It is not about what you are selling!
Recently I read a quote from Joe Chernov that grabbed my attention. He said, “People want to know what you KNOW, not what you SELL.”
If your couples tune you out when you have a face-to-face meeting, maybe it’s because you are trying to sell them something. You should be explaining what you know and sharing what they need. Educating the clients to make an informed decision makes you look like the one to trust & hire.
Just because you have your "sign" that says you are open, does not mean people understand what you are selling or why they need it.
The same thing applies on your website and your social media posts. Is it time to rethink what you are saying and how you are saying it?
- A DJ might share the list of the Top 10 wedding songs this season, or the top choices for the First Dance or the Father and Daughter Dance.
- Most people have no idea how many songs are played at an average reception, so let them know how many songs they might want to highlight on the play list.
- The DJ can share their extensive song list so that the couples are comfortable that they are covered for all of their guests’ musical tastes.
- By asking about their venue choice, the DJ can share their personal knowledgeof the required number of sound systems or power requirements that are needed at the facility.
This should be second nature, but by sharing instead of telling and selling – the process becomes more valuable for the couple and ultimately for the wedding professional.
And my final addition to this process is to share what you KNOW and then LISTEN to what they ask, then again share what you KNOW until they are comfortable and they will ask to buy!
Chérie Ronning, WNUSA President