Are you ready to host viewings again!
From today, Monday 12th April, venues can open their doors to potential couples....at last!
According to Bridebook couples will spend almost 50% of their total budget on the venue and will have shortlisted between 1 to 3 venues to visit in person.
During lockdown, couples will have carried out in depth research, trawled websites, social media and watched virtual tours; so by now it is possible, that in fact they will have decided on the venue they like and just want to see it in the flesh before booking. These potential booking are yours to lose! Are you ready!
Venue: @gilestonmanor Photography: @brightsightphotography
Be Welcoming!
Despite the obvious need to be Covid secure, and we won't go into the rules here as I'm sure by now we're all aware of what they are, there are many ways you can make your couple welcome from the outset.
Make sure your couple know where to go when they arrive at the venue, be ready and waiting for them. A venue show around usually lasts 1 to 1 and 1/2 hours, but don't rush your couple, make sure there's sufficient gap between appointments so couples don't over lap, make them feel you have all the time in the world for them; they are important to you.
Have the venue set up for a wedding, both ceremony and reception; liaise with partners to ensure the areas have regular fresh flowers and tables are decorated. Make sure the venue is at it's best with no distractions. Remember first impressions count, no unwanted back ground noises or distractions; play gentle backgrounds music, light candles for scent and atmosphere. Think romance! Give the couple your full attention, no phone calls or staff interruptions, make sure all staff are aware show arounds are taking place and to be on their best behaviour.
The aim is to start creating trust between you and the couple; creating that connection.
During the Show Around
No show around should be the same, the purpose is to highlight the venue to the requirement of each couple; each couple will have a unique set of needs and dreams. You need to find out what this unique set of needs are.
Stop and ask your couple what's important to them, why have they chosen your venue to visit, what does their dream wedding look like, and then show them that dream.
For example; if they are having a church wedding before coming to you for the reception, it will only confuse them if you show them your ceremony room set up. If they need accommodation, show them 1 or 2 rooms as an example but don't bombard them with all your rooms, they won't remember after the visit. If outdoor space is important, then spend your most time here, show them where they can have arrival drinks, play games and the major photo opportunities.......think Instagram shots as well as official photography. After they've booked is the time for detail, now is all about feeling.
People buy emotionally and then justify the decision with logic. Even when your venue has everything your couple is looking for, the price is within budget, it's in the right location, you meet all their needs and logically there is no reason not to book; without that emotional connection they will still find an objection to your perfect venue.
By asking questions about them and their wedding you can get them to imagine their guests and most importantly themselves enjoying their special day. They need to WANT it, just like you want a new car or those impractical red shoes.
Explain how their wedding day will flow, not how things are usually done, the key is being flexible.
Venue: @iscoydpark
Closing the Show Around
This is when you check available dates, if you did this at the beginning and your couples dream date is not available the whole show around will have a negative vibe, but waiting until the end of the show around, hopefully the couple will be sold on the dream and will be more open to alternative dates.
I'd usually recommend serving tea and coffee at this point or preferably bubbles, covid rules depending. It helps create a celebratory feel!
Don't ask out right for the booking at this stage, unless the issue is raised by the couple; the couple will immediately feel pressurized and we don't want a pressure sale. Give them time to think about things.
Venue: @cartmeloldgrammar
Follow Up
As soon as possible after the viewing, within 2 days at the most, send a follow up email thanking them for their visit and confirming available dates and prices. Outline the booking process, deposit requirements and ask if they would like to hold a date provisionally for an agreed time period e.g. 2 weeks, whilst they take time to consider the options.
Offer a second viewing when convenient to them and be on hand to answer the numerous questions they will no doubt have after the show around.
At the end of the 2 weeks follow up again, but if your show around was a success they will have already booked!
Venue: St Tewdric's Chepstow
Measuring your Show Around Success
How will you know if your show arounds are working for you and culminating in actual bookings? It's essential to know your numbers to measure your success.
If you already keep track of your conversion rates, then keeping track of the number of viewings and successful bookings will be a natural progression. If you're not already doing this, then you need to start recording where your enquiries come from, how many convert to show arounds and how many show arounds convert to bookings.
The industry standard suggested by Kelly Chandler is that 1 in 4 viewings will result in a booking, with 1 in 2 if your venue is unique. If your numbers are lower than this then you need to explore why.
It's ok to follow up with those that don't book and ask why? Was it the price, the venue, lack of communication, they preferred somewhere else, the venue doesn't meet their requirements or something else.
Once you know the answers to why not, you can use these results to improve and address your marketing, communication and show around procedures.
Contact Us!
Do you need assistance in maximising your enquiry protocols and measuring your show around success. Magnolia and Me can help! Please don't hesitate to get in touch via the website www.magnoliaandmeconsultancy.co.uk or email hello@magnoliaandmeconsultancy.co.uk
