The Art of Closing the Deal
How do you close a deal if sales doesn't come naturally? Read on for 6 tips from a Master Wedding Planner™
Of all my skills as a wedding planner, closing the deal was the one I struggled with the most. At every conference I attended, I made a beeline for the breakout on sales skills.As an introvert, I am perceptive and intuitive. Not only do I pick up nuances from couples I am selling to, but I dislike being sold to. Any time a salesperson switches to closing mode, I cross my arms, lean back in my chair, and shut down. Because of my aversion to sales, I realized that I needed to devise a client acquisition system that required as few sales skills as possible. Here is what I developed:1. Position to increase your book rateTo begin with, identify your ideal couple and address their needs and desires in your website and sales copy. Also start listing price ranges on your website. When I did this, couples contacting me were already convinced I was the perfect planner for them, and I was more confident stating my price when I presented a proposal. Yes, I had fewer inquiries, but I was able to book a higher percentage of the couples who contacted me.2. Pre-screen to identify a good fitWhen a couple first contacts you, have them book a 15-minute phone appointment online through a scheduling app, such as www.TimeTrade.com or www.SimplyBook.me. During the phone appointment, ask general pre-screening questions to help you determine their budget, style, and needs. If you decide the couple is a good fit, suggest a face-to-face meeting. Tell them you will offer a closing incentive at the meeting, and ask them to bring their co-decision maker along, if possible.3. Assign homeworkNext, assign them homework by directing them to one or two of the following: a) Your testimonials page; b) your website gallery ; c) a blog post that addresses a concern or problem they’re having (I have blog posts I’ve written specifically for this purpose.) Last, but not least, send them a questionnaire to get an idea of their needs, expectations, and pain points. Use the questionnaire responses to create three or four custom proposals.4. Address their needs and—proposeAt the meeting, lead them through an intake process where you identify wedding details, clarify questionnaire responses, and pull out pain points. As they mention areas they are concerned about or struggling with, parrot their pain point, and assure them you will address these issues. After you complete the intake, summarize their pain points and needs as you explain how you can solve their problems and create a beautiful wedding.Once you interview the couple, you will have a pretty good idea of which proposal is best for them. You can take two different approaches:• Place three proposals in front of them, and ask, “Which one best meets your needs?” Once they choose, you’re halfway there.• Or choose a level of service for them, and say, “Based on what we’ve discussed, I think you’ll be happiest with this level of service.”5. STAY QUIET, AND WAIT FOR A RESPONSEThe silence can be uncomfortable, but avoid the temptation to speak. Their first response may well be an objection. The best way to handle objections is to be prepared. Offering a same-day closing incentive is a good way to handle objections, at least the “We need to think about it” objection. Your closing incentive should be of high value to them, but low cost to you. Some suggestions are: extra time before or on the wedding day, free use of some of your rental items, etc.If they are not ready to sign a contract, ask when they expect to reach a decision. Write it down, and ask if they will call or email you either way. There is no guarantee they will follow through, but it deepens their commitment to you.6. Follow up immediatelyTime is of the essence, because they may well be on their way to meet with another wedding planner after they leave you. If you expect them to take a while before making their decision, send a series of helpful emails, including blog posts and gallery links related to their wedding ideas or pain points.Keep your leads active until you have booked the date or you decide you no longer want to book the date. Schedule reminders to send follow-up emails, so potential clients do not drop off your radar. Without reminders, it is easy to forget to follow up. I have booked a number of weddings that I thought were dead leads, because I continued to follow up for several months after our first appointment.We won’t close every deal, but let’s face it. As much as we want to book business, it can feel victorious to finally get a “no” from someone cluttering up your lead list. It allows you to lighten your mental load, and frees you up to snap your fingers and say, “Next!” WPM__Sonya Scott, MWP™, Planner Success, Knoxville, Tenn.
