Wedding Professionals Blog

In my last blog, “Over the Lead Hill We Go,” it was all about the prep for the holiday leads that will soon come pouring in. I know with today’s digital environment, you’re experiencing emails, website platforms and even apps that are generating leads for you. For our company, we still receive anywhere from 15 to 20 phone calls a day inquiring about our services and business. Here are 3 steps to successfully book the biz over the phone.

You’ve heard the adage: Actions speak louder than words. We’ve all experienced moments when we’ve been in conversation with someone and his or her attention is clearly not focused on us and what we’re saying. Do you remember how the person’s actions made you feel? I’m sure you do, and it wasn’t a pleasant feeling at all. It’s as if what you had to say was unimportant and unworthy of the “listener’s” attention.

There are several sales associates that I have worked with or seen in action who give up on a sale pretty easily, including myself at times. What is it about people saying "No" that frightens us the most? For one, just the fact that they turned us down, sets off an emotional trigger such as, "What did I do wrong?" Or "They must not like me and my product." Perhaps just the word itself is off-putting. I know whenever I am told no, it can be an automatic shutdown. But in sales, this is actually when the sale begins. If all of your clients came in looking for business and booked right away, this isn't selling at all, it's merely giving the client what they came in for. If your client hasn't signed and made a deposit with your competitor, then there's still time to "book the biz." 

Author and poet Maya Angelou once stated: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” 

Though this adage rings true across most spectrums in business, and indeed in life, it is especially important in the wedding industry and through daily interactions with our customers. Weddings are based in emotions and since making people feel good about their experience with us, providing an exemplary customer experience is vital for future business and may lead to residual business by way of reviews and referrals. I’m not referring to aspects of your business such as knowledgeable and friendly staff and making good on promises.

Have you ever encountered a salesperson that just didn't get it, or have you heard of the old stigma that surrounds used car salesman? Ha, I know I have for both, and when I think of our current roles in the wedding industry, I surely don't want our clients walking away with that thought in their mind.What is it about a good salesperson that is both memorable, and closes the deal? Sure, they're probably charismatic, understanding and likely have a way with words, but the majority of sales people I have worked with in all industries that rock the close do 3 things to sell a solution rather than their product.

As 2015 comes to an end, it’s time to take a look at your ROI from your various marketing strategies. At this point you should have a Facebook page that you monitor and post from on a regular basis. You probably have decided to advertise in some shape or form and most important, your website should be up and running.

Many salespeople are great face-to-face sellers, but they are horrible in getting the appointments to make those face-to-face sales. 

The problem is they fall into the same trap that can happen to all of us — selling the service when they should be selling the appointment. 

Let me explain.