Business

  • Moving the Race Needle Forward with Bron Hansboro

    Today I had the great pleasure to have an open and honest conversation with Bron Hansboro, the Flower Guy Bron

    You’d have to have been living under a rock to not know about the events of the last couple of weeks and the effect George Floyd’s death has had around the world.

    It’s highlighted so many things that needed highlighting and I know it’s certainly caused many of us to do a lot of reading, educating and reflecting.

    My job as a wedding industry educator is to lead the industry by providing the right education. And this has always been the driver behind everything I do.

    I never like to talk about anything I don’t understand or have a reasonable knowledge of.

    And this is why I wanted to chat with Bron.

    I can’t pretend to understand or claim to know how people feel as I’ve never been the victim of any type of discrimination.

    But what I can do is educate both myself and those in the wedding industry who need it.

    We talked about the words ‘diversity‘ and ‘inclusivity‘ and the difference between them.

    Having a diverse platform and actually making those people on the platform feel comfortable and included is very different.

    We’re facing a very big danger of people making a token gesture and getting caught up in the emotion of what’s happening right now.

    But what happens when the publicity starts to die down.

    How can wedding pros avoid tokenism when striving for diversity?

    For a lot of people there’s confusion around what they should be doing. How should they be holding themselves accountable?

    And not just themselves but their vendor partners as well. How can they take meaningful steps to be more racially diverse?

    Bron answered these questions beautifully with a passion and heart that is not often heard.

    This is not a conversation that ends in a weeks time. This is an ongoing movement of an inclusive community.

    Enjoy the first in a series of educational interviews on how the wedding industry can be more inclusive on an ongoing basis.

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  • Overcoming Objections From Clients in Your Wedding Business

    Overcoming objections from clients in your wedding business is something we all have to deal with.

    You’re just too expensive and it’s out of my budget.

    Have you ever heard those words as a wedding pro?

    I’m guessing you probably have because we all have at some point. The question is how do you deal with this?

    How do you overcome the objection of ‘I just can’t afford you’?

    Well actually a lot of this is on you as the wedding pro and not on your client.

    Often it isn’t actually about price at all but more about them not being convinced they need what you’re offering.

    You have to ask yourself if what you’re offering actually gives them what they want. Now I know that sounds like an obvious thing but let me give you an example.

    A couple of months ago I was looking to renew a phone contract for my husband’s phone. Both of us are on iPhones and reluctant to swap because Apple products are just something we love and EVERYTHING we have is Apple.

    Anyway, my husband was thinking about swapping to an Android phone because it was substantially cheaper.

    The sales lady launched into this massive sales spiel about cameras, pixels, and all sorts of other technical jargon that had me completely baffled.

    But, and this is a big but, she didn’t address my one concern. And that was how do we replace iMessage when everyone we know is on iPhones if we go with this other phone.

    She lost the sale and we stuck with Apple and our original telecom provider.

    Why?

    Because she didn’t address my needs. She completely overcomplicated things and didn’t listen to what I actually wanted.

    Ask yourself, are you overcomplicating things and using language your client doesn’t understand?

    Are you really painting the picture for them of everything they want?

    Cost is often the easy excuse and it’s one they think you’ll understand and not be able to argue over easily.

    In reality it isn’t about cost at all. It’s about them not being convinced they need what you’re selling.

    At the end of the day it comes down to really knowing who your ideal client is.

    Knowing the language they use, the pain points they have, the things that light them up and the things that stress them out.

    You need to be able to speak to them directly, so they believe you’re the one person who completely gets them and their requirements.

    That’s where the wedding magic happens.

    When you get that connection with the client where they feel like you’re in their head and instinctively know how to deliver what they want the price objection becomes a thing of the past.

    Afterall, we can all find the money for things we really want. I know I can.

    About 7 years ago I bought a pair of Tiffany sunglasses that I’d been coveting for a long time.

    Could I afford them? Absolutely not.

    Did I want them? Of course I did.

    Anyway, one day I was walking past a shop that had these particular glasses in the window and the shop assistant caught me browsing and started talking to me.

    She completely and utterly appealed to my sense of need and desire. She joked about me being the next Audrey Hepburn and having Breakfast at Tiffany’s.

    She had me at Audrey and in my head I was already seeing myself wearing the sunglasses

    She’d seen the look of longing in my eyes, summed up her client very well and utterly played to my emotions.

    Next thing I knew I had whipped out my credit card and was happily swinging my Tiffany bag all the way home.

    Connecting with your client’s greatest needs and desires goes a long way to overcoming the objection of price.

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