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Hey There, CEO!

Are you sick of hearing crickets after consultations? Leads are rolling in, but when it comes time to seal the deal, it’s like they disappear. Trust me, CEO, I know how frustrating that is. But here’s the good news—you can fix it. If you’re tired of hearing “I’ll think about it” or waiting for that elusive follow-up that never happens, then this podcast episode blog is for you.

In this post, we’re diving into three powerful strategies that will help you book more clients during engagement season. From nailing your pricing to overhauling your sales process and perfecting your messaging, I’m giving you a step-by-step breakdown of what’s holding you back and, more importantly, how to fix it. Let’s get into it.

1. Fix Your Pricing Problem

When couples aren’t biting after a consultation, the first culprit is often pricing. And no, I’m not talking about being too expensive for budget couples—that’s only part of the equation.

The truth is, you’re probably caught in the middle. You’ve inched your prices up just enough to lose budget-conscious clients but not enough to convince high-end clients you’re worth it. That’s the black hole you need to get out of—the pricing no-man’s land.

Why It Happens:

• You’re scared to raise prices too much, so you inch up slowly, getting caught between markets.
  
  
• Luxury clients see your price and immediately think, “That’s too low—there’s no way they can deliver the quality I want.”
  
  
• Budget clients? They’ve already moved on because you’re outside their range.
  
  

“Your pricing tells a story. If you’re too high for budget couples and too low for luxury ones, you’re stuck in the pricing black hole. The right clients will pay for your value, so be bold and make that jump!” -Brandee Gaar

How to Fix It:

Be bold with your pricing. High-end clients, especially those planning luxury weddings, value time and quality over money. They’re not looking for a deal; they’re looking for the best. So stop worrying about scaring people off and start charging what your services are worth. Raise your prices to reflect the quality you deliver and target those who can see the value in it.

Pro Tip: Look back at your last five favorite clients. Were they budget-conscious or more focused on quality and experience? Adjust your pricing based on the clients you want to attract, not just the ones you’ve been working with out of habit.

2. Overhaul Your Sales Process

I’m just going to say it: your sales process is weak.

You’re not closing deals because you’re treating consultations like casual “get-to-know-you” chats. But newsflash: by the time a potential client gets to that consultation, they already know you. They’ve stalked your Instagram, checked out your website, and probably even read a review or two.

Why It Happens:

• You’re not treating your consultations like sales calls. You’re playing it safe, treating it like a friendly chat, and missing the opportunity to close the deal.
  
  
• You assume they’re still in the “learning phase,” but they’re actually looking to make a decision.
  
  

“Your sales process isn’t just a discovery call—it’s a chance to seal the deal. By the time a couple meets you, they’ve done their research. Don’t hesitate—guide them confidently to becoming a client!” -Brandee Gaar

How to Fix It:

Start using the Assume Method. What’s that? It’s assuming they’re ready to work with you and guiding them to the next step—right then and there. Instead of saying, “I’ll follow up with a proposal,” you should be saying, “Here’s the contract, let’s lock in your date today.”

Here’s what you need to do:

• Be assertive at the end of the consultation. Tell them exactly what the next step is: signing the contract and paying the retainer.
  
  
• Forget about follow-up dates or waiting for proposals. If they’re in the room (or on Zoom), they’re warm. Close the deal now.
  
  

I know it might feel pushy at first, but trust me—this works. I’ve used this method in my own planning business to consistently book five figures every single month. Clients don’t want a drawn-out process; they want clarity and confidence. And they want to feel like they’re making the right choice by moving forward now.

3. Tighten Up Your Messaging

This one is a biggie. If your messaging is all over the place, you’re confusing your clients before they even get to that sales conversation. Let’s be real for a second: You can’t market to everyone. Trying to speak to both budget and luxury clients is a recipe for bland, generic messaging that resonates with no one.

Why It Happens:

• You’re trying to appeal to everyone, so your messaging becomes watered down.
  
  
• Your website and social media are full of fluffy, generic phrases like “creating unforgettable memories”—which, let’s be honest, is what every wedding pro says.
  
  

“Being known is not enough. You have to be known for something. Stand out, be specific, and let your unique value shine through your marketing to attract the right clients.” -Brandee Gaar

How to Fix It:

Get specific. You need to tell couples exactly what you do and why they should choose you over the competition. What sets you apart? What are you known for? Are you the wedding planner who pulls off flawless destination weddings? The photographer who captures candid moments no one else can? Own your niche and stop trying to be everything to everyone.

Key Steps to Fix Your Messaging:

• Niche down: Focus on what you do best and market to that client specifically. The more specific you are, the more you’ll stand out.
  
  
• Be bold in your bio and throughout your marketing materials. If your messaging is too vague, couples will bounce to the next pro who can clearly articulate their value.
  
  
• Use your client reviews to guide your messaging. What do your happiest clients say about working with you? That’s your secret sauce—lean into it.
  
  

If you’re still unsure where to start, head over to my YouTube channel for a step-by-step guide on how to use your reviews to sharpen your messaging. There’s no better way to stand out than by being crystal clear about who you serve and what makes you the best.

Final Thoughts

There you have it, CEO—three strategies that will change the way you book clients this engagement season. Fix your pricing to avoid the dreaded black hole, strengthen your sales process by using the Assume Method, and tighten up your messaging to attract your ideal clients.

Engagement season is right around the corner, and now’s the time to implement these strategies so you can dominate 2025. Stop playing small, start owning your value, and watch how quickly those bookings roll in.

FAQ

Q: What is the video Brandee talked about at the end of the episode?

A: Watch and learn how to use your reviews to help you create that custom, unique differentiator: https://youtu.be/h3GpmOO2Ews

Q: How do I know if I’m stuck in the “pricing black hole”?

A: If you’re getting consultations but no bookings, chances are you’re pricing yourself out of both budget and luxury markets. Evaluate your last five clients to see which type of client you’re attracting—and adjust your pricing accordingly.

Q: What if I’m not comfortable being too pushy in consultations?

A: Closing the deal isn’t about being pushy—it’s about providing clarity and confidence. When you confidently walk a client through the next steps, you’re helping them feel secure in their decision, not pressuring them.

Q: How can I figure out what sets me apart from other wedding pros?

A: Use your client reviews! They’re gold. Look for recurring themes in what your clients praise about you, and make that the core of your messaging. It’s all about what you’re uniquely known for.

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