Build rapport with wedding couples to increase venue bookings
Choosing a wedding venue is arguably one of the biggest decisions to be made when it comes to getting married- that’s why people will not only need to feel a connection with the venue itself but also their wedding coordinator. We have outlined 4 key practices on how to effectively build rapport with wedding couples to increase bookings:
‣ Communication
Communication is vital in every business and the wedding industry is no different. Creating and maintaining a clear line of communication between yourself and potential wedding couples will be instrumental in increasing bookings.
Consider all channels- whether you receive a brochure request via a contact form or a comment under a Facebook post, every thread should be nurtured with the potential of it growing into a sale. Open and direct dialogue will not only make the person feel important but will act as a great starting point for building rapport with your business. One of the biggest mistakes venue marketers and wedding coordinators make, is failing to promptly follow up with brides and grooms after their initial point of contact. By letting a connection go cold, you will create the impression that you don’t care and run the risk of losing them to a competitor.
‣ Email marketing
Another effective and cost efficient way of building rapport with wedding couples is through email marketing. Not only is it a great way to show your expertise in the industry but if you have a detailed customer database, you will be able to personalize content and build connections. For example, if you know Kate is getting married in 2018, you could initially send her a congratulatory email on her engagement, then follow up with content around ‘everything you need to know about wedding dress shopping’. When done well, email personalization with tailored content is a great way to build rapport without the need of face-to-face contact.
‣ Be flexible
From your first introduction, always remain alert to customers queries and be quick to respond or get in touch when they have a problem. When they pose difficult questions or unusual requests, it’s important to offer recommendations and accommodate them where possible. This shows that you are attentive to their needs even in the early stages of the relationship and that this commitment to them will continue should they book your venue for their big day.
‣ Show interest & listen
Even though you could coordinate a wedding in your sleep, remember that the couples you see are most likely getting married for the first time- it’s all new to them. You need to learn about the couple's needs before you can provide them with the best solution. They’ll want to share their ideas, desires and fears about their upcoming nuptials; the more genuine interest you convey, the more relaxed and open they’re likely to be with you, which in turn should create a connection where they will see you as more than just a business.
Building relationships doesn’t have to be difficult but it will take time. These simple practices implemented correctly can be a great way to get to know your target customers and bring them through your sales process successfully.
Is your venue already actively building rapport with potential wedding couples? What have you found to be the best way to interact and build relationships? Drop us a comment below!
