When my group, The Wedding Coordinator Club, first opened, I asked the members what they struggle with most. The resounding answer was that they really struggled to convert the vast number of enquiries that they receive daily.
Many wedding venues receive upwards of 100 wedding enquiries a month, and many don’t have the person power to work on these in house solidly. Some services offer to take that burden from you, but they come with a hefty price tag. You think you are doing all that you can to make sure every enquiry converts, but you’re not having much luck.
It’s straightforward to talk about conversions in regards to how many enquiries are coming through the system versus the number of deposits the venue has taken. However, it is so much more than that. You need to study each part of the process to understand how to improve. This is my speciality! And here are some quick tips to help you get there.
Can you honestly say that none of the following applies to you and your team?
You don’t know who you’re selling to
A big mistake that wedding venues make is thinking that they can be something for everyone
Firstly, have you identified who you want to book a wedding with you? A big mistake that wedding venues make is thinking that they can be something for everyone. In 2019, couples can get married in more and more venues that appeal to a whole range of clients. Museums, pubs, industrial mills – you name it, there will be a venue to suit you. So why wouldn’t you identify the perfect client for you to work with? Be the best wedding venue for that client every time. A reason that your conversion rate is low is that the volume of enquiries you get is high, meaning that you will never convert those enquiries that are too far, too cheap and also different for you.
You aren’t being consistent
Become known for being excellent at one niche
In this digital age, social media rules and content is unquestionably king. Be consistent in your output. Build relationships with wedding photographers who match your aesthetic and are great to work with to have their permission to use their photos with credit. Make your Instagram, Facebook and Pinterest outputs beautiful and most importantly appealing to your ideal client. Is your function room really light and airy? Show it! Become known for being excellent at one niche, and you will become the go-to venue for that niche. If you consistently show chair covers, lace and hessian, this is the couple that you will always attract. Change it up and boost your conversions in the process!
You aren’t being visible
…you don’t know how much business you are losing from having a poor website or poorly managed social media profile.
Do you have a marketing strategy? I don’t mean knowledge of when you should sell what, I mean a strategy, written down, month by month of what you are going to do to make sure you keep in the minds of those engaged couples. Think about the decision-making process for any significant purchase – because that is what booking a wedding venue is, a significant purchase – and the amount of back and forth any consumer has in making that decision. They will discover the venue, and then spend a considerable amount of time researching the pros and cons of booking with you. This will undoubtedly include Facebook, Instagram, Trip Advisor, your website testimonials. If you aren’t consistent in keeping them updated then each missing link will be a black mark in the research process. Bear in mind all of these processes generally happen before a couple gets in touch with
You don’t shout about your success
You need to build a reputation for looking after clients so well that they want to be treated that way on their wedding day.
It is a very British state of mind to be bashful about your achievements. But how can a couple ever get the hype about your wedding venue if you never ever shout about it? You need to build a reputation for looking after clients so well that they want to be treated that way on their wedding day. They need to feel like they will be part of the club. Encourage clients to share pictures with their friends and family, make sure that you are rocking every single wedding with a fantastic attitude and stellar service. Then, after the event, they will be encouraged to share these photos with you, which you, in turn, can wax lyrical about as well! Let clients be a part of the club before they have even paid a deposit.
You don’t ask for the booking
You need to ask for the sale.
This is the most straightforward point, but probably the most important. You need to ask for the sale. You have to ask a couple if they want to come and see the venue, to hold a date, if they’re going to pay their deposit. They don’t know what this process is. They have never done this before. You need to be repetitive and tell them how they can have their dream wedding with you and ask them to make that decision every single step of the way.
If you need a more in-depth look at how your conversion rate stacks up, get in touch. I’m well versed in an objective look at a venue to see where you need to tighten up or concentrate your efforts. Drop me an email: firstname.lastname@example.org