I’ve been in the midst of my wedding season here in Vermont, but I’ve received some very relatable questions from florists recently, and I want to start with the following from a member of my Patreon community who wrote:
“I struggle with really making the customer feel super confident in booking our services ASAP. Would really like to streamline the process so that it happens faster and with less or no follow-up on my part.”
I’m going to break this question down because this is exactly why I spent some time talking about improving your Wedding Workflow (aka your customer’s journey) in July with my Patreon members to encourage florists to revisit every single step your customers take so you can make the process as smooth as possible!
Because an opportunity to start building trust & confidence begins at your first point of contact–and that’s where we started with Step 1 in my Wedding Workflow!
Remember, every interaction with your business needs to be designed specifically with your unique, ideal customer in mind!
So let me be MORE clear on what you can do to start to troubleshoot that first point of contact to help your customers feel confident in booking ASAP…
In order to move clients through the booking process more quickly, your customers have to understand the steps and feel confident that you are the BEST choice for them.
If the first point of contact happens via your website or social media:
- What is the first phrase they will read on your site?
- How easy is it to find your wedding inquiry or contact form?
- How many clicks does it take to get to the contact page?
Once they get to your contact page or inquiry form:
- What questions do you ask that are designed to invite a conversation with your ideal customers?
- Are the questions written in the voice of your brand? (Do they sound like your/your company or are they cookie cutter questions?)
- Do customers get excited about potentially working with you when they’re here?
What can you add or take away from that first interaction to make it better?
- Should you add another pre-qualifying question or two to elicit more information?
- What do you promise to the customer? (How do they know what to expect?)
- Is there anything you’re saying that’s out of date/ out of touch/ no longer applies to your next-level client?
And briefly, to the second part of the original question regarding follow-up, while it sounds awesome to book great clients with little-to-no follow-up, the truth is that when it comes to closing a sale, some follow-up is as important to the sales process as that very first step where the client first discovers you!
If you have questions on how to fill in any missing steps in your customer choreography, you can get all the steps in my Wedding Workflow when you become a Marketing Maven on Patreon, or you can also just grab the Wedding Workflow as a stand alone course in my shop here.
And if you have any interest in working with me on improving your customer journey by working together one-on-one in a coaching call, get in touch and we can set up a time to talk.
Have a great day and keep doing beautiful work!
Very best,
Alison Ellis