Do Bridal/Wedding Shows still work- Absolutely maybe…
I get this question all the time: “Rick- do Bridal shows still work?”. The answer is easy for me- Sometimes…..or maybe….. The variables in why a wedding show will work or not work for a DJ are extreme, but let me share the top 3 reasons why a show may or may not work in hopes that in your preparation for this upcoming wedding season you will either work the show better or help in your decision to participate in the next show in your town.
First- Work the show. If you are not going to work the show- Don’t do it. There are a group of wedding professionals who will do every show they possibly can because they get the results . Let’s face it; they aren’t going to go stand in a show that doesn’t produce results. Period. How they mostly get results is that they find a system and they work that system. I have seen many people sit in their chairs behind a table which sets a psychological barrier as well as you cannot wait for a client to come to you. You have to work the show. Period. Consider for a moment where else can you potentially meet with 70-80 prospective clients in a day (I know most shows have hundreds of engaged couples in attendance, but the best you can hope for is to spend 3-4 minutes with 70-80 couples)
Second- Follow a process. Most couples will not sign a contract on first meeting. If you think about it, many couples will not sign a contract after meeting with you for an hour (you have seen those who meet with you, ask a ton of questions and then say “we need to think about it”). The logical “next step” for these couples would be to get away from the show where they are distracted, overwhelmed and rushed where you can have a focused meeting without all the comotion. If your process is designed to walk away with signed contracts, this may be the main reason why your results have been lacking. If you instead go for the appointment in place of the sale, and you are able to schedule 15 appointments, 10 of them actually show up, how many of those ten can you then get to sign a contract?
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Third- Follow Up. If we go back to the thought that our prospective clients many times need to be approached many times to get a signed contract (even when they have agreed to book with you, they put it off and put it off for whatever reason), imagine how much we need to follow through after the show to get them to step out of the mode of being overwhelmed and into the mode of buying. When we follow through with the best available tools (not necessarily just sending a blind email to the list you receive, but to truly follow through) we can typically add to our results usually 20% or more. Again, you paid to be in the show, you should do all you can to get the business you are seeking from it.
The job of the show producer is to get the clients there. Your job is to persuade and push them in the process that will get the most of them to purchase. If wedding couples show up to the show, you should be able to book business.
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