This is a book excerpt from The Business of Love, How to Build and Operate a Successful Wedding Venue, available on Amazon.
Super Site Tours
The site tour is the most critical part of the sales process, and it begins not when your clients first arrive at your parking lot, but during the confirmation process. Once the couple has reserved a time to visit your property, whether alone or with family members, the impression you make on them starts with the confirmation. Confirm that this touchpoint is clear and includes both email and text formats. Include a list of small businesses for them to visit on their way to and from the site tour, creating a sense of community and involvement that will make your venue feel more like home to them. A fun twist is to include a music playlist for them to enjoy while traveling to your venue. Consistent branding throughout the process is vital. Make sure your text confirmation the day before the site tour requires a response to minimize no-call, no-show appointments.
Now it's time for some preparation on your end. Google your couple to gain insights into their background, which will help you make personal connections during the sales process. Confirm your new client packets are ready, and refreshments are prepared. Before the couple arrives, walk the entire site tour route with fresh eyes. This is your one opportunity to win, so SPARKLE! Turn on all the lights, fireplaces, music, set the tables, diffuse your signature scent, and remove any obstacles that might prevent the couple from falling in love with your venue. If you are under construction, be aware of the areas that are safe for the couple to visit and those you'll need to describe using inspiration boards.
Remember Dr. Mayo's insight: the first five minutes of a guest's experience at your venue are the most critical. The first five minutes include ensuring it's clear where the couple should park. At our winter venue, we have a sign that reads "parking for those ready to fall in love with Maison Albion," making it evident that we were expecting them, even in deep snow.
The Welcome
I've been invited to countless venues to improve their sales process and site tours. One of the easiest things to change is to stop seeing your venue as something you're selling and reposition it as a beautiful, precious experience you're inviting the couple to share. Having a door to open and welcoming the couple and their family to sit down in a relaxed atmosphere will completely change the way they perceive your venue. Many venues meet couples in a parking lot or on the grounds, immediately handing them a brochure and plowing into the tour. This hard-sell approach, while sometimes effective, will result in much higher conversions to contract if you take the time to properly welcome your potential clients and offer them refreshments while getting to know them better.
Invite your site tour guests to have a seat, point out the restroom, and offer to take their coats. Show them that your venue's hospitality begins the moment they arrive. Next, offer them a drink and a refreshment that is on-brand and will stay fresh for at least a week.
For example, if your venue is in the south, consider sweet tea and mini pies. For a modern aesthetic, choose trendier treats such as macarons or mini cupcakes served with sparkling flavored water. Also, consider the presentation – on wood blocks for a rustic venue with mason jars to drink from, or silver trays and crystal coupes for a more elegant setting.
Building Rapport
During the welcome, take the time to build rapport with the couple and their family. Ask about their wedding vision, how they met, and what they're looking for in a venue. Listen attentively and take notes, as this information will be valuable throughout the site tour and sales process. Share a bit about your venue's history and what makes it unique but keep the focus on the couple and their needs.
This initial welcome sets the tone for the entire site tour and helps establish a personal connection with the couple. By creating a warm, inviting atmosphere and demonstrating genuine interest in their wedding dreams, you lay the foundation for a successful sales experience.
Polishing Your Greeting
When welcoming your guests, take the time to shake everyone's hand and remember as many names as you can, noting them on your sheet. Have extra chairs ready in case of surprise guests. While some guests will be using the restroom and settling in, engage in small talk to warm up the site tour. Often, parents arrive with their guard up, worried about the potential expenses. Offering a glass of champagne or coffee and engaging in friendly conversation can help calm the atmosphere.
Remember, first impressions are crucial. When dressing for site tours, choose professional attire that aligns with your brand's style.
This is a book excerpt from The Business of Love, How to Build and Operate a Successful Wedding Venue, available on Amazon.
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