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Michael Lenstra
Michael Lenstra
It is something I've seen over and over – and over – in recent years. I've experienced it myself: the frustrated wedding pro trying to connect with today's wedding couples to make a sale. The old-school formula of answering an email, connecting with a phone call, and setting up a face-to-face meeting is as ancient as An American DJ dual CD player.
Has the way we communicate with today's couple in the last 10-15 years changed? That's a question I asked long-time mobile DJ and author of “Sales For Event Pros” Mitch Taylor.
“It is, and it isn't,” says Mitch, “I think the communication cycle is different, and I think I am uniquely positioned to give insight on a few different levels.”
Since he began winding down his Taylored Weddings Productions Company, Mitch has expanded his sales program, offering several different courses on his website – – and taking on a subcontracting gig as a sales rep for a pair of other mobile DJ companies.
“In late December of '22, I started a service for other event production and DJ companies. I am a remote inside salesperson. I'm doing that for a company in Connecticut and Colorado.” he says. “I am a hired gun walking through the sales meeting, closing the deal, and getting paid.”
On top of that, Mitch has taken on the role of event coordinator for a local hotel in his area which hosts several weddings a year.
“So I see emails from brides on that side now, too,” says Mitch. “I'm seeing emails and sales conversations from the East Coast, Midwest, and Mountain Time Zone, so I see a lot!”
The first thing Mitch tries to do is begin the conversation with a text rather than an email, as long as he's granted permission from the inquirer.
“Hi, it's Mitch Taylor from [company name].” the text starts. “I know texting for some can be super aggressive, but others prefer to communicate this way. I'm just trying to see which one you are. I saw your request for information come through…..”
If the potential bride (or groom) responds to the text, the lines of communication are open on that platform. As the conversation progresses, Mitch gives some other tips.
“I think the biggest thing that most DJs don't do is ask, ‘Where are you at in your booking search?' If you know that information, then you're able to fine-tune your message to them regarding setting a Zoom meeting, or if they say, ‘I just got engaged, I'm just looking for packages,' – then you can customize your frequency of messages to that person based on where they are at in their search. By asking that question (where are you at in your booking search) in a friendly, conversational tone up front, you can help set yourself and your potential client up for success moving forward and better the communication and connection.”
From there, the goal is to arrange a Zoom meeting.
“A Zoom meeting is the same as a physical one,” Mitch states.
But then he recommends,” I always ask permission to record [the meeting]. Then I'll say, ‘This is our way of sharing it with the team to have this information and everything we discussed.' If they don't have another decision maker present during our Zoom chat, I say, ‘This way, your fiancé can hear everything we talked about in real-time if he watches the video. You can have it, and I'll send it to you.'”
“Recording a sales meeting is not only for the clients, but also you can see how they react because when you're in the middle of the sales meeting, you're not always going to be able to look down to that camera and see their reaction. When you watch it back, you may pick up on things.”
Text instead of email; Zoom instead of in-person meetings. There's a start to getting your sales program up to today's expectations from the couples of the 2020s.
Until next week,
~ Michael