Seven Ways to Practice Sales When No One Inquires

If you’re like most wedding pros, you probably think it’s hard to get better at selling when you don’t get many inquiries. How can you make improvements if you don’t get a chance to try out what you learn?

 

Sure, I can see that perspective. Do something different and see if the change helps (or hurts) the outcome.

 

For example, let’s say you’re having a hard time getting people to reply to your initial email response. Clearly, you need to get better at that first email! So, you buy some templates (not as valuable) or hire a sales coach for a quick tutorial (more valuable) on best practices for email correspondence. Still, because you’re not getting a bunch of inquiries, you don’t get to try out your new templates or writing techniques.

 

That’s okay!

 

Don’t try new things when it matters most

 

It’s probably a good thing you’re not trying out the new approaches on live inquiries. Trying what you learn for the first time(s) on real-life potential clients is risky. It’s much smarter to practice on people and in situations where the stakes aren’t so high.

 

If you’re a photographer, would you try out for the first (or second or third) time a new lighting technique or lens AT a wedding? While the couple was saying their vows? With all the weight of success (or failure) on the line?

 

No, of course not.

 

If you’re in floral or design, would you try a new way of hanging a ceiling treatment on the day of the event during crunch time with all the A/V union guys at $125/hour waiting on you to finish?

 

Absolutely not.

 

If you’re a calligrapher, would you buy one-of-a-kind paper and then use a never-before-attempted writing style when you have no room for error because there are no extra pieces?

 

Duh.

 

Would a caterer try out a new recipe for the first time at a reception of 200 guests? Would would would???

 

NO!

 

If you wouldn’t take significant risks when it matters most in these areas, why would you do the same with your sales techniques?

 

Not much to practice on anyway

 

Like I said at the top, inquiries are hard to come by these days. COVID-19 is no joke. It affects how many people can or want to attend a wedding – if it’s legal to have one where you live. And neither is the economy and its impact on your client’s budget confidence.

 

Say you are getting new inquiries for 2021 or move all your 2020 to next year…you’ll fill up at some point, and then you’re left with 2022 dates as the only open ones for you to consider (and those are still a ways off from being serious inquiries in high demand).

 

All signs indicate the pandemic will continue to be a challenge to our industry for months to come.

 

Not trying to be a pessimist, just a pragmatist.

 

Do drills instead

 

The good news? You don’t need inquiries to get better at sales. In fact, it’s best to practice new techniques and approaches before trying them out on active leads anyway.

 

What you should do is develop skills in key performance areas that’ll contribute to sales situations in the future. Once you put in place an optimal sales process, your next focus is on guiding a potential client through the buyer’s journey.

 

Here are some skills and drills you can do at any time, leads or no leads, to get better at core abilities you’ll need to succeed in sales:

 

Soft skills 

The ability to make people feel heard will put you in the lead with every buyer. Develop empathy by using active listening skills with your sweetie, friends, and clients. You can get better at this one hundreds of times every day…’ nough said.

 

Client experience 

Most clients want to participate in the work you do for them, which means you have to develop reliable ways to collaborate. Learn and practice phrases like, “Tell me more,” and “I’d love to hear what you think.” If you really want to make it simple to get better, just practice saying “yes, and” instead of everything else you’re doing to put up a wall between you and your potential collaborator.

 

Business development

It’s easier to get more leads with a bigger sales team, so expand your reach to connect with clients. Take this list of actionable ideas on how you can get more referrals from people who already want to sing your praises – they need to be reminded and given the words.

 

Communication

Public speaking is a huge fear for pretty much everyone (I’m raising my hand, too). Get better at pitching ideas by creating great presentations for your clients. Start by reading Talk Like Ted: The 9 Public-Speaking Secrets of the World’s Top Minds by Carmine Gallo (and buy the book from your local bookseller!). Then learn how to create great visual presentations on Keynote or Canva.

 

Deal momentum

The fastest breakthroughs you’ll make in upping your conversion rate is to set next activities with your potential clients. The reason you’re getting ghosted is that you never asked them out on a second date. Practice this with your sweetie or a best friend by talking about ideas and then setting down deadlines to do and appointments to follow up on progress.

 

Product/market/industry knowledge

If you want to set yourself apart from the competition, you have to know who you’re up against. Can you name your five most significant competitors? If so, can you name their biggest selling points? Even more important, do you know what you do better than they do? Develop a USP for each company in your comp set to differentiate positively during a sales or networking situation.

 

Time management

One of the biggest challenges wedding pros – and especially planners – run into is saying no. More services for the same amount of money is something we’ve all dealt with, but you can’t blame it on your clients. It’s 100% in your power to learn to say no more and do it with grace and tact. Practice with those you know by using phrases like, “I’d love to when I finish [a priority you have],” or “Sounds exciting…and I’d love to do it when I have more time,” or “What an interesting opportunity, even though I’m going to pass right now.”

 

Like anything else you’ve learned to do successfully, sales come from habit stacking and developing small skills you can build on and combine. Practice now, so when leads start coming back in full force, you’ll be ready to win the game.