What Is Your Sales And Marketing Style, As A Venue Owner?

Image Source

Quiz Questions

1.
How well do your venue tours convert visitors into event contracts?
Image Source
- A.
  We currently hit over 30% conversions from tours. Approximately one in every three visitors books an event with us.
- B.
  Our conversions are okay. Our clients love our work, so I’m hoping next year we will get lots of referrals.
- C.
  I am struggling to get people to actually commit, even when they love our venue and I know we’re a good fit. A lot of prospects end up going to our direct competitor instead.
- D.
  We get a decent number of qualified leads and even sales, but I never seem to hit my goals. I don’t even know how we could fit in more time for tours and contracts一but we have open availability on our calendar.
- E.
  Not enough! I got into this thinking weddings were guaranteed to be a profitable business, and just can’t figure out what is going wrong.
2.
How profitable are your signed contracts for your business, on average?
- A.
  Our sales are going well, and we’re booking lots of dates, but when I review our profitability, I know we can do better.
- B.
  We have so many amazing events in our space. Unfortunately, when I look at the balance sheet, I realize many didn’t bring the kind of revenue we expected because the costs were higher than anticipated to deliver what we promised.
- C.
  I’m not even at that point right now, I’m just trying to close contracts and generate some revenue.
- D.
  We are making a decent profit from events, but only because I’m doing it all. I can’t seem to earn enough to hire the staff I need and pay myself too.
- E.
  When we get contracts signed, they are consistently profitable. I feel like we’re priced at the right level, but we’re not getting enough leads.
3.
Thinking about your last tours, what phrase would the couple be most likely to say about you?
Image Source
- A.
  They sold us on the venue the minute we walked in the door. I loved every minute of the tour!
- B.
  I loved their event ideas. They were recommended by a friend whose event they helped plan and I can see why.
- C.
  They were lovely and so was the venue, but I don’t feel completely confident that they can bring our dream to life so I need more time to decide.
- D.
  They were amazing when they were fully present. Unfortunately, they seemed to be running around doing everything else too. We didn’t feel like we had her complete focus.
- E.
  The venue was incredible and so well-appointed, but we’re planning a family event and I just didn’t feel like they understood the meaningful elements we want to bring to our wedding.
4.
Where do your leads that convert well come from?
- A.
  Mostly from referral sources like previous clients. We have a well-structured referral program for previous clients and VIP partners.
- B.
  Usually from referrals or attendees of events I’ve planned in the past.
- C.
  I’m not completely sure. I don’t usually ask visitors where they heard about us.
- D.
  All over the place! I always say, “You never know where a great lead might come from”. We advertise in several places plus are constantly on our Instagram account.
- E.
  A few well-optimized ad sources in local publications and social pay-per-click. We report on lead sources in our Customer Relations Management System and track their performance at least quarterly.
5.
How do you and your team manage interacting with leads and facilitating tours of your venue?
Image Source
- A.
  We’re great at making a potential client feel excited about our venue from the moment they walk through the door. We have a clear sales program in place. We just need more leads to turn into visitors.
- B.
  I’m focused on the experience we will create for the event to close the sale. We don’t really have a program in place for following up with leads before or after the walkthrough conversation.
- C.
  I am kind and thoughtful when people call or come in for a tour. Everything is in place, but we don’t like to bug people if they are not ready to visit or to make a decision on the spot.
- D.
  Team? What team?! I pretty much handle it all myself, so follow-up isn’t always the best when it comes to booking visits or following up afterward.
- E.
  I’ve been working on the system for this but we don’t have it all locked into place or consistent yet. I know we need a documented sales process with good reporting, but we’re still figuring out what works.
6.
Have you done sales and/or marketing training in the past?
Image Source
- A.
  I’ve worked in a structured sales environment in a previous job and have been through extensive sales development. Marketing? Not so much.
- B.
  I have customer service and customer experience training from a past job, that’s similar right?
- C.
  I’ve taken some online courses in marketing but never done any sales training. I hear they make you role play and that sounds awful.
- D.
  Oh yeah! I’ve purchased several courses on both sales and marketing, unfortunately, I usually don’t finish because life gets too busy.
- E.
  I studied subject matter on both in my MBA program. I feel confident in my understanding of the concepts, if not always in my execution.
7.
When you are managing an event, you can usually be found:
Image Source
- A.
  Networking with attendees and looking for opportunities to connect with others about upcoming events they might need a venue for.
- B.
  Focus completely on managing the experience, as designed. I can often be found straightening the veil right before the bride walks down the aisle.
- C.
  Straightening chairs, arranging flowers, and sticking to the corners. I want the event to be a success, but don’t want to be in the way.
- D.
  Running the show like a cross between a Drill Sergeant and a Whirlwind. I’m constantly on the move and have my hands in everything.
- E.
  In the back office running the numbers on what the event is going to cost by the end of the day. I have people in place to handle the management of the event.
8.
When you’re having a tight quarter in your business, how do you handle the stress?
- A.
  I refocus on sales and do whatever it takes to make sure I hit my targets. I have no problem dialing for dollars or reaching out one-to-one when I need to.
- B.
  I ask our vendors and past clients to spread the word that we have availability and jump into our events that month with all my heart.
- C.
  I struggle with this pretty consistently and don’t know how to handle the stress yet. It feels like hitting my numbers is pure luck, not something I can control.
- D.
  I start posting constantly on our Instagram account, pull out our leads list and make calls, and put additional funds into advertising. Often when this happens, I end up sick from all the extra stress and loss of sleep.
- E.
  I activate my networks and sales support with additional incentives and look at cost-cutting measures to try to mitigate any potential loss.
9.
Is your advertising budget for the year mapped out and planned in advance?
Image Source
- A.
  Not really. I tend to go with my gut instincts when it comes to advertising.
- B.
  Advertising budget? I know I need one but we spend so much on each event it’s difficult to find the funds for that.
- C.
  I feel like we have to make more sales before we can begin to advertise. We put so much into making the space fantastic that it’s difficult to find the funds.
- D.
  Budget?! Who has time for a budget?! I guess I know I need one, but there never seems to be time.
- E.
  Yes we do. I’m clear on how much we can spend each year. What I’m less clear on is how to allocate that budget to the best places
10.
What happens when you discover you have a new lead?
Image Source
- A.
  I get excited and immediately call to schedule a tour of our venue.
- B.
  I get excited and make myself a note to look at their social media to get ideas about their likes/dislikes before they come in for a tour.
- C.
  I get nervous and procrastinate on calling to schedule a tour because I’m not sure what to say the first time we speak.
- D.
  I feel a little thrill, but often forget to follow up in a timely manner because I have so much going on. I’ve noticed leads are sometimes a little cold by the time I reach out.
- E.
  We decide who's going to reach out and then make sure to get an email address so we can send them marketing communications too.
11.
What would you see if you looked at your social media (Instagram, Pinterest, etc) right now?
Image Source
- A.
  Lots of offer posts to come in for tours.
- B.
  Several idea and how-to posts for how to make the big day special.
- C.
  Stock images and images of the venue in an empty state. I haven’t yet felt comfortable asking anyone to let us use imagery from their event for our marketing.
- D.
  Lots of different things. I’m always trying new techniques and strategies to see what gets the most post interactions.
- E.
  Automated posts from our social media service. We don’t handle this ourselves, we subscribe to a service that creates content for us.
12.
When a salesperson or consultant approaches you about a new opportunity to grow your venue, how do you typically respond?
Image Source
- A.
  If I like their pitch, I’ll listen to more and sometimes use their service when I see it could provide more opportunities for leads.
- B.
  If I can see how the opportunity would provide a better experience then I’ll consider it. If not, I usually pass.
- C.
  I am always looking for answers and support, but I feel like I spend a lot on services that don’t really work out.
- D.
  I’ve signed up for a lot of things but don’t really know what’s worked and what hasn’t. These days I give most salespeople the brush off. I’m just too busy to process.
- E.
  I have a set budget for each area of our business and will consider valid or interesting pitches that are within the budget set for the year.

Quiz Outcomes

1.
You Are A Sales-First Strategizer
Image Source
The Sales-First Strategizer is a natural at sales. You know what people want and you know how to have one-on-one conversations that turn into bookings. You’re already focused on working your leads and you know how to make the ask and close the deal.Where the Sales-First Strategizer can struggle isn’t actually sales.It’s getting leads in the door. You may need help developing your marketing strategy and scaling your brilliance. Implementation of systems, as well as a plan for managing an increase in leads, is often a pain point. Focus on developing scalable solutions to ensure you’re able to use those sales-first skills with every possible client. You need some structure to your sales process, to simplify your life.
2.
You Are An Event Planning Pro
Image Source
The Event Planning Pro can pull off an amazing event like nobody else, and that’s why your clients love you. You’re organized throughout the planning process and on the day of the event, you keep things running smoothly. You do what you say you’re going to do and you don’t hesitate to adjust the bride’s veil before she walks down the aisle to make sure everything is ‘just right.’Where the Event Planning Pro can struggle When it comes to sales, you sometimes focus too much on what you’ll deliver, and less on what the benefit is for your venue. Your pricing may not be allowing for the profits you thought would come when you started your venue, and your high level of service is costing you more time and money than you realized. And, you may not know the ins and outs of the tour-stage of your business which makes closing deals difficult.You are naturally able to connect with your clients but might struggle to close sales from cold leads because you lack a sales system and processes to get you from a first phone call to a profitable contract.
3.
You Are A Business-Minded Boss
Image Source
The Business-Minded Boss is a savvy business person at heart. You didn’t get into weddings because you love flower arrangements (but that might be a nice bonus!). You researched the industry, saw how profitable weddings can be, and made a considered choice to open a venue. Where the Business-minded Boss can struggle is when it comes time to capture the attention and the aspirational dreams of your ideal clients. You probably have or are in the process of building the business savvy for the behind-the-scenes operations management, but getting them to understand why your venue should be their top choice can be tricky, which means getting them to sign a profitable contract with you can be too.
4.
You Are A Cautious Closer
Image Source
The Cautious Closer thrives working in the wedding industry. You love the ins-and-outs of the business and enjoy networking with others in the space. Your venue has a lot to offer and your clients are happy when they book with you and give you glowing testimonials. In short, you have all the pieces in place. It’s likely that you just don’t know why clients are walking away instead of booking.Where the Cautious Closer can struggle isn’t the delivery of amazing service and experience.It’s in getting leads in the door and then getting those clients to sign a profitable contract. Your marketing and sales processes need an overhaul and your team needs a clear and actionable plan to close sales.
5.
You Are A Do-It-All Dynamo
Image Source
The Do-It-All Dynamo is a powerhouse. You see work that needs to get done, and you know the buck stops with you—so you jump in and make things happen. You protect the integrity of your business by sheer force of will. You’ve taken on everything from budgeting to sales to managing the events and event breakdown. You’re the main point of contact for clients and for vendors and the community. Everyone loves you. Unfortunately, all this super-person effort means you’re seriously exhausted.Where the Do-It-All Dynamo can struggle is in learning to delegate and rely on others. Being an everyman or everywoman can feel great because you know nobody can do things the way you do or will take the same care in their work. But, being in charge of every aspect of your business means your sales are not as good as they should be—whether you realize it now or not. As the leader of your business, building a replicable and actionable sales and marketing process needs to be a top priority so that you can actually enjoy being a business owner… Or at least get some sleep!