Own Your Business

Sales is a numbers game. It’s all about optimizing conversion rates at different points in the buyer’s journey. Get the couple to inquire. Then to respond to your inquiry. Then to like you on the discovery call, read your proposal, and finally send in a contract and deposit. You’ll guide a potential buyer through dozens of micro-commitments throughout the sales process. Unless you blow it. Unless you make it hard for them to move forward. Unless you scare them from making the next step. That’s exactly what I’m talking about on today’s episode of Own Your Business, where I’m diving into sales tactics that might work some of the time, but often backfire and blow up the potential for a couple to book your services. I talk about: - Scarcity, that double-edge sword that kills more deals than it converts - The fine line between prequalifying and over-qualifying - Why too many pros confuse elusive with exclusive - What item on your email signature is costing you thousands in lost sales

If you’re like most wedding pros I know, your inbox isn’t flooded with inquiries right now. And if you’re getting at least a trickle, you know how important it is to make the most of the few that are flowing through. That’s why it’s crucial to get the kinks out of your sales process - and a great place to start is when and how you’re trying to close the deal. In this episode of Own Your Business, I talk about: Three big reasons why you’re getting ghosted or getting nos 5 popular approaches to closing that actually backfire more than they work Simple ways to tweak the process - not overhaul it - to convert more inquiries at higher prices Oh, really quick, before we begin the program in 15 seconds: If you’re a wedding planner and it’s Monday or Tuesday BEFORE March 8, 2023, check out breakthroughweddingplanning.com for information on the new training program I’ve partnered on with Megan Gillikin from The Planner’s Vault. We’re showing event managers how to sell and service full-planning clients so you can make more with every date on the calendar and get more of your weekends back!

It’s hard not to feel a little burned out after COVID, postponements, and the ‘22 wedding boom. Four months ago, everyone was in the weeds. Two months ago, we were grateful for the holiday season and the rest that it brought with it. And now we’re back in it trying to get ready for another go-round in the spring and summer. Today, I interview Bob Spiegel, the chef owner of Pinch Food Design in New York City. He didn’t lose his motivation during the pandemic. In fact, he found renewed inspiration. This wasn’t his first experience with a rough stretch. He’s been through them before, because he’s been catering parties for the past 40 years. And even though he’s got more years on his resume than many wedding pros do years on this planet, he still approaches daily work like a kid. He’s curious. He’s constantly challenging himself. And he’s committed to his team like few other business owners I know in the industry. In today’s episode, you’ll hear: - How Bob balances running a business with feeding his creative spirit - What gives him the edge he needs to keep things sharp day in and day out for four decades - And what he does to refill his passion and put purpose to everyday work I hope you enjoy the conversation. A short message about a new program for planners I’m doing with Megan Gillikin of The Planner’s Vault. If you or someone you know want to get out of the month-of rut and book more full-planning clients, check out Breakthrough. It’s a three-month intensive designed to show planners how to sell and service more than month-of couples. www.breakthroughweddingplanning.com

If you want to get to the top of your market or field, you have to be the best. Not in just one area, but several. Sometimes you’re naturally good, or you get lucky and knock it out of the park on the first try. But most of the time you’ve got to refine your approaches with little tweaks here and there. In this week’s episode of Own Your Business, I sit down with Alex le Roux, the founder and CEO of ALR Music, Europe’s biggest event entertainment company that’s quickly expanding to the Middle East and United States. We chat about - How his entrepreneurial upbringing impacts his current success - Ways to scale the business without doing it all yourself - How to pick the right people for your team - And where he gets inspiration to keep coming up with new ideas 10+ years in I think Alex is one of the smartest, savviest business owners in the events industry, and after this interview I think you’ll see why. Enjoy the conversation! Oh, a quick note. If you’re a wedding planner who’s stuck booking month-of clients, but want to fill your calendar with more full-service clients, check out the new three-month training program I’m doing with Megan Gillikin of The Planner’s Vault. Visit the link in show notes to get early-bird VIP access starting Monday, February 27.

Booking more events is a good goal for any wedding pro. But as your business grows and you start filling your calendar, it’s super important to get more from each date you book. It’s the only way you can live the fantasy of “work less, make more.” Unfortunately, many wedding pros get in their own way when it comes to booking higher packages. Some of it is mindset. Some of it is bad pricing and package design. In this week’s episode, I talk with my friend and fellow educator, Megan Gillikin, about what stands in your way of getting more for the dates you fill - and what to do about it. Also, a quick heads up for you planners out there: Megan and I are hosting a free workshop on Monday, February 20th. It’s called “Why Couples Don’t Book Full-Service Planning - and What to Do about It.” Register with the link in show notes, and join us. If you’re stuck in the vicious cycle of booking month-of clients and you want more full-planning couples you won’t want to miss this one. www.ideactionconsulting.com/book-more-full-service-clients-workshop

Special treat for you this week. Replay of a panel we hosted last week with Kate Turner, Abby Jiu and Julian Leaver. All three are clients of Ideaction Consulting, and also The Media Socialites, the company we’re doing the Social and Sway Mastermind with this year. We brought them together for a conversation because we wanted our audience to hear their perspective on what helped them get where they are today, which is near or at the top of their respective markets. As you’ll hear, there are lots of ways to get where you want to go - but the fastest and most enjoyable approaches share a lot in common. Here are some of the big highlights from the discussion that you’ll get: Top 10 Takeaways Success isn’t granted. You have to go out and get it, especially when it's slow. When you think you’re doing really well, there’s so much more out there - but you have to do things differently to take it to the next level and stop leaving money on the table. Ideal clients want to see themselves in your work, so know what to post and how to present it on social media and your website. Sales is something that has to be learned. Find an expert and do what they say. Everyone “plateaus” or “hits a ceiling.” The pros who push through do it by getting help from experts who know the way. Guessing what to post on social media and how to sell to couples is the slowest way to success. You improve what you focus on. Pick carefully and be strategic. You can’t do it all. Find others to round out your team in key areas. Get good at the hard things, because everyone else is struggling and if you can be just a bit better than you’ll win the business more often. People at the top don’t get there by themselves. They have help from coaches and advisors, and their biggest regret is not hiring them sooner. We had nearly 100 people on live with us, and we kept them all on for the duration of the conversation. If you don’t make it to the end, do yourself a favor and check out more information on Social and Sway, the new mastermind we’ve created for wedding pros who want to attract and book more ideal clients. Click the link in show notes and go to www.socialandsway.com The curriculum for the program is 25% social media, 25% other marketing, and 50% sales. This mastermind tells you exactly what to do in areas you’re either a) getting stuck, or b) leaving money on the table. It’s not an expense, it’s a money-maker for your business. Last day to sign up for this one is Tuesday, February 7 at midnight.

Who wants more ideal clients in their inbox? And signing contracts? That’s what I thought. If only wishing made it happen. The reality is ideal clients are hard to get if hope is your strategy. That’s why I asked the one and only Katy Taylor Jacobson to join me in a conversation about: - What is an “ideal client” (besides one with a big budget)? - How do you attract them in the first place? - Why do they want to connect with your brand? - And how to deal with behind-the-scenes decision-makers who are less than ideal? Oh, and we’re sharing information on our new mastermind, Social and Sway, co-created with Persephone and her team at The Media Socialites. Get more information about the mastermind at www.socialandsway.com

It’s inquiry season, and many wedding pros we’ve talked with aren’t getting much in their inboxes right now. So I brought on our head copywriter (who happens to be my lovely wife), Katy Taylor Jacobson, to talk shop about ways to make your website more effective. In today’s episode of Own Your Business, we explore 7 big website mistakes that cost you inquiries - and what you can do to fix them before it’s too late to leverage for this year’s booking season. - You’ll discover ways to make it easier to move through your site - The #1 thing attracting price shoppers to your inbox - The biggest mistake that makes it hard to inquire - And why your images aren’t attracting the right clients Go here to get on the waitlist for discounted website reviews: www.ideactionconsulting.com/website-review-waitlist

This week I’m joined by Persephone Maglaya, Founder and CEO of The Media Socialites and Bridal Vogue, an instagram account she founded 6 years ago with over 200k followers. The Media Socialites work with over 100 companies in the luxury wedding market, many of whom work with our business to book more clients at higher prices. She helps attract more ideal clients to the website, and we work to get more inquiries to your inbox and bookings on your calendar. It’s a natural fit. Check out the episode to get insights into: - Big myths and misconceptions about content creation - What trends to pay attention to - and what ones to avoid - Ways to boost referrals from past and current clients - And the #1 reason most wedding pros struggle with social media Hope you enjoy the conversation with Persephone. We had such a great time recording it, we decided to do a full workshop on how to create content that connects with your ideal client on social media. We’re going to focus on how to do three things: Showcase your brand style Tell stories that stick with couples Trigger the deepest psychological needs in your ideal clients If you’re interested in attending our free workshop this month, press the link to register. www.ideactionconsulting.com/content-that-connects-workshop We’re doing it live so we can answer questions. But people who sign up will also get access to the replay. Hope to see you there! www.ideactionconsulting.com/content-that-connects-workshop

Do you ever wonder why certain people seem to have all the luck? Let me tell you a little secret: It’s because they make their own. The sales process I train clients (and podcast listeners like you) on is one of many ways you can sell your services. Other approaches will work…but not as much as one I’ve created, because this one is designed around the way humans make decisions. On this episode of Own Your Business, I’m share with you: - Why small improvements in key areas will produce BIG results - 7 deadly sins most wedding pros make in their sales process - My simple step-by-step for guiding clients through the buyer’s journey I’m also announcing my first mastermind - and it’s going to be co-led with Persephone from The Media Socialites. We open the doors later this month, but for now we’re giving away solid gold nuggets in a free workshop you can sign up for with the link in my show notes. You’ll walk away with techniques you can put into practice immediately to create social media content that connects with your ideal client. www.ideactionconsulting.com/content-that-connects-workshop