Every bridal & event business has some common traits. They all need to attract the attention of potential buyers. They all need a way to turn those prospects into paying customers. All businesses need to establish systems that please customers, encouraging them to buy again, and/or recommend them to family and friends. Creating awareness of your Bridal or Event business, your products or services can be done by becoming aware and implementing the steps below to make it to the top!
Here are some of the ways we step through the process to get that sale!
Stage 1: Attract Traffic
The “traffic” may come to you through website visitors, phone calls, in-person visits, trade shows and more. Your methods of advertising and attracting interest will determine the quantity of leads, the quality of prospects, and the way they reach you. You may attract traffic with Pay-Per-Click ads on Google or Facebook, social media activity, partner referrals, print ads, networking, live events, or any number of other methods. Once you get the word out about your company and gain people’s attention, you can begin to capture their contact information and follow up.
Stage 2: Capture Leads
As you know, I encourage my ‘clients,’ to immediately make that visit with the bride and/or customer-looking at your services. I believe that when a bride is planning her wedding, she WANTS to know those who is working with her to plan her dream. Obviously, you may not get that immediate chance to ‘create a visit.’ So I believe that you need to maximize the traffic you attract. Only a small portion of your leads that you don’t have visits set up with, will become customers right away. The rest will take time to explore their options and think about their needs before they make a purchase decision. You need a way to follow up with these leads so that they come to you when they are ready to buy. Some of the ways we promote our clients is to establish a free offer that has value (i.e. ebook, video, free trial), then add this information into our CRM data file. (Customer Response Management.) It is very important that when a person converts from an anonymous website visitor to a lead, a contact is created in your CRM. (See below for more details)
Stage 3: Nurture Prospects
Prospects who sign up for a free offer are essentially “raising their hand” to learn more about how your products and services will satisfy their need or solve their problem. Once you capture their contact information and feed it into your CRM, you must use campaign sequences to send educational, persuasive messages that will educate prospects and maintain their attention until they are ready to buy.
Stage 4: Convert Sales
As the brides move closer to buying your product or service, the follow-up messaging should change and / or your outreach to them should be what ‘closes’ the sale. This is where we hear, ‘I give them information once and they don’t respond.’ Does that mean you stop working and reaching out in different ways to solidify your relationship with the bride? No! You must ‘give them a reason’ to work with you –what interests one bride, may be different for the next one.
Stage 5: Deliver & Satisfy
After the sale, it’s time to deliver the goods and create happy dreams. Don’t drop the ball here! When you are the one helping her ‘plan the wedding or event of her dreams, it is highly important that you deliver a top-notch fulfillment experience and automatically follow-up to make sure new customers are completely satisfied. This stage may include sending a product in the mail as a thank you or completing a personally delivered service. This industry is made up of ‘relationships!’
Stage 6: Relationship Building
Establishing a remarkable customer experience makes it easier for you to earn repeat business from your existing customers. A bride that was thrilled with your service or product usually doesn’t mind that you can periodically offer complementary products or services so that they may buy from you again and/or refer you to her friends. You maintain customer respect and interest by sending relevant offers that are related to the interests they’ve expressed in the past.
Your number one job is to create lifelong fans that advocate for you & your brand. Don’t let your dreams-or your customers-slip away–Keep Pushing, Keep Pulling, it’s not as hard as you may be making it out to be! If you’d like more information to get help on with a proven framework for developing a more streamlined, scalable marketing plan so that you can watch your event & bridal business grow quickly and profitably, get in touch with us today at EvansSalesSolutions.com or call: 805-222-5946.
It’s time for you to Dream BIG about your business!