There are wedding professionals who believe that following up with prospects and leads is equivalent to stalking or harassing the couple. I know this because I’ve recently read it on one of my private Facebook industry groups. There are DJs, photographers, florists, and even wedding coordinators who believe that once a bride contacts their business, they should try to respond to the inquiry once, maybe twice… Then stop. Because anything beyond that would be considered stalking, harassment, or simply annoying. These wedding pros honestly believe that if they sit back and wait, a bride will return their call because they think the world revolves around themselves.
I suppose that there are different personality types for your prospect that would make this a reality (to learn more about personalities, connect with Vickie Musni, Certified Personality Trainer). But for most of the people that contact you, it’s simply not their reality. Many of our couples come to us after viewing our business online. My entertainment business receives a majority of inquiries after starting at Yelp, which redirects them to my website. I don’t know how else to put this:
Following up with a wedding inquiry is what the prospect expects from us.
I suspect that wedding businesses who object to an assertive follow-up plan are those who don’t feel comfortable with the sales process in the first place. These are the ones that don’t like to be referred to as salespeople, even though that’s precisely what they are (to learn more about developing an effective sales process, connect with Mitch Taylor, Gitomer Certified Advisor).
Those of us who are true wedding professionals realize that we were contacted by an individual who needs our help. Otherwise, why would that person have contacted you in the first place?
Many wedding professionals forget that brides and grooms have their own lives. Perhaps a soon-to-be client sends and email at 8:00am from her phone before her boss walks into her cubicle at work. Even if we call her every couple of hours, she may not be able to respond… because she is at work.
If she has emailed more service providers than just your business when she finally gets home for the evening, which wedding pro do you think she’s going to respond back to? The entertainment company that left one message, or the entertainment company that sent two emails, two text messages, and called three times?
The reason so many wedding pros believe that following up with couples is stalking is simple: They never get a callback. They don’t get the response back from a bride because their competition has proved to be more assertive and a better communicator who really wants to help. Consider that if a prospective client didn’t want you to contact them, not only wouldn’t they have called or emailed in the first place, but they would ask you to stop. And they don’t.
The couples that I’ve reached out to multiple times have told me how crazy busy their lives are and how appreciative they are that I am persistent in the process. Completely opposite of what some wedding and event sales professionals want to believe. Those companies want to believe it’s harassment because they are frightened or scared. They don’t want to upset the status quo. Trust me, nobody wants to hire a wedding pro that’s going to be lazy in the communications department.
Shockingly, this is perhaps one of the easiest ways to make your wedding company different and to have your clients raving about you on social media and to their friends (many of which are likely to be getting married soon). Don’t be the company that sits around waiting on the cows to come home wondering if they are doing the right or wrong thing. Start doing business. Start following up with your inquiries until you finally connect with them and get them to hire you or tell you no.
To discover more ways that will make your business different and stand out from the competition, join me Tuesday, October 4th at Wedding MBA for Divergent — a presentation that will highlight the 7 behavioral triggers of instantly becoming an industry leader.