This is the Transcript of the #WeddingMarket Chat on March 5th with Alan Berg.  The answers were made on Twitter so responses will appear different.

With more than 25 years in sales, marketing and sales management, Alan Berg has been called “North America’s Leading Expert on the Business of Weddings & Events”. Alan’s varied experience ranges from selling wedding advertising, to publishing two wedding magazines, to working for 11 years at The Knot, a major wedding media company, most of them as Vice President, overseeing the sales, strategy, education and training of the local sales team and local wedding pros.

In addition to public speaking and consulting with entrepreneurs and local businesses, Alan is now a contributing Education Guru for WeddingWire, the leading wedding technology company.

Alan is the author of the books “If your website was an employee, would you fire it?”, “Your Attitude for Success” , both now in their 2nd He’s an in-demand professional speaker, domestically and internationally, and a member of the National Speakers Association, the premiere organization for professional speakers. Alan speaks to thousands of entrepreneurs and local business professionals every year through webinars, live presentations, DVDs and Audio CDs. For more information on Alan’s speaking, website review and consulting services, or to get a copy of his books, ebooks, Audio CDs and DVDs, visit www.AlanBerg.com editions, and the mini-book “Don’t Paint The House”.

 

Q1:  How did you know that the wedding industry was for you ? 

Answer:

Alan Berg: I actually didn’t choose the wedding industry. 23 years ago a friend bought a wedding magazine and asked me to sell advertising.

 

Q2: What is the proper way to respond to a email concerning interest in information about your wedding business ? 

Answer:

Alan Berg: Be as conversational as possible. Try to write what you would say to them on the phone.

 

 

Q3: How quickly should you respond to an email?

Answer:

Alan Berg: As quickly as you can, without interrupting what you’re currently doing. i.e. don’t respond while you’re doing a wedding.

 

Q4: Should you send out automatic reply to all emails that come in? If you are on vacation?

Answer:

Alan Berg: To all emails, no. Unless you’re adding value to the conversation, don’t do it. Out of office, yes, again with real info.

 

Q5: Should your email response be personal or something that you send out to everyone? 

Answer:

Alan Berg: Canned replies sound canned, even if you try to personalize them. Take the time to respond for better results. Replying to email is a part of doing business. You wouldn’t use a canned response if they call.

 

Q6: What should you do if you don’t hear a email response back?

Answer:

Alan Berg: As with all marketing, follow up, then follow up again.

 

Q7:  Should you send email attachments about your services in your response ?

Answer:

Alan Berg: Never. Would you open an unsolicited attachment? A basic rule of sales is don’t answer questions they haven’t asked.

 

Q8: Is it important to add disclaimers to the bottom of your email to protect your company from liability? 

Answer:

Alan Berg: That’s going to be industry specific, but I don’t see what your liability is, or whether it would even hold up in court.

 

Q9: What types of etiquette should be used with email?

Answer:

Alan Berg: Be professional but conversational. Check your spelling and grammar. Don’t use emoticons and abbreviations.

 

Q10: Should you use email services like constant contact to send out email information? When should you use them?

Answer:

Alan Berg: Those are great for putting people on a track of timed emails for follow up. Reply personally to inquiries.

 

Q11: Should you use email to follow up with brides or couples after bridal shows ? Initial Meeting?

Answer:

Alan Berg: After bridal shows YES. Repeatedly. After an initial meeting a hand written note and email would be nice.

 

Q12: What are the improper ways to use email for your wedding business? 

Answer:

Alan Berg: Respond the way they inquire. If they call you, call them back, don’t email.

 

Q13: Do you have any other email tips that we haven’t talked about?

Answer:

Alan Berg: Match how much they write and the formality of their style. Be patient and let the conversation evolve. Don’t force it.

 

Q14: How do you handle your email and social media on a weekly basis?

Answer:

Alan Berg: I respond personally to all emails. I do social media when I have something to say or promote. Otherwise it’s a time-drain.

 

Q15: Do you have any events or interesting projects coming up?

Answer:

Alan Berg: I just got back from speaking in the UK and Ireland. I’m speaking in Ecuador in May, possibly also in Dubai and Mumbai.

 

Q16: What would you like everyone to take away from this #WeddingMarket Chat ?

Answer:

Alan Berg: Learn to have a real conversation via email, as you would on the phone… it really works.

 

#WeddingMarket Questions From Twitter:

1. @TrueRomanceWed  Do you think it’s best to send more official stuff ie contracts via snail mail rather than email?

Answer:

Alan Berg:  Not these days, Caitriona. People are used to PDFs and electronic signatures. #WeddingWire has online tools for this.

 

2. @BridalBalance  How long would you wait before following up?

Answer:

Alan Berg:  After an initial inquiry that you responded right away. Respond again the next day, then 3 days, then a week…

 

3. @LuckyBirdPhoto  Send an email to a client with no response. What’s the time frame you recommend to send follow up email?

Answer:

Alan Berg:  Follow up again the next day, then 3 days, then a week, then another week…

 

4. @BloomedtoLast  How often do you recommend past clients?

Answer:

Alan Berg:  That depends upon what you’re sending them. If you’re asking for referrals or reviews, it can be a few times. Add value each time you reach out to a customer or prospect.

 

5. @BloomedtoLast How many times should you follow up before you stop following up?

Answer:

Alan Berg:  Until their wedding day. Then you know it’s too late.

 

6. @SandyMalone_ It’s bad if you are not set up to handle it. Brides get pissed if no reply fast enough.

Answer:

Alan Berg:  Once again, if you’re problem is too many inquiries, staff up to handle them. The additional business you get by replying well will pay for the new staff.

 

7. @BridalBalance Any preferences for specific salutations or closings in an email?

Answer:

Alan Berg: You can use “Hi Julie” or just “Julie” and sign off with a question so they’ll answer. Keep it conversational. Have the same convseration you’d have on the phone.

 

8. @e9WDesigns  What are your thoughts about interns versus hourly workers?

Answer:

Alan Berg:   If someone is providing value to you then you should provide value back. Intern are employees.  Yes & everyone who works for you represents your company to anyone they meet on or off the clock.  Whether they should work for free is another discussion.

 

9. @LuckyBirdPhoto  In an initial email, do you bring up price? “Qualify” them to continue emailing back and fourth?

Answer:

Alan Berg: Don’t bring up price unless they do first. Basic sales rule, only answer questions they ask.