I often hear from people that the #1 most effective marketing resource of Brides who sign a contract with them is word of mouth. You won’t get an argument out of me that word of mouth is the most powerful marketing out there. When a prospect who hasn’t done business with you comes to you “warmed up” by someone else who has built or earned the trust with the prospect, you have a substantially higher potential that the trust will be passed on to you. Here is the key; more trust = higher chance of gaining a new customer. That is why word of mouth is such an effective method of marketing.
The problem for wedding professionals with word of mouth is that few if any have a solid strategy on
1) how to get the leads coming in the first place (most are accidental, not a planned response by the person gaining the leads- simply a nice action by the referrer of the leads) and
2) how to keep the leads flowing. (they simply don’t get enough or get them on a regular basis)
Fact is, there are many wedding businesses that have a steady stream of Brides coming through their doors due to the effective marketing they have done. Perhaps that marketing is through paid sources or because they have been doing it for a long time, nevertheless, they have Brides coming through their doors who may not have purchased what you sell.
This is no big, wild, hairy secret.
In fact, everyday of the week, there are wedding vendors who walk into these venues and bridal salons who have spent the time, money and energy to make their marketing work with a big stack of business cards and brochures. These vendors are expecting that because they have stumbled across the idea of putting their stuff out there, these sources of Brides (bridal salons and venues) will not only embrace them with open arms, but will trumpet their arrival. What usually happens is not what the hopeful referred (the vendor) wants to happen; their cards and brochures get set aside (sometimes trashed) because the salon or venue has no reason to refer them. It takes more than simply dropping off some cards to ride the coattails of their effective marketing.
There are techniques that work and there are techniques that do not. If you were to maximize both sets of these techniques, your business would stand a dramatic increase in not just signed contracts but also would be getting those contracts at the lowest investment out there in your marketing dollars.
(that’s right- spend less money to get more clients. No joke-it happens all the time)
The struggle becomes getting on these lists.
In working one on one with hundreds of wedding businesses and surveying over 200 reception venues and bridal stores, I have found the methods and techniques which work (as well as those that will never work) and have put them into a 60 minute audio CD
For the past three years, this Audio program has become my best selling CD for one simple reason- this is one of the best methods for you to use to market your business which has a direct relationship to your efforts (as opposed to your money spent). When you hustle, when you work and when you do the right things, you find the right results. This CD will help you find the shortcuts to that success you seek.
Filed Under: Business, Exclusive Online News and Content, Sales & Marketing, Weddings
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