The Initial Consult: Your First Chance to WOW Your Client!

By Ronni Johnston, ABC™ , Perfect Touch Custom Weddings, Wichita, Kan.The initial consult you have with couples is the foundation of your wedding business. It is your first, or only, chance to demonstrate your value. Here, you will learn about the bride and groom—their personalities, wedding dreams, and potential challenges. Handled correctly, this can be “win-win” all the way. The couple will leave with a clear vision of their next steps—ideally hiring you is one. You will gain a clear understanding of the clients’ style, and know if they are the right clients for you. Here are some things you need to consider for your initial consults:Free or Fee?This topic has been covered in many forums. It is a dividing point for some, but needn’t be. Whether you choose to charge for your initial consult or not, it isn’t a right or wrong choice. It’s about what’s right for your business. However, remember that a “free” consultation must actually provide some type of service. If you prefer an initial consult to be more of a sales opportunity, use another term, like “free initial meeting.”Forms. What type should you use?Gather data and wedding details during the initial consultation, of course, but don’t get bogged down. Do use helpful documentation, but keep it relevant and concise. Also decide who should be filling out the forms. Some feel that brides tend to find detailed forms tedious. It can take away from interaction time.Don’t forget sales and closing techniques.Do you ask the client to sign right away or give them time? Should you say you’ll “save the date”? Do you give a hiring incentive or deadline? Explore your options and make your choices before you meet with clients. Consider: Are you a hard or soft sell personality? Do you feel a discount could devalue your services? How are you marketing your consultations? What are the clients’ expectations?  Track your contacts while you evaluate your options. If needed, take notes on which tactics you used. Quickly a pattern should emerge. Be willing to adjust your approach as brides and buying habits change over time. Use consistent business policies, but, consider adopting a few approaches to handle the different types of brides that you will meet.Get an earfulLet the client talk. Ask how they met. Ask about their wedding fears and hopes. The client needs to feel you understand them. To do that, you must listen. Take notes.  List questions or comments to use when it’s your turn to talk. Jot down the event details for reference. Highlight anywhere you share experiences.Get personalAcknowledge them by name. Learn the key players. Look for telltale signs that someone other than the bride is in charge: She looks often at another for questions involving money or will defer her answers. Listen to the chatter between the clients. You will learn a lot about what the bride wants (lots of fresh flowers) and what the check-signer thinks (the mother hates to see all those flowers just die.) If you can perfect the fine art of listening, you’ll be able to address all parties’ concerns at once. Show that you understand both “sides” of an issue and offer a viable alternative that lets everyone feel good. Your value will be immediate and measurable.Help set a goal and establish prioritiesAsk for their top priorities and have them rank the rest. Give them something they can relate to—“on a scale of 1 to 10, how important is photography?” Let each person provide his or her own answer. Present options that fit. Provide contact information or estimates of the services. Ask about budget, even though it can be a tricky subject. Balancing priority and budget is how you determine your referrals and suggestions. Think of this as sketching out a rough map for them. Show them the journey, and let them see that you are their best guide.Give them the big pictureBreak down their budget based on their priorities. Include your service fees in their budget. Discuss their options and design in general terms. Give broad planning checklists, and discuss the amount of time needed (250 hours to plan is a realistic, average assessment.) Paint a picture of their wedding and how to get there. Help them assess what needs to be done and if they want to do it.The perfect initial consult is when the client has the most comprehensive view-to-date of their wedding, an immediate action plan, and has learned that you are a vital part of the process. Prepare, practice, and perfect—and your initial consult will serve you well. ••Ronni Johnston, ABC™, is the owner of Perfect Touch Custom Weddings in Wichita, Kan., and the Association of Bridal Consultant’s local networking group director. As a full-time consultant and mentor, Johnston knows mastering the initial consult is a critical and ongoing process.