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Why being able to sell your wedding services will only get you so far - Wedding Business Coaches

Why being able to sell your wedding services will only get you so far

Regardless of whether you’re a photographer, a stationer, a DJ, a magician or any other wedding supplier the ability to sell is paramount to your success.

In fact, by extension, any business will fail if it can’t sell what it does.

But in this blog, I’m here to tell you that your ability to sell is only going to get you so far in business and in fact if you ‘sell’ too much you’ll actually end up losing work.

It is actually your ability to close which is going to have an even bigger impact on your business’ success.

Selling and Closing

“Aren’t these the same thing?” I hear you ask.

Absolutely not.

Selling is convincing someone that an idea/product/service is something that they should implement/buy/book.

Closing is the art of actually making that person implement/buy/book.

“Isn’t that the same thing?” I hear you say again.

Ooh, you’re a difficult audience today.

Here’s an example that’ll hopefully help explain better.

An example showing that selling and closing are different

Let’s imagine for a moment that you’re a car person.

Your favourite car company releases a new model and it looks stunning, the features of it are incredible, it looks incredibly professional and you can just about afford it on financing if you trade in your current car which is absolutely fine.

What happens next is you stay with your absolutely fine model for the next 3 years until that “new” car isn’t new anymore but it is now more affordable.

You were absolutely sold on the idea of having that new car from the second you knew everything about it AND you could afford it.

BUT you didn’t actually get closed on the sale until 3 years down the line.

It doesn’t matter how or why you aren’t closed it just matters that you aren’t.

Hopefully, it is now a lot clearer why selling and closing are different.

What’s the point in selling then?

You may be sitting there wondering what the point in selling if closing is the thing that actually makes you money.

Your business is not going to succeed if you don’t have money coming in, it literally depends on it, closing gets the money in, however, you can’t close people who haven’t been sold on who you are and what you can do for them.

You will have convinced maybe 10 times as many people to do business with you than actually have given you money.
That would give you a 10% closing rate.

If you hadn’t have done the selling to them in the first place the close rate would be 0%.

Selling awareness scale

Unaware > Problem Aware > Solution Aware > Product Aware

Selling is the vital bridge between that takes people from being completely unaware that you even exist up to the point where you can get money out of people’s pockets.

The selling awareness scale above shows the various different states that a prospect could be in.
Let’s take you through an example of this so you fully understand it, let’s imagine that you’re a wedding band

Unaware – Literally has no idea that your brand exists.

Problem aware – Know that they, for example, need some entertainment for the evening.

Solution aware – They understand that a band is a great way to entertain their evening guests and put their personalities into the evening too.

Product aware – The prospect knows who is in the band, the type of music you play, the different service levels you offer and your price.

If you were trying to get the prospect to book (close them) the client at any of the states other than Solution aware then you simply won’t be able to do it.

That’s why selling is still so important.

Why selling isn’t enough

Once a prospect has been moved via selling through to being product aware and their questions have been answered they are in a place where selling is no longer necessary.

In fact, further trying to sell at this point is a huge mistake, if you’re still trying to convince them it’s a good idea after they already know everything then you’ll actually be taking things backwards.

A quick personal example

At my first wedding fair nearly a decade ago I had a rubbish stand, rubbish marketing stuff, knew nothing about selling or closing but I was very good at performing and talking to people.

I impressed a whole bunch of people with tricks I was doing after I’d done 2-4 tricks I’d then tell them the pricing and they’d take a leaflet.

I would keep showing them trick after trick after trick thinking that “just one more trick and they’ll make a booking” – pretty certain I didn’t even take a single booking that day.

I was still selling to them when they needed closing!


One of the biggest skills when it comes to closing clients, wedding ones or otherwise, is knowing when to make the transition from selling them to closing them.

One of my favourite ways is to simply ask “Is there anything else you’d need to know before you were ready to make a booking?”

This isn’t asking them to make a booking.

It is a transition question which moves people from one to the other.
If they answer yes then you could ask them what else they need to know. If no then you can move into actually closing them.

Other signs that it might be time to close a prospect:

  • Prospect talking about intricate details of how it will actually work at their wedding.
    This shows they are future-pacing themselves into imagining it on their wedding day.
  • Asking about payment details such as deposit amounts, how and when they have to pay.
  • More subtle body language shifts such as posture turning towards you, arms uncrossing and appearing more “open”.
  • Being in great rapport with you.
  • They are getting excited about the idea.
  • Saying things such as “can I book you now please?”

If they are exhibiting any other signs at all like this then you should be moving in for the close.

Some people will literally be waiting for you to ask “would you like to make a booking?”

Depending on your business the close might mean different things at different stages of the process, sometimes it might just be getting contact details (such as at a wedding fair), other times it might be them booking in a consultation with you (if you’re a florist for example) and other times it will literally be them parting with their hard-earned cash for your fantastic service.

Fear of closing

As Wedding business coaches we speak to a lot of businesses and I’d say at most 1 in 20 consider themselves comfortable with the idea of closing a client and completing a sale.

Everyone else seems to have a fear of doing so for a variety of different reasons ranging from “it’s rude to ask for them to book” to “I don’t like talking about money” to “what if they say no”.

Your wedding business isn’t a shop where people walk in, go up to a shelf, pick up your product and take it to the till to pay for it.

Part of your job description, whether you like it or not, is selling and closing.

Losing that fear

Assume that you’re in a position where you feel as if the person you’re speaking to is ready to make a booking.

Now ask yourself the following questions.

  • Is my product/service good?
  • Is it worth the money?
  • Is it suitable for this prospect?
  • Is it going to help them get closer to having their wedding plans complete?
  • Do you understand that it isn’t the end of the world or the end of the sale if they say no?

If you’ve answered yes to all of the above then you are not only doing the right thing by trying to close the sale but equally, it would be rude and a disservice to the customer if you weren’t to try and close them.

Finishing up

Now whilst Jack and I fully understand that closing a sale can seem a little intimidating it really doesn’t have to be – especially if you’ve answered yes to all of those above questions.

How to actually close someone is something that full books have been written on so won’t be diving
into that just here but it is a skill and a learn-able one at that.
If you’d like to learn how to effectively sell, close or have any other issues in your business then Jack
and I would love to have a chat with you.

Click below to book in a free 15-minute consultation call with us.

Our Podcast

Every Thursday live on our Facebook group you can join us at 6pm to listen to The Wedding Business Coaches Podcast.

Jack and Chris will be live talking all things Wedding Business, answering your questions and having some fun along the way.

Each LIVE episode is then available to listen on all of your favourite podcast streaming platforms.

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