This morning, I had an animated exchange with a DJ company owner. Tonight I’m giving a presentation at the Las Vegas Wedding Network, and we were discussing some of the points I’ll be making.
Part of my opening volley will be to address the various reasons a company will be exhibiting at a show (or shows) this season. I have about a dozen reasons, and I’m betting most companies don’t have more than two or three.
Our point of difference was about ‘closing sales.’ Yo!! If the prospect is ready to hire your service, you’re telling me you want them to schedule an appointment to do that?
In my world, you have 3-part agreements (no carbon required) or your laptop and a small printer, and you bang out the agreement. All I was hearing esoteric jive about ‘wanting to get to know the client and her needs.’ That’s very nice, and also important; however, unless you are in the habit of turning down bookings, frequently, because you don’t like the prospect, then JUST SAY YES!!
This is not being aggressive; it’s being agreeable. In the few days between the show and an appointment, another company may close that sale because YOU didn’t know how to say, “I’m glad you want to put us to work. Let’s go ahead and firm up that date for you.“
Yes, bring a credit card machine or use your computer as a virtual terminal. Also take checks, cash, or food stamps… well maybe not food stamps.
What’s the flurry of activity in your booth? It’s you, finalizing one or more bookings. Other people see it, and are magically drawn to your booth and your service. Now watch the dominoes begin to fall.
Will all brides want to book at a show? No, of course not. And I’m not suggesting you push them. But if the buying signs are there, then ask the question: Do you want to meet with us at the office in a few days, or would you like to firm up the basic booking, today, to be certain we’re available? – THEN SHUT UP! – Depending on the answer, either book the appointment or book the gig.
Glad I got that out of my system!
The Wedding Marketing Authority
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