Image, October 2020

Stress-Free, Bride-to-Be

October 1, 2020 | by Susan Talamantes

Putting your Brides at ease this wedding season

Running a Beauty Business during a Pandemic is probably not what you had in mind for 2020. As Covid-19 runs its course, our Brides have to make some difficult decisions and adjust their wedding plans. This is a time as Beauty Professionals that we should re-evaluate our processes. With a few adjustments, you can deliver excellent service for your Brides and, at the same time, increase your bookings, even in the middle of a pandemic.

SIMPLIFYING THE CLIENT EXPERIENCE

First, let’s chat about your Client Experience. This is the journey you take your clients on from start to finish and the impression you leave with them. We all know how important first impressions are alone. How do you want your clients to feel every time they encounter you and your brand? Planning a wedding or special occasion is stressful on its own, the last thing you want is for your booking process to add to that stress.
Make sure everything you ask of your Bride is communicated clearly and as simple as possible. For example, instead of asking the Bride 30 questions on your contact form, simplify the form to about 5 of the most important information you need upfront. Having too many questions on your contact form will take your Bride more time and cause her to feel overwhelmed, resulting in her leaving the website altogether.

“The peace of mind they will have by hiring you will definitely be worth the investment”

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COMMUNICATION IS KEY

One of the easiest ways to make your clients happy is to respond to their emails quickly and keep constant communication. You will be surprised how much they will appreciate that. Before sharing any other info or pricing, invite them to schedule a phone call with you. For some of you, that may sound a little scary! Hear me out here. Remember that Brides are feeling stressed and unsure of what to do during this time. Support them by allowing them the opportunity to get on the phone with you.

Here’s the formula I use to get the call scheduled quickly. Give them an option to schedule the call as soon as possible. If your schedule allows, offer the next day or two with the available time frames. As another option, you can include a link to an online scheduling system like Calendly. If they are not available the two days and times you gave them, they can easily access your online calendar and schedule a call with you! When you set up your online calendar, you will control the days and times a client can book you. This option is so convenient for both you and your client.

While on the call, allow them space to chat about their wedding planning experience. This is an excellent opportunity to develop a connection and, again, support them. After hearing them out, you can share all about your booking process and how you can serve them. If there are any adjustments you have made in your business due to Covid-19 or any special ways you are accommodating your client’s, definitely go over those changes. Don’t also forget to share what makes your business special. Why should they hire you over others?

HAVING A PLAN B

An emergency plan is something that has always been important when dealing with Weddings or Special Events. Now, it’s an absolute must! I know this is a topic that most people try to avoid because nobody wants to think about things going wrong. However, the last thing you want to do is encounter an emergency and not be prepared.

Communicate with your client what your plan would be if you were to get sick or anything else would happen. Now, when and if something comes up, you will have a much easier time navigating a solution, and your client will have a better attitude as this is previously discussed and agreed upon. Knowing you have a plan in place will increase their trust and confidence in you as an expert in the industry.

PROVING YOUR VALUE

Now you can finally share your pricing and investment cost! By this time, you’ve made an excellent first impression by responding to their inquiry quickly. You’ve shown compassion by allowing the client space to vent and ask questions. You’ve done some educating and have presented yourself as a trustworthy expert.

You have shown so much value that the cost is not as important to them as the value that you can provide. The peace of mind they will have by hiring you will be worth the investment. Make sure to have your laptop nearby so that you can send your booking options, while still on the call. You can review the document together and then share what the next steps are in your booking process.

There’s always room for improvement, right? As business owners, we are continuously evaluating, learning, and fine-tuning to get the best results possible! Take a look at your current process and see where you can use some of these strategies. Improving your booking process will gain you more bookings and some very happy clients!

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