Once at a wedding meeting, I suggested having Champagne and Canapés for guests after the ceremony. The groom-to-be looked shocked. He thought I had suggested Champagne and Cannabis.
He’s Not The Only One!
Previously, another groom-to-be thought I was suggesting that they give all their guests a ‘can of peas’. He nodded as if he knew handing out cans of peas was a common wedding tradition. Neither knew what ‘canapés’ were – lots of couples don’t, when I first meet them. They nod knowingly but there’s a look of slight relief when I say ‘finger food and bubbly such as canapés and Prosecco’.
Many don’t know what ganache, hi-res or an aperitif is. Nor what gerbera or hydrangeas look like or what Mendelssohn’s ‘Wedding March’ and ‘The Arrival of the Queen of Sheba’ sound like (“… you know the wedding music they use in movies? That’s what I want!”). They don’t want to look foolish by asking ‘what’s that?’ nor do they want to let their guard down initially by showing that they do not know what you are talking about as that could leave them open to not being able to bargain like all those ‘great’ wedding features tell them to do (argh!).
Often you are dealing with young couples who have never organised or been involved in planning a wedding. While some brides might be more familiar with terms used by wedding venues and vendors through magazines, blogs or friends, many grooms won’t.
If you gently educate your potential clients, by explaining terms or illustrating things before or during a meeting with a couple, you will make both feel more at ease and comfortable with you. You will be more likable than the other guy they met who wasn’t as friendly or down to earth. You will also bring both of them along the road towards a booking rather than lose one along the way because of jargon. And two votes are better than one!
Couples like friendly service providers who make them feel at ease: after all, you are going to be a major part of their life-changing event and they want to deal with people they are comfortable with.
Quick Task: Think about the terminology of your wedding planning business
Get someone you know in their mid 20s that doesn’t know your business that well, to act as a bride/groom and give them the spiel you give to couples when you first meet them. Record it, listen back and ask them to tell you the terms they were not familiar with. Then think of a way you can explain these terms simply within your initial meetings. You may be surprised at the results!