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Hey There, CEO!

Are your wedding consults not turning into bookings? You’re meeting with clients, showing them everything you offer… but for some reason, they’re not saying ‘yes.’

Here’s the thing: it’s not your pricing, and it’s not that they’re just window-shopping. There’s a common mistake wedding pros make in consults, and it’s costing thousands in lost revenue.

Today, I’ll break down why your consults aren’t converting and the three powerful tweaks you need to start closing deals like a pro.

Let’s dive in, CEOs!

1. Understanding the Consultation Process

Let’s start by redefining what a consultation really is.

Many wedding pros approach it as a pitch—thinking it’s their one chance to explain every service, every package, every detail. But here’s the truth: a consultation isn’t just about selling. It’s about building a connection.

Instead of treating the consult like a rundown of your services, focus on understanding their vision and showing them that you’re the person who can bring it to life.

Remember, they can get a list of what you offer from your website. What they want in a consult is to feel that you understand their dreams and are just as excited about making them come true.

“A lot of wedding pros think of it as a ‘pitch meeting,’ but in reality, it’s all about connection.”
-Brandee Gaar

Pro Tip: Shift your mindset from “What can I offer?” to “How can I help?”

2. Step Up Your Listening Game

This is a big one. As wedding pros, we often love what we do so much that we can’t wait to dive in with ideas and solutions. But here’s the thing: consults should be client-led. If we start talking too soon, we miss out on key insights about what’s truly important to them.

Next time you’re in a consult, try this: aim to listen at least 70% of the time.

Let them tell you about their vision, their concerns, and even their worries. This approach not only makes them feel heard but also gives you the chance to frame your solutions in their own words, which is incredibly powerful.

“We’re so passionate about what we do that sometimes we jump in too quickly with solutions.”
-Brandee Gaar

Pro Tip: People buy from those they feel connected to. When clients feel heard and understood, they’re more likely to trust you with their wedding day.

3. Present Solutions, Not Services

Here’s where the magic happens. When it’s time to talk about what you can do, don’t just list your services—talk about how those services solve their unique pain points.

Are they nervous about planning from out of town? Let them know you have a seamless, remote-friendly process.

Worried about family dynamics? Show them how your approach fosters a stress-free, inclusive experience.

This isn’t about reciting a list; it’s about showing them that you’re the solution to their worries. When you shift from talking about features to focusing on the transformation you bring, that’s when they see the true value of working with you.

“Instead of walking through your list of services, focus on how you can solve their specific problems.”
-Brandee Gaar

Pro Tip: Sell the experience, not the service. Clients are looking for someone who “gets it,” not just a vendor with a checklist.

4. Address Objections with Empathy

One reason consults don’t convert? Unaddressed objections.

Sometimes clients have concerns about budget, timelines, or involvement, but they don’t always voice these directly. It’s up to you to create a safe environment where they feel comfortable sharing any hesitations.

Try saying something like, “I know working with a wedding pro is an investment, and you might have questions about the value. Let’s talk about anything that’s on your mind.” This simple prompt can help them open up, giving you a chance to address doubts before they leave the meeting with lingering concerns.

“Objections aren’t a no; they’re an opportunity to show that you understand their perspective and can meet them where they are.”
-Brandee Gaar

Pro Tip: Create urgency without pressure. If they say they need to think about it, remind them that dates aren’t held without a contract and retainer. It keeps the ball in their court but also establishes the importance of acting sooner rather than later.

5. The Close – Confidently Assuming the Sale

When it’s time to wrap things up, confidently assume the sale.

Avoid phrases like, “Would you like me to send over a contract?” or “Take your time to think about it.” These responses leave the door open to hesitation.

Instead, try saying something like, “This all sounds amazing—I’d love to be part of your big day. I’ll send the contract over this afternoon. Sound good?” This approach isn’t pushy; it’s guiding them to the next logical step. If they’re excited, they’ll likely respond with a “Yes, please send it over!”

“Instead of saying, ‘Would you like me to send a contract over?’ say, ‘I’ll go ahead and send a contract over this afternoon. Sound good?’”
-Brandee Gaar

Pro Tip: Assume they’re ready. If you’ve done the work to connect, address their concerns, and show them the value, closing confidently helps eliminate that last bit of hesitation.

Before We Go

To recap, CEOs: stop selling and start connecting.

Let clients lead the conversation, focus on how you solve their specific issues, and handle objections with empathy.

Finally, assume the sale confidently when it’s time to close. These changes will help you turn consults into bookings—and build trust along the way.

Let’s start closing deals like a pro!

If you love the no-fluff education I bring to you here on the podcast, imagine how quickly we can scale your business inside of WPCEO. 

Our coaching team is working closely with our students on sales, sales, sales this engagement season and we’d love to help you do the same!

Head over to brandeegaar.com/apply and apply to work with our coaching team.  We take our client results very seriously so we’re only accepting driven, action ready CEOs.  If that’s you, I can’t wait to get your application!

FAQ

Q: What’s the most common mistake wedding pros make in consults?

A: The most common mistake is treating the consult like a pitch meeting. Clients need to feel connected and understood, not just sold to.

Q: How can I encourage clients to open up about their concerns?

A: Create a safe space by saying something like, “If there’s anything on your mind, I’d love to address it.” This invites them to share any reservations they might have.

Q: What’s the best way to follow up after a consult?

A: Follow up with a clear and confident message, like, “I’ll send over the contract this afternoon.” This keeps the momentum going without adding pressure.

Q: How can I handle objections about price without losing the client?

A: Acknowledge their concern and emphasize the value they’ll receive. You could say, “I understand it’s an investment, and here’s how we ensure you get the most out of it.”

Q: How can I improve my listening skills in consults?

A: Practice active listening by aiming to let the client speak 70% of the time. Focus on their words, and respond in a way that shows you’re truly engaged with their vision.

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