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.
These days it often seems like everyone is busier than ever, with shorter attention spans. Knowing this may be true for your clients, it’s your job to keep appointments focused and distractions to a minimum. This advice goes for everything from the physical design and décor of your meeting space, to the background and lighting.
Customize your space for your audience.
If your business has multiple audiences for weddings, corporate parties, bar/bat mitzvahs, even funerals, it’s a good idea to have a way to change the visuals when you meet with them. When a bar mitzvah parent is coming in for a meeting, they should be seeing bar mitzvah art on the walls, bar mitzvah videos playing on your TVs and bar mitzvah images on your printed collateral materials. The same goes for your other audiences. I’ve seen quite a few wedding pros’ offices that use flat screen TVs instead of printed photos, so they can change the imagery. So, unless you’re the photographer, and you’re selling large printed and framed photos, you can try this, too. You can put a nice picture frame around the TV to make it look and feel more like artwork.
How do they see it?
Sit where they will sit and see what’s in their line of sight that might be a distraction. Is there a large window behind you with distracting movement of people, or vehicles? Are there any maintenance items that need to be addressed, from dusting, to spider webs, to touching up paint and fixing broken ceiling tiles? Looking at it from their perspective is one of the things I do when I come for an on-site training. You can’t see it the way that they do, because you see it every day, another example of the Curse of Knowledge.
Are there sounds coming from outside or adjacent rooms that might be a distraction? Here’s another area where you don’t get credit for getting it right, but you lose points for getting it wrong. No one will thank you for reducing the distractions, but they’ll notice when it’s too noisy, dogs barking, babies crying, and when there are people talking or playing music loudly in the next room. Actually, that wasn’t totally correct. You will get thanked in the form of additional business by getting it right.
Give them your undivided attention.
While you’re in an appointment, and I know this sounds obvious, but don’t take phone calls, check your smartphone, or email. It’s rude and it shows them that they’re less important than whatever else you’re doing. When you’re the customer, you don’t like that, so, unless someone close to you is about to have a baby, or come out of surgery, silence your devices, and tell you staff (if you have a staff) not to interrupt you unless it relates to this customer. Most of our communication is non-verbal. People believe what they see more than what they hear, and your actions speak volumes. Giving them your undivided attention is key to gaining their trust. I’ve said this already, but it’s worth mentioning again; people buy from people they know, like and trust.