Selling to Wedding Clients


By Alan Dodson, “Wedding Wizard”

First, understand this: PEOPLE DON’T LIKE TO BE SOLD; THEY LIKE TO BUY. Most event professionals suck at sales, so take the word “selling” out of your vocabulary now.

Ask questions. Let potential clients be part of the process instead of your just making presentation. Allow them feel your passion for weddings and for being a part of their special day.

A long time ago, one of my trainer’s told me; “You have two ears and one mouth, so listen twice as much as you talk!” Develop your listening skills, watch for key buying signals. If you know more, you will sell more!

Next, know this: PEOPLE BUY FROM THOSE THEY LIKE AND TRUST. If they don’t like you, they won’t buy, period! If they don’t trust you, they will go elsewhere!

Now don’t get me wrong, I don’t click with every bride and you are not going to be a match for everyone either. If prospects trust and like you, then the major barriers for them to buy from you will be removed. And by the way, also always be willing to walk away from a client that is not a good fit for you.

Here is a magic tool, USE AN ASSUMPTIVE CLOSE. This simply means that you assume that every potential client is going to buy from you at YOUR asking price. You MUST believe in your worth before the consultation even begins because if you don’t, this magic tool will likely not work for you.

Here are some Assumptive Closes you can use:

“Let’s Move Forward.” Ask questions that don’t have a “yes or no” answer!

“Will you be paying the retainer today by cash, check or credit card?”

“Let’s go ahead and schedule our next meeting at the venue while you are here”

“Do you have any further questions before you secure the date?”

Most of the time I ask this question at the end of our conversation. “What do you think? Are you as excited as I am to work with you on your wedding day?”

I smile and nod a slight yes as I say that. This is a positive body language technique and chances are, as long as you earned a client’s trust and she likes you, she will nod yes back and book you right then.

It is important for me to point out that I NEVER put any pressure on anyone to book on the spot. If a prospect wants time to think about it, talk to someone else, or even meet with another DJ, I am alright with that.

Why? Because if I have done my two-way presentation and conversation properly and used my magic tool, they will call me back to book my services. And before they leave, I always give prospects a contract with everything completed except for their signature and the retainer.

The methods I have described here have worked very successfully for me for many years, and I am confident that if you try them, they will work for you too!


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