So you’ve got a couple interested in your wedding services, but now it’s time to actually convert their interest and enquiry into a booking.
We all want to make sure that we’re converting as many of the right couples for our business as possible, and not losing any potential business because we feel like we could have done better during the sales process.
The key to converting more enquiries is to think like a sales manager. And luckily there are three ways to make sure that you can get the most out of the leads that come your way.
The most important factor when it comes to getting back to an enquiry is speed.
Take a minute to think about this: how long are you taking before you get back to a couple who has given you a call or sent an email?
Now compare it with how likely they are to get back to your response:
- If you respond within 5 minutes you have the highest chance of converting the sale
- Waiting 10 minutes means the couple is 4 times less likely to reply
- Waiting 30 minutes means the couple is 21 times less likely to reply
- Waiting 1 hour means the couple is 600 times less likely to reply
- Waiting 1+ day and you might as well not respond
50% of all couples will book with the first supplier who responds to them. And when you’re battling with between 3 and 10 other potential suppliers for the one booking, it’s really important to put yourself front of mind and at the front of the queue.
Setting yourself up with push notifications when you receive an enquiry can be a great way to make sure you’re getting back to a couple sooner rather than later (FYI you can set this up through our WedCRM mobile app on Google Play or iTunes). You should also treat every enquiry as a potential qualified lead. Alternatively, have templates set up for the leads that you think might be less qualified – meaning you can still get back to them but you’re not putting in as much effort.
The other thing you want to make sure you’re doing when it comes to responding to a couple is responding to them in the same channel that they make an enquiry in.
It’s not just a case of giving everyone a call back anymore. Millennials have grown up with technology and we have an aversion to speaking on the phone. In fact, nearly 50% of couples get frustrated with their wedding suppliers if they are getting back to them through a different channel.
So if a couple sends a text, then text them back. Email back to emails, and make phone calls when someone does give you a call.
Include a call-to-action
When you do get back to a potential couple, you want to make sure that you’re including a call-to-action and not hiding that call underneath too much information.
This is the first chance you actually have to chat with a couple, so make sure that you’re creating a conversation rather than overwhelming them with information.
Try to keep your first communication short and sweet. Respond to questions that they might ask about your services, ask them if they’re excited about their day, and make sure that they know you’re excited to potentially work with them and meet them to see how you can make their dream wedding a reality. After all, it’s still the couple calling the shots as to whether or not you work together.
We advise keeping your PDF, kit or more details about your services out of that first conversation until you can try and get a face to face meeting. The couples who are enquiring with you are already interested in your services and most likely already prepared to meet with suppliers that they like, so make sure they know that you’re willing to meet them as well and that they’re not ‘just another couple.’
For text or email responses we suggest the following:
- Start your message with a clear request – don’t bury it under more information
- Keep your email short – between 50 and 125 words if possible
- Use simple language and shorter sentences to avoid becoming confusing
- Use emotion about their wedding – wonderful, delighted, pleased etc.
If you are answering a phone call or calling a potential couple back then:
- Answer your phone in a professional manner with the name of your business
- Have a professional voice message recording
- Do not use voice to text
- Respond to the call if you miss it because speed still matters
- Ask some questions – enough to get more information like you would in a face to face meeting but not too many that you’re giving away all your ammo
For most wedding services, your first call to action should be getting that face to face meeting. So make sure that you let couples know when you’re available and keen to speak with them.
Get a face to face meeting
Most of us sell best when we’re face to face with a client, so getting a face to face meeting should be your driving goal so that you can convert that sale.
Your clients should be doing most of the talking in this meeting. And make sure that you listen! You might have a list of questions you commonly ask couples, but if your conversation has already answered those questions then avoid asking the same question twice. Or if you really need to double check something then ask them in a way that clarifies what they’ve already said. Selling in a meeting will become pointless if a couple doesn’t think that you care about what they have to say.
When it does get to question time, ask the right types of questions:
- Open-ended questions that won’t just result in a yes/no answer
- Aspirational questions to get an idea of what the couple really wants
- Past experience questions to get an idea of what the couple may want to avoid or how their experiences with other wedding suppliers have influenced their wedding planning now
Once you have the information you need then it’s time to tailor a solution to them. Even if it’s something that you do all the time, making the couple feel like you’re tailoring a service to them or being specifically aware of their needs will make them feel more important. People buy on emotion, and an emotional connection will make your message more persuasive.
The other thing you want to do at this meeting is making sure you and the couple are on the same page. Getting them to agree with what you’re saying and building up the points that you do agree on will make you seem like an even better fit.
Finally, don’t be afraid to ask for the sale. Potential couples will still be talking with other wedding suppliers, and if you’re not asking for the sale then your competitors will. If you’re all on the same page and you think you’re a good fit, then there’s no reason why you shouldn’t ask them whether they’d be interested in booking you for their big day.
What do you have to lose?