If I ever write another sales book, this will likely be the title: ‘Stop Selling and Help Them Buy!’ In many industries, businesses have to do a lot of cold calling and prospecting. You’d spend a lot of your time trying to identify people, and businesses, who might be interested in your services. While that’s true for corporate events, non-profit events and some others, the wedding industry is mostly a reactive industry. Sure, you have to advertise and market yourself so that you can be found, and that involves putting yourself out there where your target customers are looking. But, for most sales people in the wedding industry, the sales process starts when the email comes in, the social media message arrives, the contact form gets filled out or the phone rings (I know… if only!).


Get off the bench… you’re in the game!

You can’t see if they’re looking at your social posts, unless they comment on them, like them or leave you an emoticon. You can’t see if they’re looking at your online advertising, unless they click through or submit an enquiry. You can’t see who is looking at your website, unless they contact you. However, once they do contact you, they’ve raised their hand and shouted: “I need what you’re selling!” At that point, they don’t need to be sold. They need you to help them get the outcome that they desire. They don’t want music, they want their friends and family to dance the night away. They don’t want a starlit dancefloor, ‘LOVE’ letters or up-lighting, they want to create a sensory experience that enhances their party’s atmosphere. The don’t want an MC, they want to have fun with their guests and have everything run smoothly.

Stop selling WHAT you do

By the time you get to have a conversation with them, don’t sell the bullet-point list of what you do. Every DJ has a very similar list. As a matter of fact, when I’m reviewing websites I see many generic-looking lists of services. I could take the logo off the list of one DJ, and put it on any of their competitors' sites and their competitor could fulfill it. Don’t go through a sales pitch of that list. Find out the outcomes the prospective clients desire, and talk to them about how you’re going to help them get those outcomes.

When you have someone paint your house, do you ask what kind of brushes they’re going to use? When your car needs servicing, do you ask what kind of tools the mechanic is going to use? When you eat at a restaurant, do you ask what kind of oven they’re using? Of course not. What you care about is that your house looks beautiful, your car runs smoothly and that your food looks and tastes great. Those are the outcomes.

Find their WHY

A sales conversation is not a sales pitch. A sales pitch is a script. Actors read the