Podcast Transcripts & Articles

Jul 24 2015

Four Reasons Businesses Fail—and How to Avoid Them

By Uncategorized

This article was published in the July/August 2015 edition of Wedding Planner Magazine entitled “Four Reasons Business Fail–and How to Avoid Them”.   If you would like to use this on your site or blog, email Alan to receive the .pdf and Word versions, along with the attribution to include.

Four Reasons Businesses Fail—and How to Avoid Them, by Alan Berg, CSP

The things that make you great at planning weddings don’t necessarily make you great at business. That’s a harsh reality, but one you have to address if you want to have a successful wedding planning business. The skills and tools you need to be successful in business are available to you through the pages of this magazine, through the Association of Bridal Consultants, and at the myriad of conferences held locally and nationally.

Here are some of the top reasons businesses fail in the wedding industry:

Read More

Jul 16 2015

The High-End Wedding – Debunked

By Blog

For as long as I’ve been in and around the wedding industry, businesses have been chasing the “high-end” client. When I ask them what they mean by high-end, they usually say that it’s someone who’s spending a lot on their wedding. In theory that sounds right, but is it in practice?

What makes it high-end?
A high-end client sounds like an aspiration, but just because someone spends a lot, doesn’t automatically make it classier, or creative or (in plain words) better. Lots of couples spend lots of money on things that make others scratch their heads and go “Huh?” We wonder why the money went to those elements of the wedding, while there may have been elements that seem a little lacking—at least in contrast. Read More

Jun 23 2015

What do you want when you’re the customer?

By Blog
What do you want when you’re the customer? What a simple benchmark, and one that we should all strive for when we’re serving customers. So why is it so hard for others to use such a simple benchmark?  I think it’s just a matter of paying attention. Too many people are just skating through their day with no thought other than getting to the end of their shift. There seems to be no sense of ownership. Years ago businesses were family-run and people understood the value of good customer service. The store, and the people who worked there, were a package deal. They greeted you when you came in, they thanked you when you left, and encouraged you to “come on back and see us”.

So what’s changed?
I think it’s a short term outlook. The feeling that this is only temporary, so why care. Whether temporary or not we should all care. My list of job stops is long and circuitous. I didn’t know it at the time, but each of those jobs provided valuable lessons in customer service.

May 14 2015

Is Showing Up Enough?

By Blog
Open vs Closed Mind - Toggle Switch I attend a lot of networking events and conferences each year and I’m amazed at how unprepared some people are for the experience.  You never know who you’re going to meet, what you’re going to hear and what opportunities might present themselves.  Life is full of wonderful surprises; yet, there are people with no business cards, no elevator pitch and (in some cases) no interest in being there.  I started thinking about the difference between showing up and actually being present.
Showing up is the easy part
Of course not showing up is even easier, and there are always other things to take up your time; however, if you never show up you’re an outsider in your own industry. No matter how long you’ve been in business, there are always new people to meet, new things to learn and new ideas waiting to be discovered. Being present and being a participant are harder than just showing up but that’s where the magic happens. I’ve made some terrific connections that have led to
business and friendships by showing up at events, often unexpected events.

Read More

Apr 09 2015

DI Why? Why do they do it themselves?

By Blog
Do You Have the SkillsI’ve spoken over the years about the DIY (Do it Yourself) wedding couple. While many weddings have some element that was done by someone involved in the wedding (family and/or friends) there’s rarely a wedding that’s truly all DIY. Did her mom make the wedding dress? Did his/her aunt cook the food? Did his friend take the pictures or play the music? More likely they made the programs, possibly decorative items for the tables or church.

Why are they doing it themselves?
It might be their budget, or it just might be that they enjoy the creative process. I’m a DIY when it comes to home improvements and repairs. Rarely is it to save money, because many of my DIY projects wouldn’t get done if we had to hire a professional carpenter or handyman. They’re not emergency repairs, rather improvements or artistic expression.

So, when couples try to do things for their weddings…

Read More

Mar 02 2015

It only works if you use it

By Blog
Use your ideasI received a very nice email the other day from a wedding pro who’s heard many of my webinars and live presentations. She was thanking me for a tip which she had heard me say, many times, but hadn’t acted on, until recently. The tip was to end each email with a question so the recipient is more likely to answer. Now that she’s ending her emails with one question, her response rate and conversion have increased (which was the whole idea). Here’s her email to me:

Hi Alan,
I just wanted to let you know, although I have heard you mention the “end with a question” several times, sometimes there is so much in the webinars and seminars that you just can’t implement it all at once, or you forget.
WELL, since the last WW (WeddingWire) webinar, I have been consciously ending all my emails to couples with a question, and I have been getting PHENOMENAL results. I just wanted to say THANK YOU, YOU ROCK!!!
Rev. Judith L. Guasch, M.Div., Ceremonies by Judith

The credit for that concept actually goes to Alan Katz, of Great Officiants in Southern California, who originally gave me that tip a while back. The kudos go to Rev. Judith for taking it off the back burner and using it. I’ve often said, and written, that the people who achieve the most success don’t necessarily have more ideas or more money. They just act on those ideas, or put that money to use.

Read More

Jan 14 2015

Is your wireless router slowing you down?

By Blog
fiosinternet_routersHave you ever wished your wireless internet were faster? Maybe it already is, but you just don’t know it. That’s the experience I just had in my home/office. We have Verizon FiOS for our internet service and they’ve been bragging in their marketing how they’ve upgraded their internet plan speeds so that the upload and download speeds match. We supposedly have pretty fast service at 50mbps (megabits per second) for both upload and download speeds. That said, my desktop computer, a MacMini, always seems to be faster than the connections on the wireless computers.
 
So, how can you test it?

Read More

Jan 02 2015

3 Resolutions That Can Be Revolutionary For Your Wedding Business

By Blog

Time to ActThe beginning of the year not only signals an influx of newly engaged couples, it also serves as a psychological switch for many 2015 and 2016 upcoming wedding couples to resume the planning process after a post Thanksgiving through Christmas hiatus.

It’s also an opportunity to think about what you’re going to do differently. Here are some insights from my fellow guru and business associate, Brian Lawrence. Brian’s walked more than a mile in your shoes in his many years as a wedding center owner with multiple locations, then serving thousands of wedding business through his position as VP of a national wholesale invitation brand, and then as owner of wedding business focused web design and marketing firm.

Brian has taken things I have spoken about before and put his own spin on them for you: Read More

Dec 16 2014

3 Things you can do to get your website ready for the January rush

By Blog

round glossy button effectThe holidays are always a busy time for engagements, and then comes the January rush of visits to websites… hopefully yours. So, is your website ready to convert that traffic into inquiries, appointments and then sales? You’re only going to get one chance to make that first impression.

Here are a few easy things you can do, right now, to improve the engagement and conversion of your website. These will only cost you a little time, but it’s well worth it: Read More

Dec 16 2014

Ways to invest in yourself (so others will invest in you)

By Blog

How you can invest in yourself

In my last article I talked about how you need to invest in yourself and your business first, before you can expect others to invest in you. But what are some of the things you can do?

And the answer is?

So I got to thinking about the many ways businesses like yours can invest in your success, both personally and professionally. Some involve only your time (which I know you have oh so much extra of, I write sarcastically). Others involve money (which of course is limited for almost all of us). Here are a few things you can do to invest in yourself and your business: Read More