Latest / Wedding Pros who are ready to grow - with Becca Pountney / The Number 1 way to sell more weddings

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The Number 1 way to sell more weddings · Wedding Pros who are ready to grow - with Becca Pountney

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Becca: Word of mouth marketing is not only the lowest cost form of advertising,
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but it's also the most likely to succeed.
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And that's why I'm a huge fan of recommendations.
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Word of mouth marketing.
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We know that it works, but how do we actually achieve it?
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Often clients come to me asking, how do I get my business in front of more people?
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How do I get known by more wedding planners, more venues, more wedding pros?
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Well, in today's episode, I'm going to share my answers with you.
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I'm Becca Pountney, wedding business marketing expert, speaker and blogger,
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and you're listening to the wedding pros who are ready to grow podcast.
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I'm here to share with you actionable tips, strategies, and real life
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examples to help you take your wedding business to the next level.
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If you are an ambitious wedding business owner that wants to take your passion
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and use it to build a profitable, sustainable business, doing what you
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love, then you're in the right place.
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Let's get going with today's episode.
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Word of mouth marketing is powerful, but what does it actually mean?
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In its simplest form, it's when a friend or a family member of yours
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recommends a product or service to you.
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Now, in a recent study, Nielsen reported that 92%, yes, 92 percent
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of consumers believe the suggestions from their friends and family over
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traditional forms of advertising.
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Can you see how powerful this is?
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You know, in real life, it's why I'm using the same builder as my friend did,
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because my friend had an extension, she had a really successful job, it worked
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well, it was good cost, and so she told me when I was getting my extension to
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check out the same builder, and I did.
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It's also why my whole friendship group has now ended up using the same cleaner,
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because one person had a great experience, told our friends, and then Everyone
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else decided to book the same person.
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It's also why you can go ahead and photograph one wedding or bake a
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cake for one wedding and then over the following few years end up
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photographing or making cakes for all of the bridesmaids weddings too.
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Word of mouth advertising Powerful people need to build up trust, and when their
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friends and family make recommendations, they trust them above everything else.
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Now, when couples are planning their wedding, they have
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one shot to get it right.
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They've got one day and they want it to be perfect.
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So they really need to know that they can trust you.
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And if your business has been personally recommended to them, they're much
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more likely to go ahead and book, which is what we all want, right?
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So in today's episode, I want to chat with you about how we can
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improve your word of mouth marketing.
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So I'm going to share five different ways that you can get going with
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this and you can start with it today.
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And the great news is it doesn't have to cost loads of money.
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As I said at the start, word of mouth advertising is one of the lowest cost
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forms of advertising because other people are talking about you, talking about your
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business, recommending your business, and that doesn't need to cost you a thing.
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So what are five things we should be doing in our wedding businesses right now
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to improve our word of mouth marketing?
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Well, the first one is to offer exemplary customer service.
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Good news travels fast, but so does bad news.
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And we've All been in this situation.
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So we go to a restaurant for dinner.
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We have an amazing experience.
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The service is good.
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The food is amazing.
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The price is fair.
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Maybe there's something really exciting and different about the restaurant.
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And then on Monday morning, we go into work or we see friends and family and
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we tell them how amazing it was and how they absolutely need to go and
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book and try it out for themselves.
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But now think for a moment that we have the opposite experience.
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We go out for dinner, their service is slow, maybe there's something wrong
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with the food, maybe it's undercooked, maybe the staff are really rude to us,
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maybe it just takes so long, the bill's wrong, or the bill's really expensive,
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they add on loads of service charges that you're not expecting, and you just
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think, this was an awful night, and I don't want to go here ever again.
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Well, once again, we're going to go into work on Monday morning.
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We're going to see our friends or family as well.
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And we're going to tell them about our terrible experience.
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We love to grumble, don't we, as human beings.
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We love to talk about the drama of the weekend.
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And all of a sudden we're telling everyone, do not go to this restaurant.
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Can you see why exemplary customer service is so important to your business?
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If you treat people well and they have a great experience, they will
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talk about you in a positive way to their friends, to their families, to
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their work colleagues, and that is what will lead to future bookings.
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So practically, how can we do this then?
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Well, number one, we need to make sure we're going above
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and beyond for every couple.
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Whether they're the nicest couple in the universe, whether they're the most
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difficult couple you've ever worked with, or an absolute pain behind the scenes,
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we still need to treat them the same.
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We need to go above and beyond for everyone.
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Often it's the little details, the quick communication, the kind words,
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the diffusing a difficult situation, solving a problem for them, thinking
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about something before they thought of going that extra step on the wedding
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day, or Providing something extra that really makes a difference to that couple.
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Not only do we want to go above and beyond, but even better is when we
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can exceed people's expectations.
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If you have had an experience where your expectations have been exceeded, perhaps
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you've booked into a hotel, got to the reception and they've offered you an
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upgrade, or you go to your hotel room and they've left a little card or a box of
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chocolates or a bottle of wine in there.
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Just.
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Because, perhaps you remember, and this is the however many times you've
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been back, maybe it's just random.
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But when your expectations are exceeded, you talk about that even more.
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You're not going to believe it.
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I went to this hotel on Saturday and not only did I have my
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room, but I also got XYZ.
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If you can exceed the expectations of your couples, this is great
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for exemplary customer service and great for them talking about you.
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So for example, if you state that you'll get their wedding photos back within six
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weeks, but you managed to turn them around in four, well, that's exceeding their
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expectations in a really positive way.
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And the third thing we can do to try and help this along the way is why not
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talk to your current couples and offer them some kind of referral gift if
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they recommend you on to their friends.
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We know in the wedding industry that quite often in a friendship group, everyone
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gets married within the same few years.
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I went through a lot of years in my late twenties, early thirties when I was
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going to weddings All of the time, every one of my friends was getting married.
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You know, one year I went to eight weddings in about nine months and everyone
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was getting married at the same time.
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But now I'm in my late thirties, not so many people are getting married anymore.
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So when couples get married, often a lot of people in their network are going
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to be getting married coming up soon.
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So why not consider.
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offering some kind of thank you to your couples if they do go ahead and refer you.
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I wouldn't suggest a discount because we don't want to be discounting, but
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what happens if you just say to them, you know, if you recommend me to anyone
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else, let me know and I'll send you a bottle of Prosecco to say thanks.
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Just the little extra touch to just give them that little push that they
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might need to keep referring you.
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But you got to see it through.
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And sometimes you might not even realize.
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So if you have a couple comes to you and they say, oh, we've booked you
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because Vanessa and Steve, who got married last week, said that you were
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the best and they had to book you.
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Even if you didn't hear from Vanessa and Steve.
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that they were referred a friend on, still go back to Vanessa
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and Steve and thank them.
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At the very least, send them a thank you email.
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Even better, send them some kind of gift to say thank you, because
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those recommendations mean the world to you and will make the
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biggest difference in your business.
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So, that's it.
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Tip number one, make sure you are having exemplary customer service to each and
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every couple you work with at all times.
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Okay, the second tip is to make sure you're having a real big
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focus on reviews and testimonials.
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Now you might be thinking, Becca, why are you talking
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about reviews and testimonials?
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In a conversation about word of mouth advertising.
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Well, here's why in a bright local consumer review survey, they found that
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88 percent of people said they also trust online reviews written by other consumers,
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which means that people trust the online reviews most as much as they trust their
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friends and family's recommendations.
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I'm sure we've all done it.
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We've booked a hotel room or looked at hotel room, maybe looked
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at somewhere to go on holiday, maybe looked at a product and.
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immediately gone down to the reviews to read about it on
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Amazon or something like that.
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If something seems really cheap, perhaps you scroll down to the reviews and see
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what other consumers are saying about it.
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And often we trust what they're saying.
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So if loads of people are saying it's flimsy, it's easily broken,
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it's no good, it puts us off and we don't want to go and buy it.
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On the other hand, if everyone's saying this is really great value,
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it works really well, definitely recommend it, then it makes us
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much more likely to purchase it.
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Reviews and testimonials do also work in a similar way to word of mouth advertising,
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because if you've got loads of people saying how amazing you are to work with,
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how great your work is, and saying really great things about you, that's really
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good social proof to other people who might want to book you in the future.
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So how do we have a focus on getting reviews and testimonials?
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Well, the first thing is ask for reviews quickly.
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We know that the moment a couple gets married is when they're at
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their absolute happiness about the day and everything's amazing.
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And then they go on honeymoon and then real life sets in.
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So if you want a really great positive review, the sooner you ask for it.
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The better.
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If you ask for reviews quickly, they're much more likely
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to be glowing and positive.
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Now, I know this is difficult.
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Couples get busy, but maybe set this as an expectation right at
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the start before the wedding day.
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Tell them, you know, the day after your wedding day, I'm going to drop this
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link to you to leave me a Google review.
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It makes all the difference in my business.
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Please, can you look out for it and do it and set that expectation before the event.
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Once you've got some reviews.
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Then you need to make sure you're sharing them everywhere.
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Don't just leave them sat on your Facebook page or your Google page where
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they may be originally, but put them everywhere because they are powerful.
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So put them all over your Instagram grid, for example, turn them
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into graphics and post them.
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Put them on your website throughout the text on your website, add them
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into emails, maybe in the footer of your email, include a testimonial.
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If you've got a sales page, add a testimonial because
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those words really do matter.
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They're powerful marketing.
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So if you have got some great testimonials, make sure you're
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using them and reusing them everywhere, all over the internet.
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And the other thing is it doesn't have to just be a Facebook or a
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Google Review that counts as a review.
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So screenshots, photos, or videos can also be your friend.
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So screenshots.
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If a couple has sent you a text or a WhatsApp saying something like, wow,
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this day was amazing, I loved it.
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Or they've just received their photos and they loved them, and they send
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you a quick message, screenshot it, save it in your phone under an album,
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saying kind words or testimonials.
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Just reply to them and say, are you happy for me to use this as a testimonial?
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And normally they will be, and then you can use those words because
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they've said them just because they haven't put them on Facebook or Google
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doesn't mean they're not a testimonial.
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So use the screenshot feature and save it on your phone to
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an album called Testimonials.
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Same if you get a handwritten card.
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Take a photo of it.
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If someone writes you a note, sends you a postcard, sends you a thank you card after
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the event, take a photo of it, put it on your social media, save it to that folder
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in your phone that you can go back to.
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Because again, they've left you that testimonial.
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Just because it's not on Google or even Facebook doesn't
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mean it's not a testimonial.
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And if you're feeling really brave, some of the best testimonials I see are videos
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taken on On the night of the wedding.
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Now, this isn't suitable for every single one of you.
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It depends on what you do and whether you're around or not.
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But if you've built a really good relationship with the couple, sometimes
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they almost become like friends.
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And if they're in a great mood, grab them for 30 seconds, pull them
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to one side and say, are you happy to just answer a question for me?
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And then you can just record a really quick video saying so
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Vanessa and Steve, tell me, what did you think of your wedding cake?
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Or what do you think of the DJ tonight?
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Or whatever it is and get them to leave it there and then when
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they're on an absolute high.
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I know this isn't possible for everyone, but I've seen some people who are there at
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the end of the night, collecting equipment or there throughout the wedding day.
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Operate this really successfully and there's nothing more trustworthy than
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people actually speaking on video because you know it really is them.
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So that's point number two, make sure you're getting reviews and testimonials,
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ask for them fast, use them everywhere and remember it really helps to
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build trust with future clients.
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Okay, the third thing that I think is really important to build this word of
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mouth advertising is in person networking.
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If you want to build relationships with people faster, then
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you need to do it in person.
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I love the online world.
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I love how easy it makes it for us to connect across the country,
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across the world with people.
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We can make some really good online friendships.
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But I also think if you meet someone in real life, it supercharges that
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relationship to a whole other level.
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If you're meeting people in person, then you get to know them and
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understand them really, really fast.
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It's why going to an in person networking night Can be really powerful for
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building other industry connections or meeting up with venue owners and
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building a relationship with them.
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It's why when people come on our wedding business retreat, those relationships
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are built incredibly fast because trust me, when you spend three days away
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in a luxury hotel with other wedding business owners and wedding venues,
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you really get to know those people and you build deep relationships where
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you want to help each other grow and.
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Build your businesses together going into the future.
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So if you're not already, I highly recommend that you try and get
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along to some in person events in the wedding industry every year.
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Whether that's a conference, whether that's a formal networking night,
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whether that's a party, whatever it is that you've got going on in
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your area, try and get along to it.
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And value that.
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I think sometimes we forget that those events are so valuable and
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they are worth traveling for.
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People say to me, Oh, but nothing's happening in my area.
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The nearest thing's an hour away.
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Well, I want to say to you, it's probably worth driving an hour to go to something
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like that, to build those relationships, probably more valuable than spending an
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hour on blogging or social media posts, because you can achieve so much in
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that time, building relationships fast.
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You need to invest in being in the right rooms.
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So if there are certain types of people you want to be networking with, so if
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you've said to me, I want to get to know some of the big wedding planners,
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I want to understand how to work with people at the top of their game, I want
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to network more with venues, well work out where they're going to be and how
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you can be in the same rooms as them.
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Maybe they're putting on a wedding show at their venue and you could go
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along to it and be in the same room.
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Maybe you know that they all go to a certain kind of networking event or a
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retreat and you could go to it as well.
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Maybe, you know, they're going to be.
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Speaking at a conference and it would be a good way to get in front of them.
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Sometimes you will have to invest a little bit of money in a ticket
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to go to one of these things.
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Sometimes there'll be free, but it's a worthwhile business investment to
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be in the right rooms with the people that you want to be connecting with.
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So people say to me, I want to connect with wedding planners.
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I want to connect with pros.
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I want to connect with venues.
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I'm going to say to you, get in the room where they are, because
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that's the best way to build a meaningful relationship with them.
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Okay.
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So once you're in those rooms, what now?
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Well, the first thing is you need to be thinking about them rather than yourself.
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And we're going to talk a bit more about this in point four, but I
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recommend that you go in with an attitude of being really helpful.
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So help people out, see what you could do to help them.
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Can you answer their questions?
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Can you help them with where they're at in their business or offer some advice?
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Be vulnerable.
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So be honest.
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No one wants to go into a networking room and meet you when you're pretending
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everything's amazing and you're selling a million weddings and, you know, you just
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don't come across as very approachable.
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So be a little bit vulnerable.
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Talk about the things that you're finding difficult or the things
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that you need help with and have that attitude of thinking right.
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What could I do for them?
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Why would they want to speak to me?
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They're not going to want to speak to me because I'm going to go up to them and
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say, Hey, I'm Becca and I have a wedding dress business and you should promote it.
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That's not a, not a conversation starter.
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So you should turn that around and think, why would they want to talk to me?
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What could I offer them?
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What could I talk to them about?
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What could I ask them?
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That's going to be meaningful for them.
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Which brings me on to point number four, which is not only do we need
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to be in person networking with other wedding pros and venues and
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planners, we need to build meaningful.
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relationships.
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So if you want to be recommended by these people, it will happen naturally when
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you've built a relationship with them.
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So for example, if my sister is looking for a florist, well, I've got loads
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of florists that I know of online, but then there's a smaller number
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of florists that I've met in person.
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Maybe they've worked with me.
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Maybe they're in my membership.
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Maybe we've had a couple of trips out together.
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Maybe they've been on my retreat and I've really built a relationship with them.
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Well, I'm naturally going to recommend those people.
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Because I want them to do well in their business.
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We've worked together.
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I want it to be successful for them.
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And so therefore, I'm going to give that recommendation.
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So you need to build a meaningful relationship.
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So in order to do that, that doesn't mean you just randomly reach out to people
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on Instagram and to wedding planners and say, hi, this is me, this is my
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business because they'll just ignore it.
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Instead, I want you to think differently.
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I want you to think how you can give, not take.
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Because let's be honest, the reason you're saying to me you want to get to
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know these venues and get to know these planners and get to know these pros is
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because you want them to recommend you.
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You're thinking this is a quick way to get some money.
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If those planners start sending me these high end clients, I'm going
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to do really well in my business.
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And the whole thought process is, if we're honest, a little bit self absorbed.
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So...
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If that's where we're at and we're being totally honest, we need to flip that
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script and we need to start thinking differently and think, okay, I want to
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build relationships with these people.
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What can I do for them?
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Okay.
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Here's an example that I shared with a one to one client just yesterday.
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Which of these is most likely to get a response.
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Number one, you reach out to the planner and you say, Hi, I'm Becca.
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I'm a photographer and I'm based down the road from you.
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And here's my brochure.
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This is how much I cost.
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If you've got any clients that want me, then here's an information.
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I'd love to work with you.
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That's option one.
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Option two is you reach out to the same planner and you say,
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Hey X, great to chat with you.
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I absolutely love your work.
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I've noticed that you're based just down the road from me.
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What a small world.
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I'm putting together some Instagram clips.
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For my Instagram stories about my favorite wedding pros in the local area.
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And I'd absolutely love to feature you.
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Would you be happy for me to share one of your images?
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And if not, then I would love to give you a shout out.
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Hopefully it'll promote you to my audience and help you with your business.
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Which one of those messages is that planner most likely to respond to?
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The one where you're trying to take or the one where you're trying to give?
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Now inevitably what happens down the line is if they come back and they say
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yes and they're really happy that you want to promote them and that you think
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they're great, then you start having a bit more conversation and guess what
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they want to understand more about you and they want to give you something
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in return because you've helped them.
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So they're much more likely to recommend you to their couples in the future.
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So I want you to change the script and think, what can I do for you
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rather than what can they do for me?
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And I want you to give more than you take.
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What can you give?
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What information can you give?
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Instead of always trying to take and get, get, get stuff, what can you give?
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Be overly generous, help them out.
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So for example, if you want to work with more venues, what can you give that venue?
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Could you go down to the venue and take photos of their...
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Upcoming open day free of charge.
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Could you offer to provide cakes for the next staff meeting?
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Could you offer to provide some stationary sets next time they have a
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showcase so that they can put them on the tables to make it look more realistic?
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What can you give instead of take?
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And the third part of building meaningful relationships is then keeping in touch.
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Now, this doesn't have to be particularly formalized, but if you are trying to
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build relationships, you've met people in person, keep up to date on their
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social media, like their posts, comment, reply to the occasional story, ask
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how they're doing, see how they are.
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If they told you something that's going on in their life, ask them about it.
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The next time you see them, or the next time you see them pop up on Instagram.
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If you meet people in.
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person or you start to build working relationships with
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people, you want to keep in touch.
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You want to stay top of mind because otherwise someone else will come
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along and build a relationship with them and they might forget about you.
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If you want to be better at word of mouth marketing, building meaningful
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relationships is incredibly important.
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So flip that script.
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What can I do for you?
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How can you give not take?
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And how can you make sure you're keeping in touch and showing
20:49
up in their world regularly?
20:51
It's also a little bit about being brave.
20:54
So many of us are scared to reach out to people because we're worried that
20:57
we'll be rejected or they'll ignore us or they won't reply in the way that we
21:01
want or they'll think we're annoying.
21:03
So sometimes we've got to get over, we've got to get over that
21:07
thought process in our head.
21:08
And actually when you go with an attitude of service and think about
21:11
how you can help them, it's much easier to make that cold outreach
21:14
because you're doing something for them rather than something for you.
21:18
Okay, this brings me to my fifth thought on building this area of your
21:22
business, word of mouth marketing, and that is to track your results.
21:27
If you don't already, you need to be making sure whenever you get an inquiry,
21:31
maybe you can add it as a, an option to your form, or even just when you get on a
21:35
call with someone, I want you to be asking the question about how they found you.
21:39
You need to have a good understanding about where these people are coming from.
21:43
Otherwise, it's just a shot in the dark.
21:45
So, are they finding you from Instagram?
21:47
Are they finding you from a venue recommendation?
21:50
Is there one supplier that's recommending you over and over again?
21:53
Is it your past couples who are recommending you?
21:55
Are they finding you on Google?
21:57
If you're not asking this question and tracking this result, you're
22:00
missing a huge piece of the jigsaw.
22:03
Not only does it mean you can see what's working and do more
22:06
of it, so if you can see that...
22:08
word of mouth advertising, other suppliers, venues, planners recommending
22:12
you is a big bulk of your work, then you need to invest in building more
22:16
of those relationships, going to more events, meeting more people, going
22:19
to more conferences, being in the right rooms because you know it works.
22:23
Also, if there's certain names or certain venues that are coming
22:25
up time and time again, this allows you to be really thankful.
22:29
Send them something to say thank you, send them a Christmas gift
22:31
and Thank them for doing this.
22:34
I had this with my accountant.
22:35
I think it was last year, possibly the year before I'd sent them
22:37
loads of referrals of people who wanted an accountant and I
22:41
wasn't expecting anything back.
22:42
They're a good accountant and therefore I sent lots of people their direction
22:45
and they sent me a Christmas gift to say, thank you for all of the referrals.
22:49
And that was a really kind gesture.
22:51
Not only does it make me like them even more than I did before and carry
22:54
on recommending them, but it was something they didn't have to do.
22:57
So if there is someone that's doing a lot of recommending, whether
23:00
it's a venue team, a planner, or.
23:02
Maybe just one of your couples, make sure you're saying thank you and maybe
23:05
reach out with a physical way of saying thank you, especially if they're earning
23:08
you lots of money into your business.
23:10
I think the thing is to remember, though, with this kind of word
23:14
of mouth advertising that the results are not always tangible.
23:18
So you have to see it as part of a.
23:20
Bigger picture, because if you met someone at event today and you start building a
23:24
relationship, you don't know where that's going to go in the future, how many
23:28
couples they're going to send to you.
23:29
And it may take a little while to see tangible results from that, but you only
23:33
need to be in one of the right rooms and build one really meaningful relationship.
23:37
And if it's the right one, it could offer you work for years
23:40
and years and years to come.
23:42
So it's important to look at the bigger picture often.
23:45
It's hard to know what results we're getting from these things.
23:48
But if you can see that your inquiries are coming from word
23:51
of mouth advertising, then it's absolutely worth doing more of it.
23:55
And if they're not, if you're not getting anything from that, then maybe
23:58
you need to review your approach.
23:59
Try out some of the things in today's episode and start working harder
24:03
on this area of your business.
24:05
After all, it costs basically nothing and it's incredibly So as we finish,
24:11
I'd love to know which of these things are you going to implement?
24:15
Why not drop me a message on Instagram if you're listening to today's episode
24:18
and tell me what you're going to try out.
24:20
Who are you going to reach out to?
24:21
What are you going to do to reach out to more people and build
24:24
this word of mouth advertising?
24:26
How can you get more reviews?
24:27
How can you share more reviews on your social media?
24:30
And if you do some kind of social media posts, why not
24:32
tag me in it at Becca Pountney?
24:33
I'd love to take a look.
24:35
I hope.
24:36
All of the tips in today's episode have been helpful.
24:38
If you're loving this podcast, please follow the show.
24:41
It helps me so much to get those followers and why not take 30
24:45
seconds to leave me a testimonial or review of the show in whatever
24:49
player you're listening to this in.
24:51
It means the world to me and it helps me grow the show.
24:55
Have a great week and I'll see you next time.