After Close Selling
With a potentially very long lead time between the booking and the wedding keeping in contact with the customer and continuing to sell yourself is such a great thing to do for the following reasons.
1. Connection and rapport
By keeping in contact it allows a stronger bond to build between yourself and your client. This building of rapport is such an amazing thing for both of you and will only heighten their satisfaction with the fact they’ve booked you.
It can also build a sense that they will be able to help them with ideas for the weddings or recommend other suppliers.
Sometimes people spend a long hard time thinking about decisions whereas sometimes they will book completely on a whim because they felt excited about an idea at a wedding fair etc.
By keeping in contact with a couple and continuing to send them marketing type material which shows off just how great you are it is only going to serve to validate and confirm this decision with them.
This is particularly important if they did book on the spur of the moment.
Providing this validation of just how great your business is will help to set into stone even further that the idea of booking you was the right one.
3. Becoming less of a luxury
No matter how you want to dress things up a wedding actually only needs two people and someone to do the ceremony (pretty much.)
Everything beyond that is a luxury item as in it is actually superfluous to requirements so whether you’re a dress supplier or a harpist the day can happen with or without your product/service.
Realistically there are going to be an awful lot of things which most couples will categorically need for their day but everything else outside of that is an extra.
In terms of “extras”, you will be fighting with other suppliers for your piece of the budget that they’ve set out for all of their “extras”.
The problem with being in this “extras” category is that you can be seen as dispensable should anything then change with the couple financially.
By continuing to sell yourself after the booking and proving to the couple how much you’ll be doing to improve their wedding day you will be moving away from dispensable and towards necessary.
4. Reduce cancellations
Taking the above 3 points into account.
If you improve your connection, validate their decision and make yourself indispensable then you will be moving away from the chopping block if things need to be tightened.
5. Make more money
Myself and Jack are very strong advocates of having upsells within your business.
These are extras which people can add to their existing package with you.
Selling these extra things which are available alongside convincer and connection building emails gives you a chance to make more money.
Also, if you do have various different packages on offer then if you’ve created a good connection with your couple then approaching them maybe a month before the wedding seeing if they want to upgrade makes a lot of sense.
This is going to have a much higher conversion rate than if you had created no connection with them at all.