Your Wedding Business: A Self-Exam

marketing sales Jan 14, 2020

Last week I recommended not to blindly take someone else’s medicine. What’s hurting your revenue may be different than what they’ve got issues with – and you need to know what’s the problem with your marketing and sales process if you want to get the absolute best solution(s).

Booking more business is simple

I’ve obsessed about making more money for wedding companies for over 13 years. I’ve read thousands of pages on marketing and sales, sold millions of dollars in services to hundreds of couples, and successfully coached/trained hundreds of wedding pros. 

You know what’s the easiest way to understand how to be a better salesperson? Make it easy for clients to buy. That’s it. Simple.

Where are you messing it up?

If you want to know how you’re losing money to the competition, dive into your sales process and see where you’re making it hard for couples to buy from you. 

The buyer’s journey is a series of scores, maybe even hundreds of micro-decisions. Each one has to be a “yes” that moves them closer to your services – otherwise they’ll pick your competitor. 

It’s not price

This is why I find it incredibly hard to believe people when they tell me it’s almost always price that turns people off. It’s much more likely some thing(s) you did or didn’t do in the buying experience.

In the immersive sales workshop for wedding pros we did last week I created a list of 31 specific things they could be doing to make it hard for buyers to buy. And this is just the tip of the iceberg that’s wreaking havoc in your sea of sales success. 

Today, go through your sales process and find where you’re making it hard for people to buy from you. Here are some of the questions you can ask yourself:

  • Is my name hard to remember if someone refers me?

  • Do I grab people’s attention with a catchy IG profile?

  • Am I using rich-pins on Pinterest to bring people into my blog?

  • Do I even have a content blog to demonstrate my expertise and help my site visitors?

  • Is it easy to find reviews of my work?

  • Is it easy to know where I work/provide my services?

  • What do I do for my clients? And how do they benefit?

  • How do I work with my clients? What’s my process?

  • Fill out the form on my site?

  • Read the CTA buttons?

  • Do I make it easy to express their needs to me?

  • To articulate what they want for their event?

  • To involve other stakeholders in choosing my services?

And on and on and on and on and on…

So go through your buyer’s experience of your complete marketing and sales experience. Stop at every micro-decision and see what you can do to make it easier for them to move forward.

If you need an expert set of eyes on your site or process hit me up. I do this all day, every day for my clients.


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