In the eyes of the Bride it is best to be seen as “the” expert in what you provide. People like to do business with experts, not novices. It becomes more enhancing to your wedding business when you become an expert in Weddings as well. There are steps to becoming this resource to brides that will help you and further help your business to grow.
There will be some homework assignments that will be given, so get a pen a paper ~
The first thing I want you to do is to find the 10 most popular services that most brides book. There are 10 services that 90% of all brides will book (btw- I know what these services are, but ask you to do the work to find out, so you will own that information. You own what you research and work for). Knowing what these services are is important for two reasons 1) If you know the ten services you can then become versed in what the bride is looking for in these services. In this role you can be her expert advisor. 2) You will be able to figure out what makes sense from a networking point of view. There are some services which are naturally at the forefront of the planning and will be first in the Bride’s agenda and others which come later. If you are a later service, you can start to build relationships with the services that come before your service. You must first know what order you fall in the chain of events before you can start this networking strategy.
After you find out what the ten primary services are, I want you to become versed in those services. You can do this a couple of ways. You can go and do the research like a Bride would do by doing web searches on the various topics. By doing these searches, you will be privy to the same information that the eyes of the bride will be seeing. For example; if you were trying to do research on buying wedding flowers, you can do a search “Buying Wedding Flowers in ________” (and fill in the local city/area where you are at). Read 10 or so articles on the subject, then write your own report on “How to _______” (hire a florist, find the flowers you want, etc…). The reason why you should write a report is that you will find that you quickly become well versed in the subject that you write about.
The other way you can become versed in the subject of other wedding purchases is to interview the experts- your fellow wedding professionals who do this day in, day out. In interviewing your fellow wedding pro’s, I want you to ask this question; “What are the top three things each Bride needs to know about buying what you sell, whether they buy it from you or not”. In asking the question this way, you can attempt to sway away from the personal promotion or the person with the ax to grind (for example if there is someone who has a physical store opposed to working out of their home. That person may try to convince you that the Bride needs to buy from the physical store as opposed to the at home person because they are more “professional” etc… a bias position, which any bias-ness you want to avoid).
Once you understand the topics of which you have studied, I want you to become a trusted expert for the Bride. In doing this, simply start a conversation with the Bride on the various ideas to see what they think or what they have experienced. You will find them picking your brain and at the least sharing some great information with you.
In this economy, information is power and the knowledgeable are powerful~!