Own Your Business How to Upgrade Your Ideal Client with Julian Leaver
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May 26, 2025 Julian Leaver, owner of Julian Leaver Events, shares his decade-long journey in the wedding planning industry. He discusses the importance of choosing the right clients and strategic partnerships for growth. Julian reveals insights on evolving client strategies from budget-conscious to high-end experiences and navigating the complexities of securing bookings in the luxury market. He emphasizes the balance between steady growth and innovative client interactions, sharing that real success comes from personalization and understanding client dynamics.
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Julian's Early Wedding Business Start
- Julian started his wedding business slowly, working alone and taking whatever clients he could get.
- His initial clients resembled those he knew from hotel sales, mostly budget-conscious relator and analyzer types.
Gradual Buyer Type Transition
- Moving ideal clients around the buyer types dial happens gradually to build portfolio and manage risks.
- Transitioning quickly across client types is difficult and the portfolio should reflect this phased growth.
Keep Base Clients While Scaling
- Do not alienate base clients when leveling up; maintain a mix of client types.
- Book more events to widen your referral pool and sustain business growth.