Own Your Business

Let me tell you what I’ve learned after talking to hundreds of wedding pros who aren’t getting enough bookings or the right kinds of bookings. Most of the challenges you’re running into are self-created. You’re doing it to yourself. In the wedding industry, we tend to blame outside forces acting upon our business for the reasons why we’re not doing well, or not reaching our full potential. The economy. The election cycle. Declining engagement rates. Wars overseas. Yes, these impact the macro conditions we all work in. But how do you explain some people having banner years while others are struggling? Yesterday I had a call with a long-term coaching and copywriting client who’s fully booked for 2024 at her highest rates yet as a full-service planner, and then I opened my inbox to find an inquiry from a photographer who’s not booked anything in six months? The economy, election cycle, engagement rates, and wars affect both of them equally.  Both were getting enough inquiries, but only one was converting them. Why is one thriving with a full calendar and the other is trying to figure out how to get the next booking? Much of it has to do with two things: How the sales process is designed Your sales skills Here’s the good news: If you’re running into issues with a poorly designed sales process, we can fix some of it in this episode, because the first big issue to fix is the inquiry response.  You’re going to discover four big no-nos, why they’re wreaking havoc on your conversion rates, and what to do about it instead.

Most wedding pros aren’t getting enough inquiries to feed their businesses - and the website is often the reason why.  Yes, even for those of you in the luxury market. My general rule of thumb for the luxury market is to get 10x the number of inquiries as you need bookings if you want to get the most from your bookings. For those NOT in luxury, it’s more like 4x-6x as many inquiries as the number of bookings you want.  It’s easier than ever for couples to inquire, but why does it seem like there’s not enough good ones in your inbox. Today, I’m bringing in my business partner and better half to talk shop about how your website is making it harder to get the right kinds of clients to inquire.

Learn from top wedding pros about how to break into the luxury market with personalized services and attention to detail. Discover the secrets to building trust with affluent clients and the importance of authenticity in business growth. Embrace consistent hard work and continuous learning to succeed in the competitive luxury event planning industry.

Tara Blunk, a photographer, shares her journey and insights on working harder and smarter, overcoming fear and failure, and learning from mentors. She discusses transitioning from a solo business to a husband and wife team, living with a samurai mindset, the importance of hard work and taking action, and finding passion through putting in the work. Stay connected with Tara's journey through social media.

Exploring the unique challenges and opportunities faced by event professionals in 2024, reflecting on past failed predictions and making bold new ones, the importance of assessing circumstances before moving forward, navigating the unpredictable landscape of the wedding industry with strategies and tips, and finding your purpose amidst the challenges and uncertainties of 2024.

The podcast debunks myths about breaking into the luxury market and emphasizes the importance of hard work. It also discusses the significance of making a good impression with clients and the need for well-written content in the wedding industry. Seeking guidance and standing out in the luxury industry are also highlighted.

Last week, I shared insights on why couples aren’t booking vendors at higher price points. It’s largely due to an imbalanced value proposition. Price is higher than the value offered by the vendor. It’s one of the biggest obstacles that wedding pros run into when trying to make the move into premium and luxury markets. But it’s not the only thing getting in the way of you charging higher prices. Today, I want to bring in my better half for a conversation on what’s getting in the way of your success - and what you can do to overcome these obstacles. Quick note if you’re listening to this before February 7, 2024, our Sway Mastermind is officially open for enrollment. It’s a complete level-up for wedding pros interested in either a) moving into the luxury market, or b) trying to book more consistently at higher prices if you’re already on the monogrammed dance floor with affluent clients. Check out the link in IG profile or go straight to www.ideactionconsulting.com/mastermind for more information on the ridiculous VIP offer on the table through Feb. 1, including a lifetime discount on Ideaction services.

The single biggest reason wedding pros struggle to convert couples at higher prices is because you’re not justifying the extra expense compared to someone who’s cheaper. Let’s be honest, most of you offer packages with features that are nearly identical to others in your field. You want to know how to stand out in a crowded marketplace? And get clients to gladly pay more for what you’re offering? Build value. Create desire. Which is exactly what I’ll talk about in this short episode that shows you where to focus your energy in 2024, especially during inquiry season.

Learn how to attract higher paying clients in the wedding industry by elevating your personal brand. Get expert advice on etiquette, grooming, attire, communication, and networking from Julian Leaver, a successful wedding planner and certified protocol officer. Discover the importance of polishing interpersonal skills and making people feel comfortable, along with a free workshop on modern etiquette approaches.

Guest Julian Leaver, luxury planner and certified protocol officer, joins the podcast to discuss what it takes to build trust with wealthy clientele. Top photographers in the wedding industry share insights on finding success in luxury photography, exceptional customer service, surprising and delighting clients, selling through planners, and dispelling myths. They emphasize the importance of personalized service, creating lasting impressions through small gestures, developing strong relationships with wedding planners, and understanding different buyer types in the luxury space. They also discuss the challenges of balancing business and photography and staying connected with brands and educational offerings.