» 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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» 10 Dos and Don’ts from Couples this Engagement Season

Engagement season is here! Couples are getting engaged, starting to plan their dream day, and will be searching to find their perfect wedding team in the coming months. In our October webinar for premium members, we discussed the top 10 dos and don’ts for impressing these clients – right from WeddingWire couples themselves!

The infographic below highlights the 10 ways they indicated to make a great impression, keep your clients happy, and keep the planning process moving smoothly all the way to their big day!

Oct_Webinar_Infographic_DelightDontFright-final

» Tips to Leverage Top Down Selling

Boost your bottom line by leveraging top down selling techniques!

Bringing in more revenue does not have to mean a lot more effort, or even more clients. Learn how to work smarter, not harder, by applying these proven sales strategies when interacting with your clients from WeddingWire Education Guru Alan Berg. You will close larger sales from your clients, be quicker to book their business, and have more time to dedicate to your business growth!

Top Down Selling Tips

 

» Top Down Selling Tips to Increase Your Bottom Line

June-Webinar_Top-Down-Selling-to-Increase-Your-Bottom-Line_TileWebinar recap!

When it comes to running your business, it is best to try to work smarter, not harder. This attitude doesn’t just apply to your services – it also applies to your sales process! In this month’s webinar for premium members, WeddingWire Education Guru Alan Berg shared his tips for leveraging top down selling opportunities to help boost your bottom line.

Check out some key take aways below, and watch the full session in the Education tab of your WeddingWire account any time!

Webinar highlights:

  • When it comes to your services and packages, more choice is not always better! More options can be overwhelming. It’s best to keep your services concise, clear and presented from highest to lowest in package form.
  • The three simple ways to earn more money are to focus on higher volume, set a higher average sale, or a combination of both. By getting to know the client needs, and effectively setting your prices, you will be on a path to more revenue.
  • Set the goal to not oversell or undersell for each client. How do you accomplish this? Focus on finding out their interest and needs and trying to sell them the service they want (not what you would want!), avoiding pre-judging any client needs, and selling packages vs. a-la-carte services as much as possible.
  • Work to establish three key packages to keep choices limited and services consistent. Three packages will give your clients enough choice without overwhelming them with options. Consider creating a top of the line package, a standard “featured” package with your most popular services as a medium price point, and a good but more basic package. Then, once the package is selected, allow for add-ons and customization as you see fit.
  • Top down selling works by assuming the higher sale. A higher sale means more work and profits for your business. When consulting with clients, listen to their needs then politely show them your most exclusive offer first, and gauge their reaction. Never start with focusing on your lowest package or you could miss a great up-sell opportunity. After all, no one is ever offended by being presented the best you have to offer!

Sign up for our monthly webinars for more great education, and visit the Past Webinars section within your WeddingWire account for all previous sessions on a wide variety of topics.

» The Paradox of Choice: When More Isn’t Better

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 my 2014 webinar on pricing, I talk about having better packages and pricing information. I suggest having three packages, where the middle package is the one that you want/expect most customers to buy. I want to delve a little deeper into why this may work for you.

Decision makingIn his book The Paradox of Choice – Why More Is Less, psychologist Barry Schwartz suggests that “eliminating consumer choices can greatly reduce anxiety for shoppers.” Today’s couples have grown up in a world of seemingly limitless choices. But more choices aren’t always better. More choices don’t make choosing easier; in fact, too many choices makes choosing harder. When presented with so many choices, how do you choose?

Give them better choices
It’s your job as the expert in your field to help guide your customers to the right choice. Giving them a very long list of options is only going to delay them from making a choice. It’s also making selling harder for you. It’s simply harder to sell and harder to buy when there are more choices. If you often have customers say “You’ve given us so much to think about we need to go home and process it,” you may be overwhelming them with choices. In addition to presenting them with choices, it’s also your job to eliminate the options that won’t work for the customer and remove them from their view, literally and figuratively.

Imagine you only have one thing to sell – then it’s simply a yes or no decision. Add another choice and it’s either Option A or Option B. But when you add a third choice something magical happens: Option B becomes the easier choice. Adding more choices muddies the middle, and the clear/easy choice isn’t as apparent.

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» 4 Ways to Improve Your Response Time

4 Ways to Improve Your Response TimeBecause today’s world revolves around instantaneous communication, response time is very important. An untimely response to an inquiry or request often indicates poor customer service to your potential clients, and a consistently slow response time can result in the loss of multiple customers and the associated revenue.

If you respond to a lead within 5 minutes rather than 30 minutes, you’re 100 times more likely to turn a lead into a client. Responding quickly to any client communication could mean the difference between getting the sale and losing out to a faster Pro.

Use the following tips to help improve your response time and streamline the response process!

Try to respond within 24 hours. Even if you just reply to let them know you’ve received their email but you’re very busy, it helps the couple to know whether or not you check your email on a regular basis. It doesn’t take much to send a quick reply explaining that you are short on time and will get back to them as soon as you have a free moment. This could be accomplished with an auto-reply email or a personalized email response. Don’t forget that many couples reach out to multiple Pros at once, so you don’t want to miss out.

Be careful with auto-responders. Auto-reply emails are a great idea in theory, but the details can sometimes cause Pros to slip up. You don’t need to fully describe your services or go through your business’ mission statement in your auto-reply email! You want to find the sweet spot where you’re providing helpful, valuable information but without repeating everything they’ve already read on your website. You’ll also want to keep it conversational so that your auto-responder doesn’t seem so mechanical. For more auto-reply best practices, use our Pro Tips.

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» Ace the Inquiry! Tips for Better Sale Conversions

Ace the InquiryWebinar recap!

When it comes to booking more business, getting more inquiries is just the beginning. How you handle those new inquiries is crucial! Many Pros do not realize the impact that your response time and communication style to leads can make on closing the sale.

In this month’s webinar for premium members, WeddingWire Education Guru Alan Berg shared his best tips to improve your sale conversions so you can have your most successful year yet!

Check out the tips below on how you can ace your next inquiry:

  • Respond quickly. More often than not, one of the first Pros to respond gets the business! Most couples only reach out to their top choices, so respond quickly to get their attention and work towards setting up a conversation that may lead to a sale.
  • Respond personally. Couples want to feel special as they plan their big day. Respond with a personal touch to acknowledge their request with their name and tie in any specific details about their day they may have shared. This will make them more inclined to learn more about your services and is a great first touch to establishing a connection.
  • Respond conversationally. Be mindful to be professional in your replies, but there is no need to be overly formal and stuffy. They are planning a very personal life event, and are more likely to want to do business with a Pro they feel a connection with. A conversational reply will make the couple feel at ease and will give a sense of your personality which can help you to stand out as they chose between Pros.
  • Don’t avoid the price question. When a couple is ready to know cost, don’t hesitate to share that information but do explain why you are priced the way you are! Work to make sure they already know about what makes your business special before jumping right into cost so they will be more inclined to appreciate the value of your services. Let them know you are happy to explain the reasoning behind your prices should they have any questions (or sticker shock!).
  • Use reviews. Reviews are a great way to stand out from your competition by letting your past clients do your bragging for you. With 72% of customers trusting online reviews as much as personal recommendations, there is no reason not to be collecting as many testimonials to share with potential clients as you can! Use the WeddingWire Review Collector tool to make it easy to gather great reviews.

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» Why You Should Stop Hating Sales

Pro to Pro Insights

Rick Brewer

This article was written by Rick Brewer of Wedding Business Marketing. Rick has 22+ years in marketing and selling to wedding couples and is known for his proprietary approach to the psychology of wedding buying. Rick has worked with over 2100 wedding businesses, spoken to 250 + wedding groups and regularly shares his insight on wedding industry trends and cycles.

Nothing happens until something is sold.” – Thomas J. Watson

In over 25 years of being a salesman, sales manager and sales trainer, I run into people almost daily who say that they hate selling. While it’s fair to feel uncomfortable about being too pushy, the sales process often receives a lot more hate than it should. It’s time to stop hating sales.

Why You Should Stop Hating SalesSelling is a crucial element of business whether you like it or not. While you may offer the best, most perfect product or service in your category, today’s couples need to be sold. In the weddings and events industry, we especially need to be able to sell the couple on what we offer.

Many wedding businesses think that because couples need what they sell, all they have to do is hang out a sign and the business will come. You see this when people research the number of weddings a year in a given area, and assume they should easily be able to book their fair share of them simply by opening up their business. The wedding industry is not the movie Field of Dreams; if you build it, they won’t necessarily come.

Your competition is likely working harder, so you need to work harder. Your competition, most of the time, is not some evil entity down the street going head-to-head with you in back-to-back meetings. Your competition could have more employees, a bigger advertising budget or twenty more years experience than your business, but your competition could also include a novice business offering the same services for half your price. Worse still – some of your competitors could even be friends or relatives of the engaged couple. Brides and grooms today have a lot of options!

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» The Opportunity Cost of Not Asking for the Upsell

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.

Are you getting the most profit from each wedding or event? I gave a presentation recently on closing sales and how none of us should sell a client something they neither want nor need. That doesn’t mean we don’t sell them things they didn’t come in for. Most couples don’t know how to shop for what you do, so they don’t always know what’s available.

The Opportunity Cost of Not Asking for the UpsellDiscover the interest

Part of your job in the sales process is to ask good questions to find out if your client is interested in hearing more about some of the things you do, but they haven’t asked you about. That’s called the discovery phase. If they’re not interested, move on. If they are then show them how those things can enhance their event, and then see if they’re interested in adding them. In other words, go for the close.

What if they don’t buy them today?

For most wedding and event professionals there is a gap between when you make the sale and the event date. Therefore there’s plenty of time to revisit some of the upsell opportunities with your client. But do you? Is the sale done and complete the first time, or do you call, email or bring up the other items during subsequent meetings? If not, why not?

What’s the opportunity cost?

If you’re not asking for the upsell with your client (I’m talking about upsell items that will legitimately benefit them), both you and the client lose. They lose the chance to enhance their wedding or event (and of course they can decline them) and you lose the revenue. The revenue you lose is called the “opportunity cost,” or more appropriately the “opportunity lost.” Over the course of a year this can add up to a lot of revenue. Just imagine an extra $50, $100, $200 or more, in profit from each event. What would that mean to you?

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» How to Deal with Pricing Questions

Handling pricing questions can be tricky. In our November webinar for premium Pros, WeddingWire Education Expert Alan Berg shared his top pricing tips. Our latest infographic has Alan’s tips for how to deal with common pricing questions!

Want more great tips? Premium Pros can watch the full webinar at any time to learn Alan’s four ways to best respond to the dreaded ‘how much?’ question with ease.

How to Deal with Pricing Questions