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.
We’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.