond quickly, certainly within the 24 hours that they expect, but they still don’t respond to you. What happened? There are a few possible explanations for when they don’t respond:

  1. Someone got back to them faster. While the first one to reply certainly has an edge, if you’re the second and reply in a way that connects with them better, you’ll still be in the running. As I’ve been saying for years, reply as quickly as you can, without ignoring your family or current customers.
  2. They never received your email. Maybe it went to their spam/junk folder. Try replying the next day if you still don’t hear back. Say something like “Hi Dale, I got your inquiry yesterday and didn’t hear back, so I wanted to make sure you received it, as I know how excited you must be as excited to find out more about having [insert your outcome-based value statement here – packed dance floor, creative floral design…], as we are to hear about your wedding vision.”
  3. They did receive your message, but they can’t reply now. We know that a huge percentage of couples are doing some of their wedding planning from work. What you may not know is that many of them get in trouble for doing so. Some could even get fired! Give them a day to get back to you, then reply as suggested above and see if they reply.
  4. They received your email but it turned them off. Yes, even if you reply quickly, it still has to be a good reply. The short answer is to make it a personal reply, keep it to fit on one screen of their phone, don’t answer questions they haven’t asked and end with one question, not a statement. Saying “Let me know if you have any questions” will not get a reply. Asking “What other questions can I answer for you?” will get a reply more often.
  5. Don’t force the phone call/appointment. If they wanted to talk to you on the phone, they would have called you. If your initial reply asks them to schedule a call, or appointment, and that’s not what they had asked, you’re likely getting more not responding than you should. Let the conversation evolve so the call or appointment is the next, natural step for them.

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» Infographic: Listen Up… and Sell Even More

The ability to listen is one of the most important sales skills a pro can learn. It sounds simple (and it is!), but listening more than you talk during appointments can help you ask better questions in order to learn more about your prospects and tailor your sale to the custom needs of each couple.

Our March educational webinar for premium members hosted by WeddingWire Education Guru Alan Berg provided key insights on how talking less, but with thoughtful intent, can help you make more sales in less time. Get Alan’s top 4 tips in our infographic, below!

Infographic: Listen Up and Sell Even More

Don’t forget that all past webinars are available in the Education Center for Premium members to view anytime right from your WeddingWire account.

» Listen Up… and Sell Even More!

Listen Up and Sell Even MoreWebinar recap: Learn how you can benefit from listening up to sell even more!

Like it or not, sales skills are an important part of every successful wedding professional’s job! Do you ever talk yourself out of a sale? When was the last time you had a couple sell themselves?

This month’s educational webinar for premium members hosted by WeddingWire Education Guru Alan Berg provided key insights on how talking less, but with thoughtful intent, can help you make more sales in less time. After all, we all want to do business with people we know, like and trust!

Here are a few key tips:

  • If you want more sales, ask better questions – and really listen to the answers!
  • Ditch the pitch and instead focus on what details matter to the individual client to customize your sale to connect with each couple.
  • Let the potential client the majority of the talking so you can learn more about their day, and don’t answer questions they haven’t asked.
  • Don’t try to rush the decision making process, it can be a big decision to choose their wedding team that can take time!
  • Remember that listening applies not only to appointments and calls but also emails and texts, so don’t data dump or over-share without finding more about their needs and wishes first.
  • Close the sale when you see and hear buying signals (such as asking about price, or availability for a specific date), and don’t be afraid to ask for their business!

Want to learn more about these tips? Watch the full webinar! 

All past webinars are available in the Education Center for Premium members to view anytime right from your WeddingWire account.

» Pricing Strategy: Is It Time to Consider a Change?

The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.

Frequently, the first question an engaged couple asks a wedding vendor is: “How much does (your service) cost?”

Pricing Strategy: Is It Time to Consider a Change?The question, followed by a brief discussion or debate about what the ‘business down the street’ charges can leave a wedding professional flummoxed. This post will suggest different strategies for explaining value and price, making every effort to stave off a snarky exchange.

Wedding professionals’ frustrations about pricing chatter are rooted in brides and grooms who do not have a thorough understanding or appreciation for the value of your services. This should not be shocking; this condition has become the norm. With the wide range of professionalism, design, style, talent, and experience, it’s no wonder many couples need more guidance.

Setting your pricing structure

The biggest problem I see with most pricing structures is when a business provides a price per hours of service. A wide variety of wedding businesses present pricing within the framework of time in direct service with the client, which can be really detrimental. Time alone does not constitute quality or a good result; as such, linking pricing only to face-to-face service at a wedding and/or reception drastically understates your total service time!

It’s a rare client that actually knows how many hours it takes to prepare custom introductions, track down obscure music, travel to the event, or a host of other event-specific tasks.  Hours of work at a wedding and reception are a specific measure of your effort; however, grossly incomplete. The result is more subjective. Hours of performance do not equal the value of your efforts.

To convey this point, it’s not enough to show video clips of successful events or an entire wedding video to a wedding couple and expect an instant understanding. The degree of difficulty and necessity of special talents, developed over time, are hard to factor into price for the inexperienced. Ask yourself: What is the most misunderstood element of your category of business, or your company, specifically? Do you duck the topic or have you developed away to communicate key sales points?

Explaining the scope of your service

Another key factor in price discussions with your clients is scope. Similar to the issue with setting your price by hours of service, couples don’t understand the differences in the level of service you provide in comparison to your competitors. If you don’t explain situational differences in equipment, lighting, skill level, buttercream icing, menu options for special dietary needs, etc., you are just hoping the prospect figures it out.

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» How to Position Your Professionalism (Without a Sales Pitch)

The following post was written by WeddingWire Education Expert Andy Ebon. Andy is the Founder of Wedding University and The Wedding Marketing Blog, and is an International Public Speaker, Writer and Consultant based in Las Vegas. Andy travels across North America and beyond, presenting to Associations, Wedding Industry Conferences, Regional Gatherings, and Local Meetings.

When communicating with potential wedding clients, it’s easy to fall into the trap of giving a “pitch” to sell your services. Applying that technique may succeed from time to time, but it can easily become a crutch that is not a highly effective method of communicating or selling. Worse yet, the words “sales pitch” bring to mind the image of an unprofessional used car salesman; someone who will say anything to make the sale, whether it’s the right decision or not.

How to Position Your Professionalism (Without a Sales Pitch)The problem with a single sales pitch is that it’s a one-way pattern of providing facts and features about your business, with little or no customer input, failing to explain specific benefits. The essence of a sales pitch can be seen in a bad print ad – you’ll see cliché phrases and hyperbole, like these examples below:

  • You dream it we’ll do it
  • Perfect – i.e. Your Perfect Day Starts Here
  • Vague terms such as: Full Service
  • A Day to Remember
  • Amazing, Fabulous, Unique
  • Simply The Best

Another way that the typical sales pitch is similar to a bad print ad is that you’ll often list a bunch of features which are often mostly unclear or not relevant to the prospect, such as:

  • Square footage of a ballroom, rather than number of seats and dance floor capacity
  • Number of songs in a music collection or repertoire, rather than process of getting client input, reading the audience, and pacing the event
  • Listing of inventory items or company services, rather than understanding their needs first and making recommendations accordingly

Translated into presentation form, we find ourselves rattling off a long list of features without truly engaging the prospect. Whether at a wedding show, on the phone, or by email, this won’t be effective.

Position Your Professionalism at the Point of Sale

Instead of crafting one sales pitch and using it for every couple, I contend that these alternative, more customer-based selling approaches have the capacity to be more successful:

  • Consultative selling: Listening first, then crafting your selling strategy to address their specific needs
  • Identifying pain points: Anticipating and solving problems, insulating the client from unneeded anxiety and stress

Price questions aside, it’s far better to engage the prospective client by asking about their wants, needs, fears, and anxieties. Sometimes a couple will ask for a specific approach, which may seem strange to you, but is likely based on previous experiences that they may not fully understand. Learn what they want to accomplish, and you will be better able to connect with and serve them.

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» Objection Overruled! 4 Ways to Handle Sales Objections

This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.

One of the most misunderstood parts of the sales process is objections. Those of you who are not natural salespeople hate objections; you see them as road blocks to getting the sale. I’m here to ask you to see them differently. If they tell you what they want, you give them a price, and you make the sale without them presenting any objections… you didn’t make a sale, you took an order. There was no selling involved. This is what happens in most retail stores these days: you go and pick out what you want and pay for it at the register. There may be a bit of merchandising to get you to find the items that they want you to buy, but unless someone helped you buy something other than what you came in looking for, there was no selling involved. For reference, see my top down selling webinar for ideas on how to increase your average sale.

Tips for handling sales objections in the wedding industryObjections are buying signals and opportunities

If you go through your sales pitch and give them the price, and they ask “what if…” or “but…” – that’s when the selling starts. Sales objections are buying signals and opportunities. If they weren’t interested, they wouldn’t bother asking the question, or voice the objection. When they say “what if….” or “but…” they’re really saying, “I’ll be closer to buying if you answer this well.” It’s really just a mindset shift to see these as opportunities. If they weren’t interested, you never would have gotten the inquiry or the appointment. If they aren’t still interested they would either stop replying or leave the appointment.

Even price objections are buying signals. They’re signaling that if you can show them the value, or another option, they might buy. Again, if they weren’t interested at all, the sales process would just stop. But it isn’t stopping – they’re hanging in there with you. I’m not saying you need to lower your price to get the sale. I’ve done many webinars and live presentations about value, so please don’t lower your price without getting something of value back in return.

Agree when they disagree

One of the best ways to diffuse an objection is to agree with them. If you’ve tried to close the sale and they say, “We want to go home and think about it”, you can say, “Of course you do. I wouldn’t expect you to make such an important decision at our first meeting.” However, if you hear “You’ve given us so much to think about, we need to go home and process it”, and that’s why you don’t close many sales on the first appointment… that’s your fault, not theirs. Your job is to help them reduce the choices down to only the most appropriate, not confuse them with everything you offer. No one needs everything you offer, so listen first, then pitch them.

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» Why the Easy Road to Sales is Hard on Your Business (and the Industry)

This post is by Jennifer Reitmeyer. Jennifer has worked in the wedding industry since 1997. In addition to owning MyDeejay, an award-winning wedding entertainment firm serving the Washington, D.C. market, she also maintains a wedding business blog, WeddingIQ, and a blogging and social media service for wedding businesses, Firebrand Messaging. Her newest venture, Authentic Boss, is an online learning resource for business owners seeking to work and live more authentically. Jennifer is available for small business coaching, speaking, and writing opportunities. Read more at jenniferreitmeyer.com.

Sales tactics to avoid in the wedding industryWe’ve all been there: brand new in our businesses, eager to book as many clients as possible, and willing to do (almost) anything to make it happen. Closing sales feels good – not only does it put money in our pocket, but it validates us and reminds us that we offer a valuable service that people want to buy.

Unfortunately, many wedding pros suck all the value out of their service by throwing professionalism to the wind when it comes to making sales. This is a common practice among new business owners who haven’t yet developed their confidence and the solid reputation to back it up. However, I’ve also seen it happen among seasoned veterans who should know better. Instead of earning clients through quality work and professional service, they’re using gimmicks and tricks.

It’s understandable why wedding pros might do this, especially when they’re new. After all, it takes guts to ask for a sale, and in many cases, getting a client to sign means having some potentially uncomfortable conversations about your pricing and your policies. It means having to prove your worth. It’s tempting to avoid this altogether by taking the easy road. This is harmful not only to their own business, but to the wedding industry as a whole.

See, client perceptions matter. Especially in today’s Internet and social media era, where people are constantly sharing their opinions about everything from pop culture to politics to, yes, wedding planning. When a wedding business – or, as the case may be, hundreds or thousands of wedding businesses around the world – foregoes legitimate business protocols in an effort to make selling easier, it drags the rest of us down. Either prospective clients view the wedding industry as shady and unprofessional, or they expect every wedding vendor to break their own boundaries and do anything to earn a sale. Both of these possibilities create a ripple effect that makes doing business harder for us all.

Here are five common “easy road” tactics to avoid, for the long-term betterment of both your own business and the wedding industry:

Not requiring a contract. Using a contract is Business 101, and yet it’s shocking how many wedding vendors are willing to skip them altogether. In some cases, it’s because they just don’t have one (perhaps they can’t afford to have one drafted by an attorney, or they just haven’t yet felt the need to solidify their bookings in this way). In others, it’s because they’ve decided that using a contract is too “sales-y” and they feel it detracts from the friendly rapport they’re building with their clients. What should be obvious, though, is that a contract protects both parties, and a client should no more be willing to do business without one than you, as, the vendor, should. And believe me, when something eventually goes wrong at an event – which it will – you’ll be glad to have had your responsibilities to your client, and vice versa, spelled out in black-and-white.

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