This is the Transcript of the #WeddingMarket Chat on June 8th, 2016 with Meryl Snow. The answers were made on Twitter so responses will appear different.

Meryl Snow has been a mainstay in the special events & catering industry for the last twenty-eight years as co-
founder of Feastivities Events, along with its subsidiaries
OffShoots Decor and Philadelphia’s Picnic Company.
Her philosophies have proved successful for not only her
own business, but also many other companies, trade organizations, and universities have benefited from her training and advice. As a Senior Consultant for Catersource, the largest trade organization for caterers in the world, Meryl has worked throughout the US. Her particular areas of focus are sales and marketing, as well as in design and branding. She provides consulting, coaching, and training services for a wide range of clients.

merylsnow.com

Q1: How has the sales process in the wedding industry changed?

Meryl Snow: Pre internet, event pros were the experts with answers and ideas. Today, roles are reversed brides are educated. To close sales you need to understand the bride, build rapport, set yourself apart and show your client how you’re different.
Q2: What are the top reasons why wedding companies don’t get booked?

Meryl Snow: I surveyed hundreds of event pros across the country to rank reasons for not booking event . It’s NOT price the top reason why a company may lose the sale is that they don’t show the client why they are different.  Example: comp #1 charges $1000 – comp #2 charges $1400 client doesn’t see difference between the 2 then price will win. The client did not see the benefit of using you over lower price.

Q3: What is a benefit?

Meryl Snow: A benefit evokes emotion.

Q4: What is the difference between features & benefits as far as sales?

Meryl Snow: Companies speak about Features and Benefits often; however, do they really understand the benefits of their company? When communicating what you offer you’ll need to be able to define them clearly features tell – benefits sell. One way you can decipher if it’s a feature, or a benefit is to ask yourself if it is a fact or a feeling.

Q5: Why do wedding companies list the same type of benefits?

Meryl Snow: Wedding companies list the same type of benefits because they are in the same sector of the industry. We are all sending the same message. Our service is outstanding, Our product superb, Award winning etc. This is why benefits are so important when we are all saying the same thing.

Q6: Why should wedding companies think of different benefits that set them apart from their competition?

Meryl Snow: If the buyer doesn’t see differences they will choose on price

Q7: How does a benefit evoke emotion?

Meryl Snow: A $425 dress looked great but Wow! the $650 dress looked amazing fit me perfectly It made me look slim. had to have it. I bought the $650 dress! What happened here? I normally would not spend that much on an everyday dress.  The dress made me feel good it evoked emotion If both made me feel the same way I would choose the lower price. Benefits of $650 dress showed me differences between the 2 – willing to pay the extra $ for I knew the differences.

Q8: Can you share some benefit examples?

Meryl Snow: List features- then take that feature and add which means after it which mean helps you bring that feature to their world. Our team is skilled, friendly and efficient, which means that your guests won’t have to wait in line at the bar for a drink. We need to remember -clients assume, chicken is chicken, music is music, video is video treating us as a commodity.

Q9: How should benefits be shared in a conversation with a new client over the phone or in an email?

Meryl Snow: Benefits have more impact when done verbally I hear most from companies that they can’t get the brides on the phone. Getting a conversation with bride is vital to build relationship Techniques for this next Twitter Chat.

Q10: Where should benefits be included on your Website or marketing materials?  

Meryl Snow: Benefits evokes emotion and should be communicated verbally

Q11: How are videos being used to share company benefits?

Meryl Snow: Videos need to tell a story don’t list features in video.

Q12: How can you evoke emotion/benefits on social media?

Meryl Snow:  Stories most important. Whether written photo or video it’s proven brides go to real wed tab on sites within first three clicks.  We are lucky our industry is visual so we have an abundance of photos and content to share. Stop boasting and start posting.

Q13: How can sharing benefits help with clients that are looking at price? 

Meryl Snow: Usually when benefits are used properly the client comes up with the $ but there are ones that are just price.  No matter what the benefit is if it’s strictly price you won’t get the sale. Don’t forget- if they don’t see a difference they will go with price.

Now you share some of this information in your book called “Booked It”

Big challenge companies have is closing the deal  So often after a client meeting you think you nailed then find out you lost it  What happened? You were out sold. Booked It is for all special events companies.

Q14: Where can they find more information on your book? 

Meryl Snow: Gladly! http://ow.ly/EaDu3010Fvu

 
Questions From #WeddingMarket Audience

@BeauWeddingApp  What are some suggestions you have for ways that vendors can differentiate themselves?

Meryl Snow: Build the relationship. People want to work with people they like.

@KeepItCandy What about offbeat/non-traditional type vendors? If they don’t know of us yet, how can we get more exposure?

 Meryl Snow: Send them candy. Make a list of clients that you want to do business with. Know everything about them..

@TaylorWed What about in “testimonials” section on website?

Meryl Snow: I agree with testimonials. But I think the brides are relying on online reviews more.