Tentative Holds: A wedding vendor's new best friend

I'm not a hard sell kind of person. Never have been. After all, I was selling weddings, not cars.

Brides didn't want me to pressure them- forcing a pen in their hand to sign the contract. Instead, my style was to make them feel like we were making this decision together.

Sure, I'd razzle dazzle them during the site visits, and stayed in touch, but I never once made a bride feel like she had book me THAT DAY or the world would come crumbling down.

I faced naysayers- those outside of the wedding world (is there one?) who relied on cold calls, snappy tag lines and wildly firm handshakes. I still face it to this day, but do you know what? I have met or exceeded every sales goal I've ever made for myself, so I must be doing something right.

Make no mistake though- there is a fine line between taking the pressure down a notch, and losing a bride all together because you let them slip through the cracks.

It’s not easy making a transition into sales, but it’s essential if you want to get the business and put food on your table.

When I have a client who is hesitant to put on his or her sales hat, I start by introducing them to the idea of tentative holds with their clients.

It’s a simple concept really- meet with a bride for an initial consult and then offer to hold her date tentatively for a one (or two) week period, giving her first right of refusal on the date. After that time, she either needs to go to contract, or release the date.

What, you may ask, happens if another bride comes to the table ready to sign before the hold is up? Just give bride #1 the courtesy of 24 hours to make her final decision.

Quite often, Brides need a push and the longer you hold out, the better chance you’re going to let other opportunities get by. It also gives you a reason to follow up with the bride and keep in touch. Plus, it never hurts to give the impression that you’re busy and wanted by the bridal masses.

Is it tough? Sure. Does it take some practice? Likely. Is it effective? Absolutely.

Bonus- trying to get a Bridezilla to latch on to another unsuspecting soul? Yep, you can use this trick for her too- even if your “other bride” is a date on your couch with some Thai take out and your sanity.

Not that I ever did that. ;)

Until next time,
Meghan


Meghan Ely is the owner of OFD Consulting, a niche marketing group geared towards wedding professionals. She is also the Managing Director of the Richmond Bridal Association, and has a regular spot on Bridesight TV.