How to create an incredible experience for your wedding clients, and why it matters so much

The wedding industry is like no other. It works differently; couples make more heart-led purchasing decisions and are more likely to work with people who inspire them than those who can simply do them a good deal.

Your couples can become your biggest cheerleaders and sources of business if you look after them, truly understand them and enchant them every step of the way.

First impressions count

Your website needs to be immediately welcoming, easy to navigate and full of inspiration. Talk to them; whether you’re a floral designer, wedding planner or photographer your couples need to trust that you understand their needs and have the skills to produce something exceptional. Use the copy on your website to foster that trust, demonstrate your expertise and make them sit up and take notice.

Sell {without the hard sell}

Nobody likes being sold to, especially not when you’re planning a wedding. Forget the hard sell here, it’s about creating a process to manage your enquiries, consultations and bookings with care. Think about how you can make them feel like they’re the only couple that matters, like nothing is too much trouble and how you will work together with them and be part of an incredible celebration. Hold their hand and guide them through your sales process and it’ll feel like a breeze.

Enchant them at every opportunity

Once you’ve booked your client you need to keep them enchanted every step of the way. Whether it be through a beautiful welcome gift, the way you conduct your meetings, sending them the most incredible mood boards or simply by having stylishly branded communications throughout, see this as your opportunity to create a real experience for each client. They need to feel valued, inspired and excited at each point of contact.

A lasting impression

On the big day itself continue the process. How can you leave them with a lasting impression of the time you spent together? How you can ensure they will rave about it in the future? This is a real opportunity to cement their experience of working with you – make it count, and make it memorable.

Why does it matter?

Why is this even important?

I firmly believe that the secret to running a business in the wedding industry with longevity is having the time and space to create your best work. You can only do this by knowing who you want to work with, and attracting more of those clients.

Creating an experience for each client from their first contact with you to the moment they walk down the aisle is so important as it makes them far more likely to recommend you to others in the future.

If they feel they have been nurtured and taken care of from day one, they will spread the word and become your biggest cheerleaders. Referrals are the most powerful potential clients you can get, as they are already in the mindset of trusting you. Your job is then simply to demonstrate your expertise and show that you understand them.

If this article has resonated with you and you’d like to work more deeply on Captivating your Clientele I am running the second workshop on Tuesday 5th March 2019 – head to this page to read all the details, I’d love to see you there!

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