The 2024 Evolve wedding industry networking and education event series wrapped up for another year, visiting more than 600 wedding suppliers in Melbourne, Sydney, and Brisbane.
As part of each event’s sales panel, local industry leaders shared their tried-and-tested sales strategies for converting leads to wedding bookings, offering a wealth of knowledge for wedding businesses. Here’s what we learned.
Building Rapport, Trust and Value
The planning process can be daunting for couples, especially those unfamiliar with it. Evolve panel moderator Easy Weddings and Venue Crew B2C Manager, Darcy Allen, emphasised the importance of guiding them through this journey.
By offering consistent support and building trust, you can ensure they feel confident and well-cared for throughout the process.
Prioritising rapport can significantly improve your conversion rates. These connections are key to sustaining and growing a successful wedding business, even in challenging times.
Darcy trains her sales team to build a rapport by asking five questions unrelated to the wedding. They can drop this personal touch into future conversations to enhance client relationships.
Rolling out the red carpet for couples involves more than fancy presentations. Louise Larkin, Events Director at Lavish Photo Booths, recommends active listening and thoughtful feedback. When clients feel heard and appreciated, they are more likely to trust you with their wedding plans.
She stressed the importance of asking open-ended questions. This technique invites couples to share their vision and needs more, making them feel safe and valued.
“It’s a simple yet effective way to demonstrate that you’re genuinely invested in their wedding day,” Louise added.
Tara Airlie, a NSW hair and make-up artist and owner of Airlie & Co agreed that respect is at the heart of any successful relationship.
“Treat couples with the same love and respect you would show a friend,” she said. “Ask them about their wedding experience — if they are stressed, use that as an opening.” Any way you can help take that stress off them fosters a positive, trusting relationship.
Sydney Photographer Ben Newnam agreed that weddings can be stressful for couples, underscoring the importance of being a calming influence.
“Answer their emails and questions swiftly, and give them reassurance in the lead-up to their day,” he advised.
“Building connection is everything,” agreed Showtime Event Group’s Head of Wedding Sales, Alice Hall.
Alice initiates her conversations with couples by asking what attracted them to other venues. This approach helps you understand their preferences and starts building a meaningful connection.
Louise added that establishing trust before diving into package discussions is a critical strategy for converting sales, especially when dealing with luxury items, or elements on the “nice to have” list.
Understanding couples’ motivations and demonstrating your value are other key elements to help convert leads.
Melbourne celebrant Tim Barnes offered a practical tip: Ask your last 20 clients why they chose your services, then use that information in your marketing. This insight can help you better understand what resonates with couples so you can tailor your messaging accordingly.
Standing out in a competitive market often requires going the extra mile. Tim shared his approach of offering a free dance class to couples, which helps him understand their dynamic. Finding unique ways to add value, such as assisting with vows or offering personalised experiences, can differentiate your business from the competition.
“I find little ways to add value to my business and explain that at the outset, so they know I offer more than just the ceremony,” he added.
Rob McMullan, Musician & DJ of Elevation Band highlighted the need to demonstrate your value over your price. “People don’t have money to waste, so you need to be explicit about your value,” he said.
Providing Inspiration, Leveraging Social Media
Inspiration can be a powerful tool in guiding couples through their wedding planning journey. Louise suggested using social media, particularly Instagram, to show clients what’s possible with your product or service.
Jasmin Barbuto, Wedding & Social Sales Manager at Ovolo Woolloomooloo, shared her motto: “They’re not getting married every weekend, but I am.”
By openly sharing your experience and maintaining constant communication, you can help couples visualise their wedding and feel more at ease.
The key element for venues is getting couples into the space. By taking couples on an inspirational journey, you can help them visualise their dream wedding, which may encourage them to upgrade or increase their spending size, Alice added.
Social media remains a vital tool for attracting enquiries. Musician Nick Read, of Nick Read Entertainment, discussed the importance of sharing live videos from events to inspire potential clients.
Likewise, Tara agreed that her business often receives enquiries through Instagram Direct Messenger. She responds to the lead on the same platform they contacted her, before transitioning to more formal communication channels like email.
Social media has been a “game-changer” for Natasha Hill, of Hills Celebrant Services. “After customer service, social media is the number one goal for my business,” she said.
Structuring Enquiry Responses for Success
Natasha shared her strategy of responding to enquiries within 10 minutes using templates that she personalises to each couple.
Nick recommended structuring your calls by asking couples to describe their entire wedding day vision. This allows you to address any concerns and present a package that meets their needs, making it easier to close the sale.
“I ask them, ‘Have you been to any weddings where things have gone wrong?’ and let them talk about it, then present them with a package that addresses their concerns.”
– Nick Read, Nick Read Entertainment.
“When you give them an offer that mitigates these problems, it elevates their emotion and it’s an easy sale,” he added.
Katrina Plant, Head of Sales and Events at The Fresh Collective, which includes Brisbane’s Waters Edge, advises asking questions, listening, and tailoring your offer to their needs.
Considered Follow-Ups
Nobody really likes to feel the follow-up, but like it or not, it is a key part of client engagement. Tara suggested sharing a gift, or a piece of inspiration, as an opportunity to reconnect.
“We gift them with something that shows a little bit about what we do — it could be an example of beautiful hair we did on the weekend. Think of it as a little gift disguised as a follow-up,” Tara said.
Ask For Reviews
Positive feedback can significantly boost your reputation and attract new clients.
Ben encouraged wedding suppliers to proactively ask for reviews after providing a great experience. He said to wait until your clients express their happiness, then ask them to leave a review on multiple platforms to diversify your reach.
For businesses just starting out, running a competition or offering a giveaway can help gain some traction.
“If you need to offer some free services to get the numbers up on reviews, do it. It gives your network confidence in your product,” said Amanda Appel, Co-owner of the Makki Group, which founded The Bower Estate and Kwila Lodge.
Time For Action!
By incorporating these strategies shared at Evolve 2024, wedding businesses can strengthen client relationships and optimise their offerings to enhance their overall success. Whether it’s building trust, tailoring services, or leveraging social media, these insights provide a roadmap for thriving in today’s competitive market.
Catch up on more insights from the Evolve 2024 sales panel here: ‘How Wedding Businesses Are Staying Ahead in Tough Times’.
To learn how your wedding venue or business can gain a competitive edge by partnering with Easy Weddings, submit an online enquiry form here, and we will be in touch.
