Wedding Marketing Blog

Selling the Staircase: Value and Your Wedding Business

I used to sell staircases.  Specifically, I used to peddle a well known, 19th century Beaux Arte styled grand staircase conveniently situated in the center of a luxury wedding venue. And make no mistake- it was expensive.

Brides were attracted to this particular venue, however, not for the staircase. Early on, I recognized that prospective brides were hungry for the experience- walking down the stairs with her new husband to a waiting crowd at cocktail hour. She valued the drama, the elegance, the memory.

So I put on my selling hat and got to work. When brides visited my property, I pushed the details of the Big Day, always making mention of the grand introduction down the stairs. Yet we also discussed how they could schedule a spa day on their wedding if they’d like, because I had it all under control. We talked about my years of experience and the countless ideas I could throw their way. In other words, I gave them every reason to book us without listing the standard tangibles.

During one particular memorable moment, I asked a bride for her number one priority, and she replied that she wanted an evening atmosphere even though her reception began at 3pm. Despite our appointment taking place at high noon, I knew the space well enough on the spot to make it happen- drawing blinds, fiddling with the lights—until the reception space had suddenly morphed into 7pm.

She signed on the dotted line that very day.

If you sell wedding products or services, it’s imperative that you begin selling the viable benefits associated with what you do. In this challenging economy, your perceived value will always prevail.

Wedding planners, for example, don’t sell table designs, on site coordination and vendor referrals. They sell the ability for the bride to enjoy their Big Day without the hassle of tying their own favors and telling the groomsmen where they have to stand.
Cake bakers don’t sell their confections- they offer brides the chance to be memorable. DJs and Bands sell an amazing party. Lighting companies sell the ability to dazzle guests the moment the walk into a reception room. The question is- what do you bring to the table?

Not sure where to start? Try these tips:

1) Prepare. Set some time aside to really ask yourself what you can offer brides above and beyond the tangibles. What sets you apart? The bride will no doubt come ready to discuss prices- and while you should not shy away from this, come ready to discuss value.

2) Start with the bride. Upon your initial consultation, don’t be afraid to grill them- what makes them tick? What is their most memorable wedding to date that they have attended? Most importantly- what are their top “must haves” on their own wedding day?

3) Don’t discount. This is a tougher pill to swallow than most. If you have taken the time to properly price your wedding products or services, this should be the bottom line. Discounting tells the bride “I’m not worth my price.”

4) Show them the money value. The bride is officially yours. You have talked the talk- now is the time to walk the proverbial walk. You told your bride you could give her a hassle free day? Make sure that happens. Before long, you’ll have a sales team made up entirely of previous clients, who are singing your praises and sharing your value with your friends.

With the off season upon us, this is the ideal time to take time out of your rigorous schedule to ask yourself what value you bring to brides when they come to you. It may make all the difference between signing on the dotted line.
And if anything- stop selling the staircase.

Meghan Ely is the owner of OFD Consulting , a niche marketing and public relations group servicing the wedding industry. She is also a Contributing Writer to Virginia Bride Magazine, WedLock Magazine and has a regular column in the Richmond Times Dispatch, Wedology 101: the Reality of Being a Bride.