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Rick Brewer
Rick Brewer
As I have traveled throughout the Wedding World this past year, the common feeling was that 2009 was a weird year. Statistics say that spending was off by up to 25% this year (that following 15% from 2008). Many wedding vendors are really hurting this year, and I have seen numerous accounts where the business is simply shutting its doors and going to work for someone else. In looking forward to the upcoming year, there are specific steps that will help you find more business in the upcoming year. By taking a few days out of your schedule in the next few weeks, you will be able to build the necessary foundation that will drive you towards making more money next year. Here are the steps:
1. Determine where you are. One of the biggest problems with unsuccessful small businesses is that they are financially unorganized. They do not know where they are financially. When you make a plan to go somewhere, you need three pieces of information. The first piece of information is where you are beginning. In your business, you need to know what you did for business last year. Look at your books (you may need to spend some time putting your books together so that you know this information, but you will feel empowered by doing this, so don’t miss out on this step). Once you know this information, you can begin to plot out your strategy. Here is what I would like you to do: divide the information into basic groupings of total revenue and types of revenue (what kind of gigs did you go on to earn the revenue- bar/bat mitzvahs, weddings, quinces, corporate parties, etc…) and when you performed these gigs (the day of the week). Some of you are stronger in one area than another, and you should continue going towards this business.
2. Determine where you can improve. If you are a single op and you do one gig a Saturday, you are limited on your improvement if you did 50 Saturday gigs last year, it will be hard to improve on that, therefore you may want to work on a different area such as going towards more weekday or weeknight gigs. If you only did 4 weddings and you feel that you should and can improve on weddings, you will be able to better judge because you now have the information you pulled out of step #1 (above). You will also need to set out a plan on how to improve. For example, if you have never performed at a bar/bat mitzvah, you may want to attend a workshop on how they are done, the proper sequences of events, etc.. If you want to simply increase the number of events in a given category, you will need to come up with a specific marketing strategy that will help you to get in front of more prospective clients. I do a 5-hour workshop where one of the elements in determining your marketing strengths and then putting together a plan for constant and consistent marketing. In all of my seminars, I have yet to see someone who has a set weekly marketing plan. This may be the most important part of your business strategy- the marketing “stuff” that you do constantly and consistently each week. If you are not doing well in your marketing, learn how. Marketing is the one thing that will make you money, while most other things are a cost.
3. Determine where you want to go. If you have a reasonable goal and a strategy on how to get to that destination, you start off with a higher percentage chance that you will meet that goal than someone who has no goal. Make sure you are not just “wishing” for your results; come up with a specific plan on how you are going to get there. More important, come up with the “why” you need to get that result. The more important the “why” the easier the “how”. An example of “why’s” may be the following; to buy that new vehicle I have wanted and pay cash, to take the family on a Disney Cruise, to expand my business and buy 2 more systems, and to train 2 more people to run them, so I can have a Saturday night off every once in a while. Again, increase your results from last year by 25% to 50% (if you have room) or by a specific amount of revenue. Come up with the specific daily steps you need to take to get to that number and make it happen.
By setting a strong target at the outset, studies have shown you have an 80% higher chance of reaching that goal, but if you do not take the daily, weekly and monthly actions, you will not attain as much as you desire. Simply put, more business will solve a lot of issues that may be ringing up in your life. No matter what your needs or desires are, working hard will solve a lot of these issues. Working hard with a specific plan will not only solve them but give you the life you deserve.

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