Sales Strategy: Bridal Shows

A colleague that belongs to the collaborative network, Wedding Show Pros, Lynda Jungkind who produces bridal shows in Mississippi recently shared her exchange with reception venues that were exhibiting at her shows. She had great advice when speaking with attendees. Here is her account:

“A couple of years ago, after our January show, a couple of venues were upset because they said the brides told them they had already booked their venue.

I asked the exhibitors to tell me what exactly they said to the brides.

They all said, we asked the brides if they had a venue and the brides said “yes”.

In reality, the brides most likely did not have a venue but didn’t want to speak with them for whatever reason.

In my training for the next year’s January shows, I focused on how to speak with brides and ask open-ended questions.

We talked about how “no” does not mean “no”; it means not now.

And we talked about engaging the brides and asking open-ended questions.

That show, after the sales training, these same venues had a much different and better experience with the brides.

Now, I remind the exhibitors about engaging the brides and asking open-ended questions.

But should you forget and ask the bride, “Do you have a venue?” and the bride says she does; then, reply, “wonderful!  What venue?”  If she stammers, then she’s still a good prospect.

If she has a venue, then tell her it’s a great choice; they’ll take good care of her; here’s our card if we can ever be of help. Best wishes on your upcoming wedding!”