» Do You Want the Sale, or Not?

This article was written by WeddingWire Education Guru Alan Berg, CSP.

While speaking at a conference in Mexico, I overheard some wedding professionals talking, and one said:“If you don’t want to do the wedding, just give them a really high price.” I jumped into the conversation, and I said “If you don’t want to do the wedding, don’t do the wedding!” Giving them a high price doesn’t change the reasons you didn’t want to do it. Maybe it was really far away. Maybe it would be so time-consuming, that it would take away from your other clients. Or, maybe they’re just not nice people and you didn’t connect with them. If you give them a high price, and they accept it, those reasons didn’t go away. You’ll just likely end up regretting taking it, while you toil away on a wedding you didn’t want to do. The money is not going to make up for that.

I was doing an event in Ireland recently, and I asked the attendees to let me know if any of them got a new lead, during the event. A DJ, who had come over from the UK for the event, told me that he just got a new inquiry through his website. I asked him to read it to us. He didn’t sound very excited while reading it, and I asked him why. She was 2½ – hours away from him, in an area where he doesn’t usually get inquiries. He had just won a prestigious award in the UK, and figured that she had seen that, and that’s why she reached out (just conjecture on his part, of course).

Your attitude will come through

I asked how he was going to reply, and he said “I don’t really care if I get it, or not, being 2½ – hours away.” I asked him “Do you want the sale, or not?” He said he could go either way. I asked him again “Do you want the sale, or not?” He said “I’d only do it for my full fee.” I told him that he hadn’t even gotten to that point, yet. However, if he wasn’t interested, then tell her he’s not available. If he is interested, then let’s answer this together. His attitude when writing the reply is very important. If you’ve seen me present on this topic, read my books, or heard a webinar or read my articles here, you know that tone and energy comes through in written conversations.

So, he replied to her, and she replied back. He gave her a price range. She indicated that the top of the range was too high for her, and asked if he had something for less. He asked for a 5- minute phone call the following morning, which they had, and he booked her for his full fee (the bottom of the range he had given her). He was happy, and so was she. Had he written his original response, it’s possible she would have seen that he was blasé about getting the sale, and she’d find someone who was as excited as she.

Don’t rush the process, just because you’re busy

When I do sales training, I like to look at the actual digital conversations of my clients, businesses just like yours. Very often I see conversations that try to rush the process, either by asking too many questions at once, sending lots of attachments, answering questions they haven’t asked yet, and more. When I ask why they’re including so much information, the reason is often because they’re so busy with other tasks, they don’t feel they have the time to have a few, or a lot of back and forth, short conversations. Sound familiar? I’ll bet it does. What do you want, when you’re the customer?

I get it, I really do. However, when you’re the customer, and you email a business about something you need, what do you want? Don’t you want to have a conversation with a real person? A real conversation, not a data dump of information. Not lots of PDFs, or even one PDF, especially if you can’t easily read it on your phone. Don’t you want to know that someone is taking an interest in solving your problem, or getting you to the end result that you want? Of course, you do, and so do I. It’s not their problem that you’re busy. Yes, we like to do business with the popular companies, there’s a certain reassurance. However, I’d rather do business with someone who takes the time to have a conversation with me, than someone who copies and pastes the same information to me, that they do for everyone else. We all like to think that we’re unique.

Can you afford to lose one sale?

How full is your calendar? Can you afford to lose one sale? What would that cost you? It’s probably already happened. It happens to all of us, sometimes it’s our fault, sometimes it’s not. Some of the reasons are beyond our control. If they book someone who’s half your price, they didn’t see the value in hiring you. It’s going to happen. If they book someone who was referred by a friend or relative, oh well. But if they book someone else, for the same, or higher price than you, because you didn’t show them the personal attention that they wanted (and deserved), from their very first contact with you, that’s on you. If you don’t need another sale, more power to you. But that attitude can come back to bite you in the long run. So, do you want the sale, or don’t you? If you do, then treat them the way you’d want to be treated!

WeddingWire Education Guru Alan Berg, CSP 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.

» Ask for the Sale and Book More Weddings

ask for the sale

Photo by BHP Imaging

This article was written by WeddingWire Education Guru Alan Berg, CSP.

I’m just getting back from another great Wedding MBA, and my last presentation there was a WedTalk called “The Closer.” The underlying theme of this 15-minute presentation was these four words: Ask for the sale. While it seems obvious, this is the place where many, if not most, wedding and event professionals drop the ball. Even if you’re listening well, presenting the outcomes and results of choosing you, and showing the value of paying your price, you still have to finish the job. As we are approaching engagement season, there’s no better time to brush up on your sales approach.

You’re already on their short-list
By the time you get to have a conversation with them, whether digital, on the phone or in person, they already think you’re a good fit. They’ve seen your storefront, seen your photos and videos and read your reviews. These steps were all buying signals. Then they sent you a message through WeddingWire messaging, or went to your website, liked what they saw, and messaged you from there. This, too is a buying signal, and the first one you saw.

After continuing that conversation with you, at some point you need to ask for the sale. If they weren’t interested, the conversation would be over. As long as they’re still sitting in the chair, or talking on the phone, or replying to your emails and texts, they’re still interested. They need ‘what’ you do. That’s why they started their search for someone in your market and category. They did their filtering and you made the cut to get an inquiry (that’s the short-list). You should be assuming that they will buy from you.

When and how to ask for the sale
You should be asking for the sale at the points where you see, and hear, the buying signals. If they were referred to you, by another couple, or another wedding professional, that’s a great indicator of interest. However, just because their friends loved you, doesn’t mean you’ll make the same connection with them.

Ask them: “When we do the flowers (or music, ceremony, food, photos, video, etc.) for your wedding, what would you like to be the same as your friends, and what would you like us to do differently?” Notice that you should ask ‘when’, not ‘if.’ If they start to passionately describe what they want, you can continue with: “That sounds great, I can’t wait to start working on those details. Should we get your date reserved, so we can move on to choosing your (colors, menu, package, etc.)?”

Answer their objection, then ask for the sale
If they pose an objection, address it, then ask for the sale. Objections are buying signals, because if they weren’t interested, they wouldn’t present an objection, they’d just leave, or go radio-silent on you. For example, what if they say: “You’re the first one we’ve seen.” To me, that’s a statement, not an objection. Here’s what you might say:

“I totally understand. A lot of our couples make us the first stop, because of our reviews, reputation, and recommendations from friends and other wedding professionals. They, like you, already think that we’re the right fit, before even coming in. Once they see, like you have, how great we can make your wedding, many of them decide to make sure we’ll be available to do their weddings by reserving us. And, there are so many other vendors to choose, that all need to have your actual date. Should we get your date reserved so you can move on to the other decisions?”

Here’s another example: “That’s more than we wanted to spend.” You might reply with:

“I know how things can add up quickly for a wedding. We see it all the time. For the particular services/products that you want, to make your wedding everything you’ve imagined, and more, this is the best price. Should we get that reserved for you now?

Help them buy
Customers want, and need you to help them buy. As I said earlier, they need ‘what’ you do, or you would never have gotten the inquiry. You need to show them that they were right to put you on their short-list. You need to help them see the value in choosing specifically you, and your team. And then, you need to help them get the results that only you can provide, by asking for the sale.

alan berg

WeddingWire Education Guru Alan Berg, CSP 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.

» Millennials: They’re Not All the Same

millennials

 

 

 

I was recently preparing for a new presentation, and among the other interesting information I found, there were several references to articles about millennials. One of them struck a familiar chord, which was that there’s a tendency to generalize about millennials. Whether it’s their communication skills, their shopping style or their work ethic, millennials are the focus of a lot of bashing, for lack of a better word.

There are two, really good reasons why we shouldn’t be bashing millennials: 1) stereotyping an entire generation is short-sighted and prejudicial, and 2) they’re our customers and employees. Saying that all millennials are one thing, or another, is like saying that Gen-X are all the same, or all Baby Boomers are the same. It just isn’t true. Are millennials different than Gen-X or Baby Boomers? Yes, of course, in the same way that Gen-Xers are different than their parents and grandparents. Each generation grows up a product of its environment, media, technology and more.

Digital Immigrants vs. Digital Natives

I’ve said this before, but I’m a digital immigrant. I started selling wedding advertising “B.I.” – before the internet. No, I’m not a dinosaur, or tech averse. Just the opposite. I love technology, and use it throughout my business (says the guy wearing an Apple Watch, listening to music on my iPhone 7 Plus, and writing this on a new MacBook Pro). Technology doesn’t make me sell better, but it does allow me to connect with my audience in a way that wasn’t available when I started. That doesn’t make it better or worse. It just is, what it is. Things are always evolving, are you?

I know lots of millennials who are ambitious, entrepreneurial and have great attitudes. I also know lots of Gen-Xers, and Baby Boomers, who constantly complain about how lazy millennials are and how much easier it was, back in the good old days (whenever that was). The disconnect comes when we pre-judge a prospect (hence the word prejudice). Each customer is entitled to fair treatment. If we assume they’re going to judge us, only on price, we’ll likely do and say things that will attract that kind of behavior. For instance, not putting price on your website, at all, will encourage them to either ask about price, or leave without giving you a chance.

Continue reading

» How to Have Better Client Conversations

In the life of a busy wedding professional, sometimes the majority of your day will be spent communicating with clients. Whether you’re responding to an initial inquiry or going back and forth on the little details of an event with an existing client, take note of your tone and approach to communication at every turn. Even though you may have a million other things to do, it’s important to make every client feel like a star through the entire process!

To help you have better client conversations from start to finish, we put together a few tips:

Connect from the get-go

While you might have many appointments during the course of a regular day, each client needs to feel a personal connection with you and your business. Before you start going over the details of the couples’ wedding or event, you’ll need to establish a connection with the couple. Getting to know them a little more can inform your decisions throughout the rest of the conversation (pro tip: find out early on what communication methods they prefer, and follow suit!). You should also take the time to talk a little about yourself so they understand more about you and why your business best fits their needs.

Take it slow

This tip goes hand in hand with the point above; don’t rush into your sales pitch or make an client feel like they’re interrupting your day. Give yourself enough buffer of time for every conversation, and allow them ample time to talk about themselves and the event. Listen carefully to what the couple says so you can remember the little details, and repeat some of those details to them in the course of conversation so they know you are paying attention.

Anticipate Indecisiveness 

We all know that couples are often indecisive when it comes to making choices about their wedding, and they have every right to be – they’re dealing with a lot of stress and pressure. Don’t take it personally if they want time after a conversation to think about it, or if they send you more questions or request a change in product or service. Take it one step at a time and remind them that you are always here to help.

Clarify next steps

At the end of any conversation, be ready to articulate your plan of action and/or clearly outline next steps to make sure that everyone is on the same page. Repeat the items you are responsible for, and remind them of anything they need to provide you to keep the process moving forward. Send a follow-up email to recap your conversation and show them that they will always be able to depend on you to follow-through and keep things organized.

The “Golden Rule”

The “Golden Rule” for successful client communications is the old adage, treat others as you would like to be treated. Most people don’t like to be hounded by a salesperson or relentlessly emailed or called. People want to do business with other real people that they can connect with. By following the tips above, you’ll be more personable in your client conversations and you’ll maintain that connection throughout the whole wedding process. Every happy client is another chance for a 5-star review, so start making your clients happy by putting your best foot forward!

 

Editor’s note: This article was originally published in July 2014 and has been updated for freshness and accuracy.

» A Decade of Change: How the Industry Has Evolved

 

 

 

alan bergThis 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.

As WeddingWire celebrates its 10th anniversary, I wanted to reflect on the last 10 years in our industry. We’ve been through some interesting times. The economy has gone through some wild swings, and we’ve experienced major ups and downs in politics. However, as I reflect on what’s happened, I’m reminded of the old saying: The more things change, the more they remain the same.

I’ve lived through many more than 10 years in our industry, and some things are constant. We should all be grateful that we’re in a recession-resistant industry. Regardless of the economic climate, people are still getting married. Yes, how much they spend, and how they spend it changes, but that’s not just a factor of the economy. Styles change. Trends change. Attitudes and priorities change. Yet, through all of that, people still get married.

We’re really lucky


I often remind wedding pros, like you, that we chose an industry that has couples spending billions of dollars on their weddings, and they are not required to do so. There’s no law that says you have to have a party to celebrate your marriage. There are laws about getting legally married. But, there are no laws about having food, pictures, music, flowers, fashion, etc. Those are discretionary purchases. Most discretionary purchases are highly affected by the economy, swinging with it up and down. Not weddings. Weddings happen, no matter what.

My theory on this (not scientific, just one man’s opinion) is that no one goes into their wedding thinking it’s practice for the next time. We all hope, and many of us are right, that it’s one and done. My parents just celebrated their 63rd anniversary, a benchmark we’d all like to achieve. So, we spend boatloads of money, celebrating the occasion. We should be thankful, every day.

Here are a few of my observations about the last decade:

Technology – If there’s one thing that’s constant, it’s changing technology. Sure, we all had websites 10 years ago, or knew we needed them, but the underlying technology of them is always changing. Much of what we used to do only on desktop computers, we now do on our mobile devices. It’s not better, or worse; it’s just different. For many of you, the technology of your service has changed. Think DJs going from LPs to CDs to all-digital music. Does that make you a better DJ? No. But, it helps you help your couples.

Communication – Whether it’s Facebook Messenger, LiveChat, Texting or WhatsApp, lots of new communication platforms have come along in the last 10 years. I hated Facebook Messenger when it first arrived. I didn’t think I needed it, as I already had phone, email and text. I quickly learned to love it, as clients, and potential clients, started to reach out to me through it. I can attribute real dollars to conversations that were started through Facebook Messenger, texting and WhatsApp. Today, I’ll embrace almost any technology that my clients want to use to connect with me.

Social Media – Here’s a statement of the obvious: social media has fundamentally changed our lives. Whether it’s for the better, or worse, is up to you to decide. All I know is that 10 years ago I wasn’t investing the time I do today in social media. Where did we get that time? What are we not doing now, that we were doing with that time 10 years ago? We didn’t get any more time, so it had to get shifted from other activities. That said, I use particular social media platforms because I get positive return on my investment in time and effort, and yes, money (if I buy an ad, or boost a post). Many of the wedding pros I meet, and consult with, have no idea if they’re getting any return on their investments. They do it because they feel they have to. Did you jump into the deep end of the social media pool, because everyone else was in the pool? Or, did you first learn how to be a great swimmer, and then jump in?

Social Proof – Here’s a phrase we weren’t using 10 years ago. According to a WeddingWire study, nearly 90% of consumers trust online reviews, as much as personal recommendations. So, while 10 years ago couples were asking their friends, family and coworkers for recommendations, now, with over 3 million reviews on WeddingWire alone, they can go online and find out who you really are. I’ve said this many times: your brand is defined by what your customers say about you, after they’ve worked with you. You need to be highlighting your reviews everywhere: on your website (not just on a testimonials page, as no one goes there) and in your marketing. You need to be actively involved in the process, responding to your good reviews, requesting reviews and yes, addressing anything negative, quickly and professionally. Your brand and your reputation is out there, for everyone to see… whether you choose to see it or not. Be involved.

Sales – Here’s something that hasn’t fundamentally changed. Sales is, and will always be, about people. Yes, you’ll use different technologies in your process, but ultimately, it’s people, buying from people. If you learn how to effectively help people buy, the technology is inconsequential. Artificial intelligence is a long way from being able to take the job of a salesperson in your business. You need to make a connection. You need to ask better questions. You need to really listen to the answers, and then show the customer how you, and only you, can deliver the results they want. That hasn’t changed in the last 10 years, and it’s not going to change in the next decade, if ever. If there’s one skill you need to hone, whether you’ve been selling for 20 minutes, or 20 years, it’s your sales skills. If you don’t make the sale, you don’t get to ply your craft and show your skills. It’s that simple.

So, what’s happened in the last 10 years? I remember first meeting Tim and Sonny at the Wedding MBA conference, 10 years ago. I was impressed with them, even though I was a competitor at the time. I’ve watched, from the sidelines, as WeddingWire has grown, and matured, yet still manages to remain nimble, something that’s not easy to do. I’m proud to be connected with WeddingWire for over 5 years now, and I’m looking forward to the next 10. I wish you all a decade of success!

» 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.

» How to Make the Most of Engagement Season

wedding professional engagement season vendor

While other business owners may delight in the pre-holiday or back-to-school shopping seasons, the undisputed champ of sales for wedding professionals is engagement season. WeddingWire calculates that about 40% of couples who will be engaged in the next 12 months will do so between November and February.

These quick best practices will help you maximize this crucial time and set yourself up for a productive wedding season.

Freshen up your online presence: Couples these days are accustomed to shopping for services online, so it’s uber-important to put your best foot forward across the Web. That includes your website, social media, WeddingWire storefront and even your email signature. Be sure your branding is consistent throughout and that you make it as easy as possible to contact you. Don’t force couples to hunt for your email or social networks—be sure this is on the very first page of your website. Have a couple of friends put fresh eyes on your sites and social media to be sure you don’t have any broken links, confusing wording or blurry images.

Audit your social: While we’re on the subject, now isn’t the time to neglect your social media accounts! Couples will often use your social media to not only see some of your most recent work, but also get a feel for your personality. They’re looking for partners on their wedding day, not just someone to come in, provide a service and leave. With that said, don’t be a robot on social. Share your best photos, but also share what drew you to the couple, what you loved about the day or why that particular photo is one of your favorites. Be sure to get permission from couples to share and tag them (as well as the rest of the vendor team) if they’re also on social media.

Keep your calendar up-to-date: As couples are reaching out to you for consultations, they’ll want to know that you’re available for their wedding date and location. Take a few minutes to fill in your calendar with as many details as you can about your upcoming wedding season, including building in time for site visits, travel and administrative tasks as needed. While it’s great to be busy, you don’t want to lose business because you’ve incorrectly estimated the time commitment for future clients.

Consider an auto-email feature: In a rapid response world, sometimes 24 to 48 hours just won’t do. As couples fill out your contact form during engagement season, it might be best to automate an email that instantly responds. Beyond showing that you’re responsive right away, use this email to smartly promote your social channels, work that you’re most proud of or even an awesome piece of wedding planning content you really love. Give it some personality, but be sure it’s short, sweet and helping you meet your business goals.

wedding professional engagement season wedding vendor

Prove your credibility: It’s one thing for you to say you’re amazing, efficient and easy to work with, but it’s a whole other thing for someone else to say it. That’s why so many couples rely on business reviews before contacting potential wedding professionals. Make it a goal to amass at least five additional reviews from couples and other professionals you’ve recently worked with this engagement season. Don’t be shy about asking for them—newlyweds love to talk about their wedding and you were an important part of why it was so special!

Nail your first impression: Once you’ve set up a time to meet with a potential client, the real work of engagement season begins. Chances are, the couple’s had a chance to peruse your social media, your website and your storefront, so return the favor by learning a little about the couple as well. Check out their social media profiles if you can, and look into any information they may have included in their emails to you—the type of wedding they’d like, what they enjoyed about your work, their venue, etc. Be prepared to discuss the latest wedding trends in your industry and show a curated collection of your recent projects. So, if you know the couple will be wed at a fancy downtown hotel, don’t show up with a portfolio full of barn weddings you’ve done and vice versa.

Learn even more about how to nail engagement season with this fact sheet.