Selling to the bride is often the focus of wedding marketing, in general, and bridal shows, in particular.
ANSWER: Yes, BUT… that mindset is an oversimplification. And if you miss the nuance, you may lose the sale.
A BETTER QUESTION: Who is the decision-maker?
There can be multiple decision makers. People who contribute money to the wedding (parents, future in-laws, fiancee) almost always do so ‘with strings attached.’ They may be upfront about their influence. Their influence may be subconscious. Either way, it exists.
The ‘wedding process’ can become a ‘committee process.’ We recognize that as an entourage at a bridal show. There are official member of the entourage, unofficial members, and possibly hangers-on (Those who have been dragged out for the day, semi-unwilling).
All of these people may be well-meaning, but, unwittingly, they complicate the sales process… which is not good for you, or the bride.
WHY YOU SHOULD CARE ABOUT THIS…
Whether face-to-face at a bridal show, in an appointment at your office, on the phone or via email, it is important to identify decision-makers and influencers.
In person, at a bridal show, the bride is usually identified by a special name tag or badge. Don’t let that stop you from greeting everyone accompanying the bride, and their role in the wedding.
When setting an appointment, ascertain who the decision makers are, and make certain ALL OF THEM are present. There is nothing worse than presenting to the bride, alone, only to be told, “I have to run it by my fiancee.”
Even if she leans toward hiring you, that can work against you. A groom will not feel the seem excitement or energy, hearing about you and your service, second-hand. A bride’s uber-excitement may even create skepticism.
Sell to both bride and groom when they are face-t0-face. It takes two people to say ‘Yes’, but only one to say, ‘No.’ Even if one member of the couple takes the lead in questions, make eye-contact with both of them… Ask a question of the more passive person.
One of my favorite strategies, when the momentum of the sale had softened, was to say… “Let me leave the two of you alone, for a few minutes, so you can talk about me, behind my back.” Having some ‘alone time’ allows the couple to confer, and see if they are on-the-same-page. When you rejoin them, it’s not uncommon for them to say, “OK, we want to go ahead and work with you.” or ask a final question or two, that needs answering… and then firming up the booking.
Your awareness of the sales dynamics and people involved is key to process of making the appointment and closing the sale.
Wedding Marketing Expert
The Wedding Marketing Blog