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April 2008 | Vol 1 Issue 3 |
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| The Beverly Clark Hospitality Training Newsletter provides catering professionals with the ongoing tools and resources they need to meet the challenges they face and assist them in finding solutions with not only the wedding market, but all aspects of their business, including corporate markets, social catering, sporting events such as golf and tennis tournaments and charitable events. |
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Closing the Sale
How to Get Every Bride to Say "I Do" to YOU!
Lead generation is only the tip of the iceberg when it comes to increasing your wedding or catering business. Once the leads start pouring in, how do you close the sale? With increased competition and price often being sited as two of the main reasons a client chooses another venue over yours, it is more important than ever to educate the client and distinguish your venue from the competition. How do you do this? Below are some ideas to consider in getting every bride to say "I Do" to you.
- Determine your USP (Unique Selling Proposition)
Why do customers buy from you? What is it about your product or service that distinguishes you from your competition? You may have more than one for different product/service lines or segments of your business. Position this USP everywhere: letterhead, envelopes, brochures, banners, posters, ads, website, etc. Specialize in a niche market such as ethnic, religious or destination weddings. Create exclusivity with vendors.
- Think outside the box and set yourself apart (part of your USP)
Know your competition. Cultivate them. Use them as a resource for referrals. They can be one of your strongest advocates and should be treated as an ally, not the enemy. Offer something none of your competition does. Think outside the box and think beyond the wedding day only. For example, does your competition offer something for the couple's first year anniversary, bridal showers, rehearsal dinners, etc. What other strategic partners in your community can help you close the sale (wedding consultants, photographers, florists, spas, etc).
- Shut up and listen
Before even going into your sales pitch and what you offer, ask the bride to describe her wedding plans. Let her do the talking, dreaming, etc. From this dialogue you can determine in advance if your service/product is for her. How does your bride want to be communicated with? Is she direct and to the point, or does she prefer to hear a more flowery expression of how her wedding day will unfold?
- People buy people
The reality is that people will buy a product or service because of the person selling it and if there is trust and confidence. From the very first communication, building a relationship with your bride is key to a successful partnership. When a bride trusts you, your opinions and your judgment, price does not become the major factor in the decision making process.
- Zero in on the "decision-maker" up front
Is it the bride, bride and mother, bride and groom, bride and mother in law, bride and maid of honor, etc? Really focus on this key person and what it takes to make them comfortable in the decision making process.
- Handling price objections
Although in your sales process, you want the decision to be based on something other than price, some brides are very price focused, and if this does become the determining factor in their decision, focus on the price difference, not the price. Your price is higher for what? Focus on the "intangibles" such as service standards, culinary expertise, atmosphere…be specific. Compare RESULTS, not price. Also, make sure the bride is comparing total cost, not just menu item prices. Discuss the drawbacks of purchasing cheaper goods - you get what you pay for. Have a pre-scripted story from another service / industry where price is not a consideration.
- Host your own open house to showcase your services
Pull together your best suppliers and vendors and have them participate in the open house. Invite the community and all potential brides. Publicize it and use press releases and radio news announcements as complimentary advertising for your venue. This is also a great way to showcase items and services that are "upsells" for you and invite all of your "booked" brides in the hopes of increasing revenue of already booked weddings. At the Open House, you may choose to have a panel of "experts" hand-selected by you (vendors who are leaders in their field). Begin with 10 of the most commonly-asked questions. You act as moderator. One of the core principles of Guerilla Marketing is to be #1 at something and if not, create the category for being #1!
- Use testimonials from brides, mothers of brides, grooms, clergy, photographers,
florists, etc.
These should be part of your collateral materials, your website and on display in an album in your office for all in-person appointments with potential brides. "Social Networking" is fast becoming one of the main referral sources for new business. Brides tend to trust other brides when they are speaking about past experiences. Let other people brag about you!
- Wedding-friendly website
Websites market you and your service 24 hours a day, seven days a week. It's not a cost, it's an investment. Business professionals with a solid Internet presence have much higher market acceptance, recognition, and typically command higher price because of the perception of superior performance or service. Include up-to-date photos of clients, locations, vendors, tips, bios, testimonials, etc. The Internet and email are the most cost-efficient means to market and pre-qualify potential bridal clients. For high maintenance brides, email is excellent for aggregating questions throughout the week and then having a standing weekly conference based on those questions. Time is money. Work smarter not harder.
Hopefully these tips will be helpful to you and will assist in turning leads into sales!
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"Remember that yesterday's answer may have nothing to do with today's problem."
- Don Ward
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| Tactics |
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"Plant Now" for Fall & Winter Harvest
Gardeners know that in order to ensure a full garden year round, you must consistently "plant the seeds". With timely planting, your crops will grow seasonally and you will have abundance year-round!
The same can be said for your marketing plans. "Planting the seeds" now (loosely translated to "start your new, seasonal marketing programs" now), will ensure that your efforts will pay off a few months down the line and you will see the fruits of your labor. By timing the beginning of your marketing programs so that you are consistent throughout the year, you will always have the prospect pipeline full and the phone ringing.
Determining these seasonal marketing programs can be accomplished in a number of ways:
- Look at your prior year's business for the same period of time that you are preparing to market to now. Where did your business come from? Is there more fruit on that tree? How can you target those markets?
- Look at what is happening in your area in the time you are looking to target. If Fall/Winter is what you are looking at, think about what type of activities happen at that time – companies are holding budget planning meetings, schools are planning sports banquets, everyone is planning holiday events, etc.
- Attempt to create a marketing program for every one of your target markets – weddings, corporate business, schools, charitable events, etc.
- Focus on the "vital few" - keep the number of programs reasonable so that you actually do what you say you're going to do.
Even with the existence of an annual marketing plan, keep it fresh with these seasonal ideas, and adjust accordingly all year long. Start "planting the seeds" now for future success!
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Privacy Protection
As you know, privacy and the security of sensitive information are in the forefront of the news and legal world today. It is imperative that we safeguard our client's personal information.
In some cases, we have seen that we are emailing the credit card authorization form to our Event Hosts for completion and that some Event Hosts have chosen to return it via email. Email is not considered a secure method for sending sensitive information. Therefore, if the Host does not complete the credit card authorization form in person, please ask them to fax the form rather than emailing it. If a Host asks you to email the form to them, explain why fax is the preferable method for their protection. If your fax machine is not in a secure location, encourage your Hosts to complete the form in person or mail it to your attention.
Any forms that include, in addition to the Host's name, their social security number or banking information (bank account, routing numbers, etc.), should not be emailed, but faxed if they cannot be completed in person. Once received, the forms should be maintained in a secure environment (such as in the Event file, assuming the files are in a locked cabinet). The same care should be taken with sensitive Employee information.
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"Do just once what others say you can't do, and
you will never pay attention to their limitations again."
-Edmund brown Jr.
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| Resources |
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Promotional Products
 Special Offer to Beverly Clark Hospitality Training Newsletter Readers
Give Your Clients a Gift to Remember Beverly Clark's I Love You Because...
Only $2.50 per book with purchase of 120 books* Quantities are limited.
Here is a wonderful book from Beverly Clark that you can use as an amenity for a bride, a turndown present for wedding guests, honeymooners and for almost any romantic occasion. And it costs less than a greeting card. These beautiful 96-page hardback books are 5.5" x 5.5" in size and regularly priced at $9.95. For more information or to place an order, contact Cathy Feldman at 805-682-8380 or feldman@west.net. For additional information visit >>> I Love You Because...
Corporate Product of the Month!
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5 x 7 Memo Book
Min. of 500
$2.49 each - This is the 2500 piece price
5000 piece price is $1.99 each
Includes 50 lined sheets of paper with a separate zip closure plastic pocket attached to the spine
Colors: Purple, Green, Yellow, Orange, Silver, White & Black
Setup Charge: $50.00
Price includes a one color imprint
Imprint area: 4"h x 3"w
5 1/2" x 4 1/4" Mini Memo Book
Min. of 500
$1.49 each - This is the 2500 piece price
5000 piece price is .99 each
Includes 80 lined sheets of paper with a separate zip closure plastic pocket attached to the spine
Colors: Purple, Blue, Green, Yellow, Red, Pink, Silver, White & Black
Setup Charge: $50.00
Price includes a one color imprint
Imprint area: 3"h x 2 1/2"w
Production time: 7 to 10 working days after approval of art
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For all of your promotional needs, please visit our website at: www.promotingyouinc.com OR contact Joanne at Promoting You, Inc. at 818-610-0045 joanne@promotingyouinc.com |
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Beverly's Wedding Planning Tools & Worksheets For Brides
Our Wedding Planning Tools & Worksheets provide you with helpful hints for your brides to stay organized when planning their wedding. Simply download the worksheets to email to brides. Your "time-crunched" brides will thank you!
Beverly's Tips >>>
Interactive Planner
The Interactive Budget Planner helps brides determine exactly how much to spend on each element of their wedding. Our Interactive Planning Calendar is designed to help brides figure out exactly what needs to be done and when it needs to be done for their wedding.
Interactive Budget Planner >>>
Interactive Planning Calendar >>>
 Beverly's Advertising Resources
Contact a Beverly Clark Representative about advertising on one of our websites. A strong internet marketing presence is a MUST today!
T | 800.933.3434 E | info@beverlyclarkenterprises.com
Training and Certification
For more information on the online Beverly Clark Hospitality Certification Program as well as live training, seminars and on-property consultation services please visit: BeverlyClarkTraining.com
"A hunch is creativity trying to tell you something.
It's the voice of invention calling you forward."
- Frank Capra
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| People in the News! |
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Congratulations to our new Beverly Clark Certified Wedding Professionals:
Alison Needelman, Abernethy Center, Oregon City, OR
Brooke Bowen, The Otesaga Hotel, Cooperstown, NY
Natalie John, Dreamy Weddings & Tours, St. Kitts
Holly Kilgus, Embassy Suites Ft Myers-Estates, Ft. Myers, FL
Evelyn Tobon, Hotel Crown Paradise, Cancun, Mexico
As well as gaining their certification, they now have the right to use a logo with their new designation on all marketing materials.
What Do You Want to See?
Send us your ideas for future newsletters and topics and we'll do our best to accommodate your request.
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For information on advertising in this newsletter please visit >>> Advertise with Us
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