I’m just getting back from another successful Wedding MBA conference, and I was reflecting on the many, many conversations I had with wedding pros, like you. A common theme was that it would be so much easier if brides and grooms would just get on the phone with you. Many wedding pros were reminiscing of the days when your phones were ringing off the hook with inquiring couples – and that’s when I popped your nostalgia bubble. In the digitally connected world we live in, while there is an occasional phone inquiry, most of your initial contact comes via email, text or a contact form.
Don’t be in a rush to change the format
The mistake that I see so many of you making is to try to change from a digital conversation, to a phone call or appointment, too quickly. Had they wanted to talk on the phone, they would have called you (or asked you to call them in their message). Had they wanted to schedule an appointment (whether in person, on the phone or virtually), they would have asked for one. I’m not saying you shouldn’t try to schedule a phone call or meeting, just don’t do it too quickly.
Let the conversation continue
Their inquiry was a strong buying signal. After all (as many of you have heard me say from the stage, on a webinar, or in my articles) many buying signals have happened before you got the inquiry. In their search for ‘someone’ who performs your service or has your product, there were many steps that led them to you. When you get that inquiry, they’re starting a conversation. It’s your job to continue that conversation to gain their trust. Bob Burg (no relation) said that we buy from “people that [we] know, like and trust”. They’ll know you, like you and trust you more, if you continue the conversation using their preferred format – which is how they reached out to you (email, text, LiveChat, etc.).
Does that mean you shouldn’t try to call them?
When you get an inquiry that includes a phone number, shouldn’t you try to call them? I’m not opposed to you trying to call, I just don’t expect them to answer – especially if it’s during work hours. Many people screen their calls, and I’ve noticed that calls to my cell phone don’t always show the caller-ID, even when they call from a landline.
If you do decide to call them, here are a few things to keep in mind:
- Be prepared to leave a 10-second (or shorter) message
- Sound upbeat and excited to talk to them
- Pay attention and speak clearly
- Tell them that you’re sending them an email now – and then do so
- Leave your number, and repeat it, slowly
- Call from a number they can call you back on
Don’t expect them to call you back
No matter how compelling your voice message, don’t expect them to call you back. As I said earlier, had they wanted to talk on the phone, they would have called you. So, don’t sit by the phone waiting for their call; send them a short email, as you indicated you would on your message. They key is to be conversational and let your personality come through, regardless of the communication format. Contrary to what some of the ‘old dogs’ I met think, you can get a feeling for someone’s personality through email, text, Facebook Messages, etc. You just have to start listening for their tone and energy as you’re reading.
What new tricks can an old dog learn?
When I’m doing on-site sales training, or phone consulting, with wedding pros – young and old – a core component is analyzing your digital conversations. We look at the inquiries you’re getting and how you reply. What I’m looking for is whether your digital voice sounds like your real voice.
What is your digital voice?
- Is your tone the same as when you speak on the phone (formal, casual, etc.)?
- Is your energy good (showing them you’re excited to be having the conversation)?
- Are you editorializing in response to their answers (“I love that venue, we work there all the time, great choice!” or “Great news, that’s a very popular time of year, but your date is still available!”)
- Are you answering the specific questions they’ve asked, or are you copying and pasting a generic reply? When you’re the customer, you want a real person to reply, not a computer or canned-reply.
If you want a reply, ask a question
My friend Alan Katz, from Great Officiants in Southern California, once told me that his people always end each email with a question. It’s such a simple concept. If you want them to reply, don’t end the conversation with a period or exclamation point; however, don’t ask them 5 questions. If you were on the phone with them, or had them in your office, you’d ask one question and wait for an answer. Also, don’t bury your question by asking it in the beginning, followed by another sentence or paragraph. We all tend to skim before we read. So, if you want them to see your question, put it at the end – preferably as its own, one sentence paragraph.
Are old dogs, and puppies teachable?
I’ve taught many experienced wedding pros to shorten their emails, be conversational, not to rush for the phone call, and end with a question. Some are old dogs, but I’ve also seen the same challenges with millennials. Most of us were taught to write differently than we speak. You need to break that habit and learn to have a real conversation, regardless of the format. It will take some focus to break old habits, but the ROI is worth the effort.
Does it work? Don’t take my word for it, here’s what wedding and event pros, just like you, have said after I helped them with sales training, a mastermind day or phone consultation:
- “This whole “short email, ask a question” idea has supplied me with an entirely new (well, new to me) supply of email replies that I am currently not used to.” – Tommy Waters, The Renaissance, Richmond, VA
- “I am pleased to say we’ve been getting a lot more responsiveness to our inquiry emails since we changed the language.” – Melissa Birch, Event Coordinator, Moffitt Oaks, Tomball, TX
- “I had two brides email me/call right after they got my new “Berg email response.” – Liz Valles, Deja Blu Band, Boulder, CO
- “Here is Melinda’s response after getting an almost immediate reply: “HOLY S%#@ A RESPONSE AND ALMOST IMMEDIATELY!!!! THANK YOU ALAN BERG =)” – Robin Selden, Marcia Selden Catering & Events, Stamford, CT
Would you like my help with your conversion from your digital conversations and how to close more sales? To see how I can help you, and your business, call, text, email, or use the short form on this page to find out more, 732.422.6362, international enquiries 001 732 422 6362
