Ever have a bride who is looking for some references from past brides? How about the bride who wants to see you in action? Either way she is asking that you impose upon your past or current customers. Let’s face it; having a bunch of brides call past customers just feels…. weird. I mean I don’t want to be taking calls and vouching for someone who has done a good job for something that I have hired done. Most people, while happy to do so, are busy living their lives and it is simply an imposition. Further, you cannot invite someone to an event that you are a guest at; that is simply wrong and off. So what do you do?
There are three reasons why she will typically ask for references. 1. She has been taught to buy this way. 2. She doesn’t have enough trust in what you do (yet). 3. She simply needs to be nudged over the edge. In other words, she is scared to pull the trigger and looking for comfort and confirmation that she is making a good/great decision. Further, these reasons really have more to do with her than they do with her.
These girls are trying to impress their guests, win the friend competition, and enjoy themselves as Cinderella for the day. In order to accomplish all of these things, she is moving slow and has employed some systems for buying which can shoot her in the foot. It is hard to spend that much money on one day and move fast. They move incredibly slow for the specific reason that they have so much riding on that one day. There is about 5 tons of emotion built into the day which override her logic. Becoming empathetic to her needs can help you go further in the process.
This method of buying (the asking to see you live in action or talk with your past clients) is a really lousy buying process that she has built up. Let’s face it; the further away you get from making that past client happy, most times her view of you will diminish even though you have not done anything different or wrong. You peak in your past clients eyes at the closest point of highest satisfaction which is most times centered around the wedding. If you deliver your final product afterwards like a photographer or videographer, the satisfaction level would be highest at the closest point of delivering what you do.
Solution….Get the testimonials before she asks for them.
In order to get past the “I want to call and pester your past clients or invite myself to someone else’s wedding,” you need to be prepared in advance to overcome this. First off, you are allowed to say no. Second, you should have plenty of past brides who are really thrilled with what you did. Get them saying it on video and use your video testimonials as proof of what you do. The key here is to have them ready NOW! In fact, one of the least used methods is video testimonials. On Video (especially when you have them in their wedding attire) you have an actual client who was once where your prospect is now, but has successfully navigated to a great result- which is what your prospect wants to do.
If you have less than 5 video testimonials, you need to get this done now! The reason why now is so important, is that all of your prospective clients want to hear if from the past clients, you are merely a salesperson trying to jack them out of their money. This process will take a little bit of effort and starting now will insure you get it done in time.With the majority of the country getting into the middle of wedding season, you probably have some weddings coming up where you can ask and get the video testimonials you need.
Simply asking for the video testimonials is one approach. Asking and rewarding is a better approach. By rewarding them (it can be a simple $5 gift card to Starbucks) you get them in a better position to give you a better testimonial.
Having 5 testimonials (or more) will help you to simply say to the requesting bride, ”I wish I could give out their numbers or invite you to a future wedding, but you probably wouldn’t like that as a bride no matter how happy you were. What I can do is share what some brides have said.” Then show them the video! This will help you get ahead of the “do you have some references” question which stops the buying process.