I think sometimes that so many wedding vendors try so hard selling to their couples that they don't even know what it is their selling to them. If you don't have confidence in your product or understand the services you are selling, how on earth can you expect your prospective clients to? What three things, in your opinion, set you apart from your competition? What makes your service unique? There is a reason why couples book you over someone else -- figure out what that is. That is your selling point. You will realize that brides aren't always shopping for the best price -- they are shopping for the best experience (regardless of price) based on what areas are a priority to them. Anyone can be a wedding planner. I sell the experience they will get with our firm. We have a 90 percent close rate with couples that meet us in person because of that. Part of that is because we prescreen and qualify them very well over the phone, so by the time they are coming in to meet us they are nearly sold on us. I think they are just wanting to see if there is a chemistry there (kind of like a first date).
Under no circumstances should you lie or bash your competition. First of all, it's illegal. (If you write badly about your competition, it is libel. If you speak untruths about them that impact their bottom line, it is slander. Both can end you up in court.) Second of all, it is simply in tacky and poor taste. If you don't care for a particular vendor that a prospect is considering, just say you know who they are.
When selling to brides, keep in mind that about 80 percent of brides are not your customer. What on earth are you talking about Kathy? Brides are brides, right? So not true!
Think about the type of couple you want to work with. Are they do it yourselfers? Are they busy professionals married to their jobs? Is this the first, second or even third marriage? Are they computer savvy? Do you enjoy working with Catholic, Jewish, Indian, Greek, Gay, or African American clients? Are they laid back or high strung? How do they dress? What is their favorite store to shop for home decor? What kind of car do they drive? What is their annual income bracket? Once you figure out which type of couple you'd like to work with, then tweak your marketing choices and materials, website, packages and pricing to fit that market segment.
It's okay to ask for the business. Just don't be too pushy about it. If the client chooses another vendor, ask who they chose and what influenced their decision. (Most will tell you something.) After you find out, figure out what you could have done differently or if you should tweak your sales pitch. If you find you are losing competition consistently to the same vendor(s), analyze their marketing materials to see what consistencies are drawing the same couples to you in the first place and what is making them go in the other direction.
Monday, September 12, 2011
Wednesday, September 7, 2011
Email and Brochure Rule: Spell Check Everything
Welcome back! This summer was busy with lots of beautiful weddings. I am looking forward to my six week hiatus before I have six straight weeks of events so I can secure my office locations in Akron and Cleveland, and update my blog, Facebook page, website and packages for Your Dream Day.
The most important thing you can NEVER forget to do -- proofread everything!!! Before you send out an email -- SPELL CHECK! It takes a minute to do and builds your credibility significantly. One misspelled word in an email or brochure could deter a bride from picking up the phone or emailing you. If you don't have the attention to detail with your collateral, how will you manage all of the logistics for their wedding? It makes sense if you think about it. I always email a proof for my sales material or a draft of my website to five different people that I trust. A dozen sets of eyes will find all of the mistakes instead of relying only on your two. Trusted friends and family are always happy to give your sales pieces a second look.
I go to bridal shows to "trick or treat," which is a funny way of saying that I need to update my database of vendors and your product offerings. I come home with a big bag of business cards, literature and samples. Too often, I see a vendor that did not run spell check on their brochure, used the wrong form of a work (there, their and they're; compliment and complement; premier and premiere; are the most common misuses I see) or have not proofread their work. Your sales pieces are a reflection of you and your business. Put your best professional foot forward!
The most important thing you can NEVER forget to do -- proofread everything!!! Before you send out an email -- SPELL CHECK! It takes a minute to do and builds your credibility significantly. One misspelled word in an email or brochure could deter a bride from picking up the phone or emailing you. If you don't have the attention to detail with your collateral, how will you manage all of the logistics for their wedding? It makes sense if you think about it. I always email a proof for my sales material or a draft of my website to five different people that I trust. A dozen sets of eyes will find all of the mistakes instead of relying only on your two. Trusted friends and family are always happy to give your sales pieces a second look.
I go to bridal shows to "trick or treat," which is a funny way of saying that I need to update my database of vendors and your product offerings. I come home with a big bag of business cards, literature and samples. Too often, I see a vendor that did not run spell check on their brochure, used the wrong form of a work (there, their and they're; compliment and complement; premier and premiere; are the most common misuses I see) or have not proofread their work. Your sales pieces are a reflection of you and your business. Put your best professional foot forward!
Thursday, July 7, 2011
QR Codes -- The Print Ad's Key to the Internet
Do you know what this is? Have you seen this before and not know what it is for?
This is a QR (standing for 'quick response') Code. If you were to scan it, using your PDA, it would automatically redirect you to Your Dream Day's twitter page. (Which, please follow us!)
I think that in three years QR codes will be regularly found on business cards, company advertisements and all collateral about your business. Be on the upswing of this trend so you look like more of a trend setter than a follower to your prospective customers!
For example -- next week, Your Dream Day and Wedding Market News are presenting the Alan Berg Meet & Mingle event on July 13, from 5:30 to 8:30 p.m. at the Club at Key Center, each guest's nametag will not only have their name and business on it, but a QR code on it that will link to their website (or other page they'd like to promote.) (This event is free and open to all wedding vendors, unlike the full day-long seminar on 7/14 at the Hyatt with Alan). I'm also working with two different bridal show production companies this summer to incorporate QR Codes into their exhibitor's booth displays. Ultimately, the use of QR codes will translate to fewer business cards needing to be printed because your prospective clients can get the information they need sent directly to their phone!
Barcode Scanner v3.6 is my favorite android app, but you can type in the keyword "barcode scanner" and find a dozen apps that will do the same thing.Generating a QR Code is easy -- you can visit any of the websites below to create your free codes.
http://kimtag.com/s/personal_qr_code?gclid=CJWp8ZnO66kCFdBrKgodhDFPYg
Wednesday, July 6, 2011
Mileage adds up!
This Sunday I drove my monthly commute from Brunswick, Ohio, to Dayton, Ohio. I have weddings and events in southern Ohio until the end of November. As I was driving and singing away with my Pandora, I was inspired to remind you all to write off your gas, miles or car!
People forget that all of the miles that they drive to and from weddings are tax deductible. You can write off gas on your taxes if you travel frequently for your employer and are not reimbursed, travel from a regular job to a second job, or travel frequently for a self-employed business. (Reference http://www.ehow.com/how_5082905_writeoff-gas-taxes.html
You have the option of either writing off the actual mileage (this is what you want to do if you are using your personal car) at 51 cents per mile for 2011 or writing off the entire price of all the gas you purchase for the tank (this option is better for a company owned car.)
I have a "company owned" vehicle and I pay for my gas using the company credit card. When I fill up the tank, I always print a receipt, and I write the end mileage and how many miles I got on that particular tank of gas on the back. I also track the following information in my PDA for each meeting that requires me to drive. You can also keep a simple notebook log or a journal in the car at all times to keep track of this information.
1) Start Mileage
2) End Mileage
3) Total Miles
4) Client Name / Reason for appointment
5) Appointment and Location
Be sure to double check with your CPA if you charge a delivery fee for your services and if these rules apply.
These links are great resources for how to write off mileage and gas.
http://www.ehow.com/how_5082905_writeoff-gas-taxes.html#ixzz1RHjsenGX
http://www.businesstaxrecovery.com/irs_mileage_allowance
http://www.howtoadvice.com/WriteOffAuto
People forget that all of the miles that they drive to and from weddings are tax deductible. You can write off gas on your taxes if you travel frequently for your employer and are not reimbursed, travel from a regular job to a second job, or travel frequently for a self-employed business. (Reference http://www.ehow.com/how_5082905_writeoff-gas-taxes.html
You have the option of either writing off the actual mileage (this is what you want to do if you are using your personal car) at 51 cents per mile for 2011 or writing off the entire price of all the gas you purchase for the tank (this option is better for a company owned car.)
I have a "company owned" vehicle and I pay for my gas using the company credit card. When I fill up the tank, I always print a receipt, and I write the end mileage and how many miles I got on that particular tank of gas on the back. I also track the following information in my PDA for each meeting that requires me to drive. You can also keep a simple notebook log or a journal in the car at all times to keep track of this information.
1) Start Mileage
2) End Mileage
3) Total Miles
4) Client Name / Reason for appointment
5) Appointment and Location
Be sure to double check with your CPA if you charge a delivery fee for your services and if these rules apply.
These links are great resources for how to write off mileage and gas.
http://www.ehow.com/how_5082905_writeoff-gas-taxes.html#ixzz1RHjsenGX
http://www.businesstaxrecovery.com/irs_mileage_allowance
http://www.howtoadvice.com/WriteOffAuto
Tuesday, July 5, 2011
Give it a year (at least)
We live in a society where we want everything now, faster, cheaper and quicker. But when it comes to starting a small business, regardless of the industry you're in, it will take years to build your name, reputation and brand.
It will take you time to learn the industry, network with other wedding professionals, earn client referrals and build your brand. It takes money and time to build a brand. You may choose to advertise your services on various websites such as The Knot, Wedding Channel, Wedding Wire, Get Married, Perfect Wedding Guide, Bride and Groom Planner, or other regional publications. That advertising costs money.
Good rule of thumb is to set aside 25% of your paycheck for taxes, 25% for promotion or growth of the business, and half for yourself. There is a value on what you do -- don't undercharge your services. That is a big mistake and it not only lowers the bar of what you feel your worth, but your clients won't feel your worth more either. It actually hurts the industry as a whole as well. Preston Bailey talked about this in a blog earlier this week. Attend every networking event you can. Be active on social media sites. Don't be afraid to ask for referrals, recommendations or endorsements. Blogging is like exercising -- if you make it a priority you will do it everyday and you'll be healthier as a result.
It will take you time to learn the industry, network with other wedding professionals, earn client referrals and build your brand. It takes money and time to build a brand. You may choose to advertise your services on various websites such as The Knot, Wedding Channel, Wedding Wire, Get Married, Perfect Wedding Guide, Bride and Groom Planner, or other regional publications. That advertising costs money.
Good rule of thumb is to set aside 25% of your paycheck for taxes, 25% for promotion or growth of the business, and half for yourself. There is a value on what you do -- don't undercharge your services. That is a big mistake and it not only lowers the bar of what you feel your worth, but your clients won't feel your worth more either. It actually hurts the industry as a whole as well. Preston Bailey talked about this in a blog earlier this week. Attend every networking event you can. Be active on social media sites. Don't be afraid to ask for referrals, recommendations or endorsements. Blogging is like exercising -- if you make it a priority you will do it everyday and you'll be healthier as a result.
Monday, July 4, 2011
Spouses -- we work nights and weekends!!
My husband has learned that being in the industry means that we work nights and weekends. There are days when I don't get home until 10 p.m. because I had to meet with a client after she got off her 9 to 5 job. Networking events often happen at night, and our weddings are typically on Saturdays! Working a 15 to 18 hour day results in a 'date with my pillow' for a good chunk of the day on Sunday.
Reason I bring up this topic is that, if you are just getting started in this industry, your spouse needs to understand the time committment that will come with owning a wedding business. You may want to encourage your spouse to become a part of the business by helping you on the day of the wedding, or managing a piece of the business like your website, legal contracts, or office setup.
Reason I bring up this topic is that, if you are just getting started in this industry, your spouse needs to understand the time committment that will come with owning a wedding business. You may want to encourage your spouse to become a part of the business by helping you on the day of the wedding, or managing a piece of the business like your website, legal contracts, or office setup.
Sunday, July 3, 2011
Technology, emails and texting -- how much is too much?
Years ago, I read the book about the seven habits of highly efficient people. One of the things I learned was to not check email on the minute. Therefor, I don't have email sent directly to my PDA. (I know I am not in the majority.) I can access my email when I choose to using my email's .mobi site. Checking emails on the minute doesn't allow you to focus on the task you are working on and makes you work more fragmented.
My clients know that they can text me anytime during the week of their event or if we made prior arrangements to talk after 7 p.m. Otherwise, my clients know that I won't return their call or text until the next morning. I do not list my cell phone number on my business card -- that is a treasure that only my clients and preferred vendors get. Many vendors run their businesses from their cell phones. This is a personal choice, but I have a virtual receptionist and business phone lines. She handles all of my new client inquiries and I call them back at my convenience.
Last year, I did not have these guidelines. My contract now addresses text messaging and social media emails and communication. with clients. We consider them a convenience that we provide to our clients but they are not considered acceptable forms of 'changes in writing.' If your phone crashes you won't have access to that texting history and a client could 'swear they texted you that information.' How many times have you heard that?
My clients know that they can text me anytime during the week of their event or if we made prior arrangements to talk after 7 p.m. Otherwise, my clients know that I won't return their call or text until the next morning. I do not list my cell phone number on my business card -- that is a treasure that only my clients and preferred vendors get. Many vendors run their businesses from their cell phones. This is a personal choice, but I have a virtual receptionist and business phone lines. She handles all of my new client inquiries and I call them back at my convenience.
Last year, I did not have these guidelines. My contract now addresses text messaging and social media emails and communication. with clients. We consider them a convenience that we provide to our clients but they are not considered acceptable forms of 'changes in writing.' If your phone crashes you won't have access to that texting history and a client could 'swear they texted you that information.' How many times have you heard that?
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