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Cross-Selling Without Turning Clients Away
42 Plays6 months ago
Introduction:
- Overview of cross-selling and its benefits in the wedding planning industry.
- Contrast between cross-selling and upselling, emphasizing the broadening of services with cross-selling.
Segment 1: Understanding Cross-Selling
- Explanation of how cross-selling involves recommending complementary services that enhance the primary service.
- Discussion on how cross-selling can simplify the client's planning process by centralizing their needs.
Segment 2: The Psychological Aspects of Cross-Selling
- Exploration of how cross-selling taps into human behavior and decision-making.
- Examples of how presenting complementary services can enhance the client’s overall experience, making them feel supported and building trust.
Segment 3: Identifying Cross-Sell Opportunities
- Techniques for recognizing opportunities during initial consultations and ongoing client interactions.
- Importance of subtlety and relevance in suggestions to avoid overwhelming clients.
- Strategies for creating compelling bundled packages that appeal to client needs and enhance their event’s overall style.
Segment 4: Effective Cross-Selling Techniques
- Discussion of the 'Package Bundle' strategy and its benefits for client satisfaction.
- Use of visual aids to illustrate the advantages of comprehensive service packages.
- Tips on timing and context for introducing additional services, emphasizing moments of client receptiveness.
Segment 5: Balancing Cross-Selling with Client Satisfaction
- Strategies for gauging client openness and respecting boundaries to ensure cross-selling enhances client satisfaction.
- Importance of ethical cross-selling practices, focusing on transparency and the genuine benefits of additional services.
- Techniques for following up on cross-sell offers in a non-intrusive manner.
Conclusion:
- Recap of key points about the effectiveness of cross-selling in providing a more integrated and enjoyable experience for wedding planning clients.
- Encouragement for planners to practice cross-selling techniques, emphasizing the potential for improved client experiences and business growth.
Mentioned Links:
- The VIP Lounge: Invitation to join the VIP Lounge for ongoing support and discussions about cross-selling among professional planners.
- Sales Maven-Nikki Rausch
Additional Tips:
- Advice from a sales coach on overcoming nervousness about cross-selling by viewing it as an opportunity to enhance the client’s experience.
- Reminder not to make assumptions about the client's budget and to provide all available options for a better wedding experience.
Recommended
Transcript
Introduction to the Podcast
00:00:02
Speaker
Are you a wedding planner just starting your business or have you been in the industry for just a few years? Do you want to build a profitable and enjoyable planning business that you're excited about every day? If the answer is yes, then you're in the right place. Welcome to the business of wedding planning podcast.
00:00:21
Speaker
I'm your host, Amber Peterson. I was a wedding planner for 10 years, a marketing strategist for service-based businesses, and now the owner of Planner's Lounge.
Challenges in Wedding Planning
00:00:31
Speaker
I know what it's like to work so hard as a planner but not see the growth and profit you dream of. I also know that while you can be the most talented planner in your market, if you don't have the business foundation, it will be hard to continue growing.
00:00:45
Speaker
I have seen so many talented planners burn out because they become frustrated with things unrelated to wedding planning, like finances, marketing, team growth, and operations. This is where the Business of Wedding Planning podcast and Planners Lounge come in. Our mission is to help you learn what it takes to build the business of your dreams with simple digital product solutions, educational content, and the support of our free community, the Very Important Planners Lounge, or VIP Lounge for short.
00:01:15
Speaker
I understand what it's like to work in this unique industry while having a lot on your plate. During my time as a planner, I had three daughters, bought and moved to two new homes, and launched two other businesses. I am excited to combine my education, industry experience, and passion to help you reach your business goals.
Cross-selling vs. Upselling
00:01:38
Speaker
Hey friends, welcome back to the Business of Wedding Planning podcast. I am really excited today to talk about cross-selling and how to cross-sell your services without turning away potential clients. Let's get started. First, let's define what cross-selling is. Cross-selling involves recommending additional complimentary services or products that you might have that enhance the main service that you're going to be providing.
00:02:06
Speaker
This is different than upselling where upselling is trying to get them to upgrade to a higher priced servicer package. Cross-selling, especially when in terms of planning a wedding, would be suggesting related services like planning the rehearsal dinner or managing a post-wedding brunch.
00:02:26
Speaker
While upselling focuses on upgrading a single service, cross-selling broadens the range of services provided, potentially simplifying the client's planning process and keeping more of their needs under one roof. Today we'll focus specifically on effective cross-selling techniques.
00:02:44
Speaker
It's important to understand that the strategy of cross-selling isn't just about selling more, it's about enhancing the client's overall experience with your company. By offering complimentary services, you're helping create a more cohesive and stress-free event for your clients. This approach demonstrates that you understand their needs and you're looking out for their best interests, which is super important for building trust.
00:03:10
Speaker
For example, when a client sees the convenience of having multiple services managed by a single planner, such as their wedding and their rehearsal dinner, they're likely to appreciate the reduced complexity and kind of the enhanced cohesiveness, which will then enhance their overall satisfaction with your company.
00:03:31
Speaker
If you can master cross-selling, the benefits are significant. For your clients, it offers a more seamless experience as they have to deal with fewer vendors and less coordination hassles. For you as a planner, cross-selling can significantly increase your revenue per client and strengthen your reputation for being a comprehensive service provider, which is super valuable for referrals and long-term business growth.
Strategies for Cross-selling
00:03:59
Speaker
So how do you identify a cross-selling opportunity? It's important that you don't just fire hose clients with all the additional services you offer. You want to be able to strategically spot the opportunities and make the most of them. This usually is going to start with the initial client consultation. This is probably your best opportunity to understand not just what your clients want, but also other areas that they might need assistance.
00:04:29
Speaker
For example, as they talk about their post-wedding plans and they seem unsure about handling everything, suggest your services for planning their day after brunch. The key to being successful with cross-selling is subtlety and relevance. It's about suggesting additional services that align naturally with what they already need, not just offering everything you can. You're there to simplify the planning process, not complicate it.
00:04:58
Speaker
If you already have a client that has booked with you, it doesn't mean that you can't cross-sell to them throughout the planning process.
00:05:06
Speaker
you want to be actively listening to their feedback throughout the entirety of your relationship. And if you're paying attention, then there can be times that you can highlight an opportunity to cross-sell to them. For example, if you notice your clients are really stressed about coordinating travel arrangements for their guests, you might suggest managing guest accommodations as an added service.
00:05:32
Speaker
Now, if you are already in contract and you are suggesting services that they're agreeing to, you need to immediately create an addendum to your contract so that it's clear that you're being paid and that you're responsible for delivering those services.
00:05:51
Speaker
If you're not creating an addendum, then this can lead to confusion later when you serve them with a bill. Or if you say, yeah, I can do that without putting the particulars in place, then it can result in just scope creep where you're doing extra work for no extra pay.
Creating Service Bundles
00:06:12
Speaker
So make sure that if you're already in contract and they're adding on services that you are, you're amending your original contract to include services you're offering.
00:06:24
Speaker
Over time, if you notice that certain additional services are being added to wedding planning packages, then you might create just a special bundle, like the wedding and the rehearsal dinner together. So if you're sitting in a consultation and you're explaining your three levels of planning services, full service, partial and wedding day management,
00:06:51
Speaker
You could then explain that many of your clients prefer to book, let's just say, wedding day management and rehearsal dinner planning as a package, and so you also offer that. And you can create incentives to book those services together, if you wish. You always want to be personalizing your cross-selling approach based on the details that you're receiving from your potential or your current clients.
00:07:18
Speaker
If a couple is enthusiastic about having a perfectly styled venue, suggesting a decor design upgrade or rental service that you offer to enhance their day is a perfect place to implement some cross-selling. Really the bottom line is you want to be aligning your additional services with your couple's broader event planning needs so it enhances their day.
00:07:46
Speaker
Let's explore some practical cross-selling techniques that are not just theoretical, they're proven to simplify your client's event planning and enhance their overall experience.
00:07:56
Speaker
As I mentioned before, bundling things that are often bought together is going to make it really easy on them to understand what they're getting and offering a bundled service to clients that combine a main event with a related activities such as wedding planning and rehearsal dinner or wedding planning with post wedding day activities.
00:08:20
Speaker
is going to help clients understand the added convenience and lead to their higher satisfaction. You can also use visual aids during your consultations, which can be super beneficial, especially for people who just like to have something visual. That's how they comprehend information.
00:08:39
Speaker
For example, if you're just showing images of past events where you've managed both the wedding and welcome parties or day after brunches, those visual examples can kind of show the full range of services that one couple received and kind of the cohesiveness that it offers them.
00:08:59
Speaker
Timing and context are crucial in cross-selling. You want to introduce additional services when clients are most receptive, typically during moments of excitement and when they're really jazzed about the possibilities for their event.
00:09:14
Speaker
You can build trust with them through transparency and active listening. When your clients or potential clients trust you, they're more open to your recommendations. You want to start by building this trust from the first interaction you have and be clear about what you offer and listen to their need. And finally, you want to personalize your cross-selling pitch to show how each suggested service directly benefits their specific event.
00:09:39
Speaker
For example, they're planning a destination wedding offered to handle travel and accommodation logistics for guests. And this is going to highlight how this will make their event more enjoyable for everyone involved. Remember that effective cross-selling is not just about offering more services. It's about making the client's experience smoother and more integrated and providing thoughtful, relevant options that make their entire wedding process more enjoyable and less stressful.
00:10:08
Speaker
As I mentioned before, cross-selling should always feel natural and only arise from genuine opportunities to complement the client's wedding day. The most important thing you can do is gauge the client's openness to additional services right from the start. This means reading their cues during conversation. Pay attention to their reactions when discussing various options.
00:10:30
Speaker
If they seem hesitant or uncomfortable when discussing additional services, it's a sign to proceed cautiously. It's also important to ask open-ended questions that encourage clients to express their thoughts and preferences openly. This approach is going to help you understand their priorities and also identify the right moments and offerings for cross-selling. For example, asking what are the most important elements to you for your wedding day?
00:11:00
Speaker
can give you insight into where they might appreciate additional support. Another key aspect is in respecting their boundaries. If a potential client or client declines a cross-sell, it's important to respect their decision without pushing further.
00:11:16
Speaker
Pushing too hard can sour the relationship and potentially harm the possibility that they'll book you, or they could even start telling other people, oh, I'm out with this wedding planner. They were just trying to sell me more and more, and it just was really uncomfortable. Remember, the wedding industry is small, and you don't want to get a reputation for just trying to milk your couples or potential couples for anything you can.
00:11:44
Speaker
If you have found that this is a great time to offer a cross-selling opportunity, you've given them the information, they're saying they're going to think about it, how do you follow up without being intrusive? The key is timing and tone. If this is presented at a consultation and they want to move forward with the wedding planning aspect, they're not sure about the additional service,
00:12:12
Speaker
You want to give them that time to consider it and then follow up with a gentle reminder. You can friend that as a check in, perhaps saying something like, I wanted to follow up with our last conversation about adding a day after brunch. I think it could really provide a wonderful conclusion to your wedding festivities. Have you thought any more about it?
00:12:30
Speaker
And from there, you can have a conversation about if they want to move forward with it, if they don't. If the answer is no, then I would drop it. If they still need more time to think, you can always follow up later. But if it is something that is either going to be the day before their wedding, that day after, and you do typically book other events around a wedding day, just be clear about the fact that until it is
00:12:54
Speaker
booked and amended to their contract that they don't have those days reserved or your time reserved for additional services. That way there's no disappointment if three weeks for their wedding they decide they want to add that on but you already have
00:13:13
Speaker
something else booked for that day. I know that sales is not everyone's favorite topic and it can feel a little strange at first to be trying to sell additional services if you already are not super comfortable with the sales process, but it's so important
00:13:31
Speaker
We have to learn how to effectively sell since we are selling our time, our expertise, everything that we bring to the table as wedding planners. I can't encourage you enough to try and get really comfortable with selling and having selling sales conversations with your potential client.
00:13:52
Speaker
Today we talked about how cross-selling differs from upselling and how it can not only increase the bottom line in your business, but can also help your clients have a more streamlined wedding day or wedding event. You want to make sure you recognize opportunities to cross-sell and that that begins during the initial client consultation.
00:14:16
Speaker
You want to understand the overall event's needs and the couple's desires for their wedding and listen to their broader event plans and then use your discretion, be subtle in suggesting related services that can make their vision more of a reality.
00:14:37
Speaker
We also talked about effective cross-selling techniques, such as bundling your services and making sure you're doing any of your cross-selling at the right time. And it should coincide with their client's receptiveness and enthusiasm, not when they're overwhelmed in stress.
00:14:56
Speaker
You don't want to come to your client when they're having a moment during the planning process and say, well, you know what could fix this is you giving me more money for this service. You want to always be tactful and while you can offer, make sure that they're at the right mindset to hear those offers.
00:15:15
Speaker
When communicating an additional service, you want to be clear and benefit-focused, utilize storytelling and visual aids to highlight the benefits and make the services tangible and appealing, and then also address any fears and objections with empathy and focus on how the suggested services complement the client's overall event plan, and of course, always respect their decision.
00:15:40
Speaker
If you put an offer for an additional service out there, make sure you follow up with sensitivity, allow your clients time to consider and revisit the conversation with a gentle check-in that emphasizes the value and the overall event planning process. Remember that even though you might know that they need this as their planner, you also know they have a budget and some people's budgets just don't allow for additional services. So just be very sensitive to that.
Client Financial Assumptions
00:16:10
Speaker
And if you're nervous about cross-selling practice techniques with a trusted friend or colleague or family member, what has always helped me with sales is to remember two things I learned from my sales coach, Nikki Roush, who her website is going to be linked in the show notes, but it's called the sales maven. She is amazing. And if you are nervous about sales, she has a lot of great resources. But the two things that I always think about is
00:16:40
Speaker
Never make buying decisions from another person's wallet. So even if you recognize that someone could use an additional service but you're nervous to present it because you're afraid they can't afford it or they're going to feel some kind of way about an additional charge,
00:17:00
Speaker
It's not your job to make a decision based on their finances. So if you don't offer the additional service, you're also withholding a possible solution. So your job is to present the information.
00:17:13
Speaker
And if you feel nervous to present additional services, look at it from the perspective of your withholding information that could help your client have a better experience and ultimately a better wedding. Finally, if you can say during the consultation that your potential clients are going to need additional services, it's likely that they're going to ask for those at some point.
00:17:35
Speaker
So wouldn't you rather be able to have that all negotiated up front rather than having to build them later or worse, you end up doing free work because you don't want to ask for more of an investment beyond the initial agreement.
00:17:47
Speaker
I love talking about sales techniques and how we can all get better and more comfortable at selling our services. So I would love for you to join me and planners from around the world inside the VIP lounge. You can post your questions about cross-selling and receive support from myself and other planners.
00:18:06
Speaker
That link is also in the show notes, but we would love to have you in there.
Preview of Next Episode with CFO Guest
00:18:11
Speaker
Thank you so much for tuning in. Next week, I'm actually going to be having an interview with one of my good friends who is a fractional CFO for service-based businesses, and we're going to talk about the anatomy of pricing. You won't want to miss it. She has so much knowledge and she's just a lovely person.
00:18:32
Speaker
So, I hope you tune in next week and thank you so much for listening to the Business of Wedding Planning Podcast. Bye.