Cold Shoulder: Why They Don't Book You

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Your Goal: More Bookings Better Bookings


Text ELEVATE to 345345 (and reply to the text with email address)


What is the Customer Experience? From when they find you, until either: - They stop working with you (don’t hire you) - You stop working with them (job complete)


The Customer Experience‌ Processes: Their path is guided through your processes. Systems: Those processes are supported by your systems.


Today, let’s talk about…

From when they find you, until they stop working with you (don’t hire you)

Change that to “hire you!”


Look at it Stage by Stage:

• Finding You (and Reaching Out) • Initial Reply to Inquiry • Pre-Meeting/Contract Communication • Meeting/Site Visit/Proposal • After Contract/Invoice Sent


Based on ideal client! Must meet or exceed THEIR expectations. Think about differences for: • Millennials • LGBTQ • Lower vs Higher Budget

NOTE: No business model is wrong, but some are not profitable and/or not fun.


“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou

What we do is personal. This is their one and only.


Know your numbers!

Algebra? Yep! Stage by Stage – but backward…

# of bookings needed

# of meetings / proposals needed

# of email replies needed

# of inquiries needed

Google Analytics – know those numbers too: website visitors à contact form visitors à inquiries submitted


Finding You and Choosing to Contact You


Stage: Finding You and Choosing To Contact You

The “No No” and “Yes Yes” of what they see

• Website • Pricing • LGBTQ Experience

• Reviews • Fit/Style • Referrals


Stage: Finding You and Choosing To Contact You

Website: • • • •

“Outdated” Updated regularly (by a pro!) “Errors – spelling, grammar, broken links” Fix these! “Tough to navigate” Modernize & ask for external tester “Couldn’t find information I was looking for” – Including pricing information, even range Proactively include FAQs & some pricing info


Stage: Finding You and Choosing To Contact You

Website continued: • “Didn’t show style/fit/approach I was looking for” Speak to your ideal clients – images & verbiage • “Bridal bias and didn’t show LGBTQ experience” Not only for LGBTQ couples but modern brides/grooms too • “Impersonal – no picture of person/team” “you” and “I/we” and “together” – be human!


Stage: Finding You and Choosing To Contact You

“Tough to inquire” How you can help them to inquire: • Form itself Speak to your ideal clients – Balance need for info vs simplicity – Messaging around it, if not in it – Watch your language (e.g. bride/groom) • Multiple methods available Email, phone, social + form – Don’t hide your contact info or force the form


Stage: Finding You and Choosing To Contact You

Website: Content Control ! Own ! Social Media: Content Control ! Own " Online Listings: Content Control # Own "

Don’t Forget This!


Stage: Finding You and Choosing To Contact You

Reviews: • Can’t control content – your Customer Experience strongly influences it Set expectations properly Meet or exceed them

• Didn’t see many reviews Ask for reviews in multiple places • No/few recent reviews – still in business? Actively ask for them regularly


Initial Reply to Inquiry


Stage: Initial Reply to Inquiry

The “No No” and “Yes Yes” of your reply

• Generic / No personality • Questions Unanswered • LGBTQ Sensitivity / Bridal Bias

• Speed • Errors • Pushy


Stage: Initial Reply to Inquiry

Answer in reasonable period of time • Speed: – “Few days” “Few weeks” “A month” “Not at all!” • Errors: Attention to details = professionalism – “Spelling and grammar” “got my name wrong” “details of wedding wrong” • Bridal Bias: Don’t assume anything! Ask. – “Responded with male/female pronouns about partner without asking” “Even with both feminine names”


Stage: Initial Reply to Inquiry

• Generic / No personality: “Canned emails not personalized” “Abrupt email” “Short – two sentences” “Like it’s just a job to them” “No effort to be friendly/welcoming” “Lack of effort in the reply” “Didn’t seem excited about our wedding” “Did not seem to be patient to listen to your needs and wants”

Chance to positively affirm why they reached out to you

Make it personal in any way possible Template is prep work, not final product!


Stage: Initial Reply to Inquiry

• Questions unanswered If you need more information: • Answer in reasonable period of time • Answer as much as you can • Ask for what information you need – And explain why!

vMake it easy for them to give it to you!


Stage: Initial Reply to Inquiry

Remember: • This is about beginning to build trust and a relationship. • And affirming expectations about working with you. Each interaction with you should do this.

• Not just a transaction for them! Pushy and Aggressive should not be how they describe you!


Pre-Meeting or Contract Communication


Stage: Pre-Meeting or Proposal or Contract

The “No No” and “Yes Yes” of your premeeting / proposal communication

• Generic / Not willing to customize or help • Price / Didn’t Show Value • Speed / Organization / Professionalism

• Fit/Style • Errors • Pushy


Stage: Pre-Meeting or Proposal or Contract

Want to feel like they matter to you • Timely Communications • Personal, Specific to them, includes Personality

Don’t Hard Sell • Follow-up to check in - Confirm receipt - More questions? • Empathy – they have lots on their plates


Stage: Pre-Meeting or Contract

Can use events as great additional follow-up opportunity! Upcoming wedding show? Engagement Season? Chance to check in one more time


Meeting or Site Visit or Proposal


Stage: Meeting or Site Visit or Proposal

The “No No” and “Yes Yes” of your postmeeting / proposal communication • Pricing / Value • Customizable / Flexibility • Reliability / Professionalism

• Speed • Pushy


Stage: Meeting or Site Visit or Proposal

Key Things to Remember:

• Set a timeline on the contract/payment – Communicate it and be fair to you & them

• • • •

Email with it should be personal Okay to give help (referrals/advice) Make it easy to sign and pay you! Follow up before contract expires to check in


Stage: Meeting or Site Visit or Proposal

What else would help? • Add-ons • Discounts • Flexibility vs set packages • Personal / Human


Overall Advice


Overall Follow-up & Communication Advice

What do they wish you knew matters most? • Professionalism • Human / Understanding / Helpful • Customizable / Flexibility / Personal • Speed of Follow-up & Communication • Website / Errors


Back to the Numbers!


Know your numbers!

Algebra? Yep! Stage by Stage – but backward…

# of bookings needed

# of meetings / proposals needed

# of email replies needed

# of inquiries needed

Google Analytics – know those numbers too: website visitors à contact form visitors à inquiries submitted


Know your numbers!

Algebra? Yep! Stage by Stage – but backward‌

# of bookings needed 10

70%

# of meetings / proposals needed 10=X*.70 X=14+

50%

# of email replies needed 14=X*.50 X=28+

50%

# of inquiries needed 28=X*.50 X=56+


Once you know your numbers… • Where are your numbers weakest? • What can you change at that stage? • Does that make a difference? Track results and adjust as needed


Cold Prospects into Hot Buyers


Cold Prospects into Hot Buyers

What about if not ready to book? • Met at wedding show – unplanned contact and out of planned sequence • Lots of plans not yet firm • Life got busy or illness suspended planning • Holiday season


Cold Prospects into Hot Buyers

Follow-up…

without being pushy!

• Preparing for wedding show • Engagement season is coming • Newsletter or Blog? Advice or Ideas



Now What?

They’re booked. Now is where you start to earn that great review! Their Customer Experience has only just begun‌


Keep In Touch! Can I Help? Bethel Nathan Elevate by Bethel – business coach Ceremonies by Bethel – officiant open to all www.elevatebybethel.com www.ceremoniesbybethel.com Instagram & Twitter: @bethelnathan Facebook: @elevatebybethel and @ceremoniesbybethel

Text ELEVATE to 345345 (and reply to the text with email address)


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