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I was presenting at an event the other day, and I asked the group to let me know if anyone gets a new lead while we were meeting. A little while later, one gentleman told me a new lead had just come through via email. It was from a university, but a department with which he had never worked. It sounded like a referral, although they didn’t mention that in their email. As he read us all the email, it seemed as though they weren’t shopping around, rather they were checking availability and pricing.

Make their job easier
I asked what the title was of the person who sent the email, and he said she was an Executive Assistant. I suggested that, to me, it seemed as though this probably just got dropped in her lap, and the easier he makes it for her, the faster he’ll get the sale. He expressed that he’d like to get her on the phone, to discuss the details of the event. I told him that she hadn’t asked for a call; and if we were right (and she had been referred by another department, with which he’s already worked) and she wasn’t shopping around, that he should reply to her email with a quote. Just summarize what he suggested would be best for her event, based upon what she had sent, give her the price, and ask if he should reserve that for her.

He hesitated, and said that he’d still like to get her on the phone first. I asked why, and he said that he’d like to see… and I stopped him. I said that he was using the word “I” too much. It wasn’t what he wanted that mattered. It’s what she wants. I again suggested that he send the quote, and ask for the sale. He hesitated again.

What about Top-Down Selling?
While I advocate a Top-Down approach to selling, in this case it would be better to lock up the sale that you’re being given (not quite on a silver platter, but close), and then try to upsell them later. With Top-Down Selling, you try to get the bigger sale today, and take things away to work down to a lower price, if they object. While I usually prefer that you do that, I don’t want to you to lose the sale that’s in front of you, on the possibility that they might buy more. I was suggesting that he quote her the best option, based upon what she had asked. That’s still a form of Top-Down Selling. Had he been able to have a conversation with her, he may have been able to quote a bigger package; however, there was something about what she had written that gave me the feeling that we should take the easy sale, and then suggest the upsell later. Maybe it’s my experience, or Spidey-sense tingling, but my gut said to go for the close.

Eventually, he relented and tried it my way. A little while later, he reported that he had closed the sale. Given the lead-time that we usually have for events, be it days, weeks, months, or more, there’s usually ample time to go for the upsell. According to the WeddingWire Newlywed Report, 74% of couples go over their budgets (I know, you’re shocked!). That means that some people, who had been trying to stick to their budget when they hired you, have subsequently gone over their budget and might be more willing to add some of the products and services they had previously passed on. The only way you’ll know, is if you ask them.

When should you ask for the upsell?
It’s likely that you have many points of contact with your clients, after the initial sale, and before their event. Some are via email, some on the phone/Skype/Facetime and some may be in person. Those conversations are a great time to ask good questions, listen for their answers, and suggest upsells that help them have the outcomes, and results, that they want.

Would it make sense?
In my sales book, Shut Up and Sell More Weddings & Events, I mention a great way to make these suggestions. Start the sentence with “Would it make sense…?” For example: “Would it make sense to add the pasta station?” or, “Would it make sense to create a really unique groom’s cake?” or, “Would it make sense to add the custom monogram?” or, “I know that you didn’t initially go with the photo booth, but we still have one available for your wedding date, would it make sense to give your guests the great fun, and keepsakes to remember their experience?” You see, you can ask for almost any upsell with this method. It puts the decision back on them, and feels less “salesy” than, “Would you like to buy…?”.

Bird-in-the-hand, or Top-Down?
Each situation will be different, so you need to be looking for the buying signals. Unless what they’re looking for today won’t give them the outcomes and results they want (in which case, you shouldn’t take the sale), it’s sometimes best to take the sale they’re giving you today. Nurture that bird-in-the-hand sale and suggest the upsells later. If you confuse them with more choices now, they may reply with “we need to think about it”, instead of buying today. Our job is to reduce their choices, not increase them. If they’re ready to buy today, help them do that. Don’t get greedy and push them for the bigger sale.


Need help seeing the buying signals, or getting your website and advertising to bring you more leads? Schedule a 2-hour phone consultation with me, or better yet, have me come to you for a full day of sales training (just your business) or a mastermind (invite a few friends to share the day, and the cost). Is it worth it? Don’t take our word for it, here’s what wedding and event businesses, just like yours, have said after working with me recently:

  • Phone consultation:
    “After reviewing our notes from the phone consultation, though, I realized how many pointed, specific ideas Alan came up with for my business. Alan’s expertise and knowledge are solid, and I found him to be extremely generous and a whole lot of fun, to boot.  Thank you, Alan!”
    -Jill Gordon, Jill Gordon Celebrate, East Hampton, NY
  • Private sales training:
    “Alan was an energetic and entertaining speaker. His suggestions for my sales team will help us get out of our own way. I can’t wait to put them into practice!”
    -Reese Rowe, Herban Feast Catering, Seattle, WA
  • Mastermind day:
    Worth every penny! In a small group we were able to get very specific and address each person’s strengths and weaknesses.”
    Michelle Fairchild, Meredith Party Rentals, Toledo, OH

If these sound like the results you’d like to haveemail metext, use the short form on this page, or call 732.422.6362, international enquiries 001 732 422 6362


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