“How much…?” before they ask more important questions about our products and services. They should be asking us questions to find out if we can deliver on their important wants and needs; while price is certainly one of those things on their list, it’s by no means the most important one. If we don’t—or can’t—do what they want or need, then price doesn’t matter.
Sing on, Brother Alan
OK, I know I’m preaching to the choir with you on that subject. So, why is it that when we’re the customer, we do exactly the same thing? Why do we default to price first, instead of asking, or at least looking for, better questions? You can call it hypocrisy, irony, or just human nature, but it happens all the time. What prompted this article are instances where wedding and event pros have put price before return, and it stood out, not because it happened, rather because it happened so much.
In one case I have a couple of proactive, success-minded businesses, that are trying to organize a Mastermind Day with me in their city. These are people who’ve seen me speak, many times, so they know from personal experience the value of having me with them, and a small group, for a full day, sitting around a table and talking business. Their challenge is getting others to feel the same way. While they’re seeing that investing in their businesses pays big returns, they’re running into others who don’t share their vision. Now that in and of itself isn’t unusual, nor is it unique to our industry.
You’re asking what?
What struck me was that the first question these other businesses asked them is “How much is it going to cost?”, rather than “What will we discuss?” or “How will I benefit?” or “Will we get to discuss _____?”. No, their first question was the same as their customers, about price. So, I did what I ask you to do, and that’s put yourself in their position. Just as your customers don’t know how to shop for what you do, most wedding and event pros don’t know how to shop for training or consulting, because they’ve never done it. You’re just as ill-equipped to ask better questions as your couples are with you. You need a better vocabulary. You need a benchmark. If you’ve previously participated in training, but it was paid for by your employer, you wouldn’t know how to shop for it. It makes sense, just as it makes sense that your customers don’t have the vocabulary or benchmark for what you do.
I’ll go to the next one
The other thing I’ve noticed is wedding and event pros skipping educational opportunities, be it local, national or virtual. Rather than blocking off time for learning, they wait until the last minute to decide if they should participate. Ask any event promoter and they’ll tell you that most of their registrations come in within the last month, if not the last 2 weeks. I’ve seen way too many meetings and conferences cancelled or postponed due to lack of registrations. Just as with a wedding or corporate event, the venue/hotel needs a headcount commitment well in advance of the event. If registrations aren’t coming in, the promoter may not want to take the risk of not getting enough attendees, and be on the hook for paying for more people than actually came. It’s hard to blame them, especially if it’s their first conference. Sound familiar? That’s why we tell couples to get their RSVPs in early, so they only have to pay for those that are coming to their weddings.
As a member of several associations, including the National Speakers Association, I’m always investing in my education. While I love to speak at events, and along with sales training and website reviews—that’s how I make my living—I relish the opportunity to sit in the audience and learn things to help my speaking/training business. Your businesses and mine are very similar in that respect. Your couples don’t think about your catering / photography / entertainment / fashion / officiating / transportation business, or whatever it is you do. They care about the craft of what you do, as they want the outcome you’re going to deliver; but they don’t think about what it takes to have a successful wedding or event business. In all of my years in this industry, the people I know who have the most successful businesses aren’t always the ones with the highest technical or craft skills. Oh, they’re talented, they just may not be the very best.
It takes different skills
You see, the skills it takes to have a successful floral business, or invitation business, are very different from the ones it takes to deliver your product or service at a high level. Are you investing in both parts of your business? Besides keeping up with the latest trends and styles in your industry, are you also keeping up with the latest business tools? Are you investing in better sales, marketing, accounting, and technology? I block off the dates of two or three national speakers’ conferences every year, and I serve on the board of my local National Speakers Association chapter. I invest thousands of dollars every year to improve my speaking craft and business. Why? Because, just as I say to you from the stage, I invest in business commensurate to how I want others to invest in mine. If I want you to have me come in for sales training, or do a website review, or present at your conference or event, and pay me well to do so, then I had better make sure I’m on top of my game.
What I’ve noticed is that I see many of the same top speakers at all of the conferences I attend. These are the same people who are revered in our profession, yet they’re sitting in the audience, right next to me, taking notes on how to improve their businesses. What each of us has learned is that we will never know everything there is to know, and things are always changing. What worked last year may not work this year. What works today may not work next year.
Make it part of your business plan
That’s why I budget thousands of dollars every year for my education. That’s also why I get frustrated when I see wedding and event pros who want to grow their businesses, but they don’t—or won’t—invest in themselves first. I know that they’ll benefit from the education, be it technical or business. I also know that many of them know that as well, they just don’t prioritize it. When I’m at the annual National Speakers Association conference, I register for the following year’s conference. I’m committing to invest in myself going forward. The date is blocked off on my calendar, and I won’t take a speaking or training gig during those days. Am I losing income because of it? Absolutely not. I’ve profited way more from the ideas I’ve learned, and the connections I’ve made. I know that every time I attend an event is an opportunity for growth and business.
Education is about having an open mind
I don’t go in with any particular agenda either. I trust that it’s going to happen, because being there is the most important step in that process. If I don’t attend, I can’t benefit. I also know that if I only looked at the dollars, I could save thousands of dollars, each year, by not attending. But the most I can ever save is those thousands of dollars. The most I can earn from what I hear, and who I meet, it virtually unlimited. So, the next time you’re presented with an opportunity for learning, whether it’s your technical skills, or your business, or even something that just interests you, who are you going to bet on? I’m betting on myself and the upside of attending, who are you betting on?
Can’t seem to find the time to get to these events? I can still help you. You can have me come in and train your and your staff, or we can do a remote website review together, or you can arrange to have me do a Pop-Up Wedding Workshop or Group Mastermind Day in your town, or you can join the other wedding and event pros that are watching, listening and reading great business ideas, on my online learning community Wedding Industry Insiders. Each month we add new content, which you can see and hear on any device, any time. No traveling, no time away from work and family. You can even listen on your smart while working out or driving (please pay attention to the road ;-). It’s like attending a session with me, any time you want or need it. Check it out at www.WeddingIndustryInsiders.com
Can’t decide which is right for you? Email, call or use the short form on this page and I’ll help you decide which one will help you the most, 732.422.6362, international enquiries 001 732 422 6362
Here are just a few of the hundreds of wonderful things my clients have written after working with me. What will you say? Contact me and find out.
“This guy Alan Berg boosted my business by 15% in 2 days by following his easy 1.2.3. steps.” DJ Smooth B, Dallas, TX – after his website review the other day
“I was a part of Alan’s mastermind sales training one week ago in Pittsburgh, and it was the most effective sales training I’ve ever taken. I have been putting what I learned into action and have seen immediate results!“Lauren Madison, Bella Sera, Pittsburgh, PA – after a mastermind day
“Day one back in the office and were are already implementing some suggestions… and we are in the process of booking a job today I’m SURE because we used some of Alan’s techniques… first day back after the seminar!! What I enjoy most about Alan is that he really does care about our success.” Brian Renzo, Artistic Hands Productions, Pedricktown, NJ – after a Pop-Up Wedding Workshop
