Own Your Business Selling to BTS Decision-Makers with Amrit Dhillon-Bains
Selling to BTS Decision-Makers with Amrit Dhillon‑Bains
Selling and managing luxury weddings is hard enough. Add multiple decision makers, deep cultural traditions, and high emotional stakes — and it becomes a true test of your sales and client service skills.
In this episode, Sam sits down with Amrit Dhillon‑Bains, founder of Anaïs Events, a Northern California–based planning and design firm specializing in upscale, highly personalized South Asian weddings. Amrit brings a rare blend of creativity, business acumen, and cultural insight to her work, helping families plan multi‑day celebrations with hundreds (sometimes thousands) of guests — while keeping everyone aligned.
Amrit shares how she:
Identifies and maps out key stakeholders early in the process
Gains trust and buy‑in from even the quietest or most resistant decision makers
Handles sensitive family dynamics with empathy and authority
Prepares clients to make informed budget decisions without alienating them
Personalizes proposals and sales conversations for each unique family and situation
Balances flexibility and boundaries to maintain a sustainable business
Whether you work in luxury weddings or simply want to improve your ability to sell and serve complex client groups, this episode is packed with insights you can apply right away.
Connect with Amrit Dhillon‑Bains: