Making the Sale: It Begins With Thinking About the Guests

June 26, 2014 by Brian Lawrence

If you think about it, while a bride often dreams of a perfect wedding, it’s far more important for her to have a healthy marriage.  And in reality on the wedding day couples are so immersed in the magnitude of the wedding, being the center of attention and having so many conversations with guests that often the memory of the wedding day is one big haze. It’s just too much sensory and emotional overload to step back and take it all in.

Why is this an important point to understand? It is important because it serves your company during the sales process.  You can share this as a truth to realign your prospective client’s thinking and make them understand that the marriage is about them but the wedding reception is about the guests. It will also shape how they see you as the prospective entertainment.

When you realign someone’s thinking, other things happen, you lower defensiveness, price resistance and perhaps the need to shop around. All these things make it easier to provide a great service, as well as make a sale.

Most entertainment professionals will show the guests a good time and they will register the experience as a night of fun. With all the planning and money invested, isn’t that all a couple could ultimately want for their guests to experience?

Therein lies the opening in shifting the thinking of the couple. Focus on creating a meaningful experience for their guests.  This can be accomplished by putting thought into the ceremony as an entertainment professional. For example, making the first dance something different, and/or having a surprise entertainer come in and do something that guests would never expect to see at a wedding, are two ideas that will make the event special and memorable for the guests.

As the entertainment, you can also make it about the guests but also combine this with an opportunity to share your brand. Include memorable items that become associated with your brand but also encourage the general wellbeing of the guests. It can be anything from personalized guest towels in the powder room to a beautiful basket of toiletries. It can be distributing disposable cameras and video recorders for guests to feel part of documenting the day. It can be a long stem rose that is handed out to each guest when they arrive. This part is up to you and your creativity.

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Brian Lawrence (6 Posts)

Brian Lawrence, developer of Sellthebride.com, owns Local Traffic Builder a nationally known web design, marketing and social media firm serving the wedding and event industry and my web designer and has served clients such as Alan Berg, Continental Caterers, and Chabilmar resort in Belize. He has spent 30 years in the wedding and stationery industry as a first multi – store owner and then VP of Sales and Marketing for the industry leading wedding invitation brand Encore Studios. He is the author of “The Wedding Expert’s Guide To Sales and Marketing” (given a 5-star rating by Mobile Beat Magazine) He has helped thousands of industry professionals with his marketing insights through personal consultation, his books, seminars, blog and articles with his passion and knowledge for the industry and broad experience. He has been a speaker and major presence at Wedding MBA the last several years and co-created and co-produced the concept for the highly successful wedding industry conference The 21st Century Bride in March 2011, the first industry conference held live and video streamed world-wide. He was also the educational blogger for Bride Live.


Filed Under: Sales & Marketing, Weddings