August 22, 2014

What if ‘failed weddings’ fell out of the sky?

Back in the early years of the United States space program, every step was breaking new ground. One of the strategies was creating system redundancies, in case of failures out in space. A spare-tire-strategy was utilized for virtually everything, certainly for critical systems.

From a selling situation, many brides have become incredibly over-confident about their chances of universal success. Wedding failures can occur incrementally, or happen from one simple oversight or technical failure.

“Let’s face it, when we jump in a car, we don’t expect to have a flat, but we carry a spare for the rare occasion when it becomes a critical necessity.”

That’s not a negative approach. That’s an outlook of proper preparation and advisable caution, every time.

It strikes me, from a tactical selling standpoint, that as a vendor, one would be using F.U.D. – Fear, Uncertain & Doubt. NASA would temper decisions by suggesting…

‘Are you really comfortable with THIS PARTICULAR DECISION going to the LOWEST BIDDER.’ 

The tone is yours to choose. Perhaps tongue-in-cheek. Maybe dead-serious. That depends on the prospect, and what you need to do to focus their attention on details that differentiate your company. It’s rarely one item that separates you. But build one element upon the next, and suddenly you pull away from the pack, becoming the obvious choice, in the mind of the prospect.

I argue that if a wedding professional has not made a powerful selling argument that creates separation between its company and another, they buyer defaults to a lowest bidder tendency. Amazingly, both brides and other wedding professionals vaguely expect that others will be prepared for most eventualities… As said on Hertz commercials, “Not Exactly!”

It is rare that most brides are aware of questions and issues that may cause their wedding or reception to crash and burn. Your preparation and thinking of the smallest detail and defense strategy, so that bride doesn’t have to concern herself, is a selling strategy.

“Would you risk the failure of the biggest day of your life to the lowest bidder?” 

Properly framed, it’s a question worth asking, in your own variation. The notion of PERFECT is ludicrous. The visual fear of a wedding falling out of the sky is dramatic. As it should be!!

If you are better prepared than your competition, that will be one more arrow in your sale quiver. You don’t get any points by failing to use it.

Now, go make a sale!

Andy Ebon
The Wedding Marketing Blog

Comments

  1. Informative and important business process!

  2. love this post! We are always educating our guests not only about our services, but the differences between vendors that they may be considering.

    Many clients often just look at the bottom line and don’t understand what the difference is between company A and B. We’ve seen clients book caterers (prior to contacting us) strictly on price not realizing the fee did not include servers, chefs fees, bartender, china, glass, flatware, garbage removal, etc. Once they added in all of these fees they found the price was actually higher than the other quotes that they had received

Speak Your Mind

*