Sales is a numbers game. It’s all about optimizing conversion rates at different points in the buyer’s journey. Get the couple to inquire. Then to respond to your inquiry. Then to like you on the discovery call, read your proposal, and finally send in a contract and deposit. You’ll guide a potential buyer through dozens of micro-commitments throughout the sales process. Unless you blow it. Unless you make it hard for them to move forward. Unless you scare them from making the next step. That’s e...
Mar 13, 2023•30 min
If you’re like most wedding pros I know, your inbox isn’t flooded with inquiries right now. And if you’re getting at least a trickle, you know how important it is to make the most of the few that are flowing through. That’s why it’s crucial to get the kinks out of your sales process - and a great place to start is when and how you’re trying to close the deal. In this episode of Own Your Business, I talk about: Three big reasons why you’re getting ghosted or getting nos 5 popular approaches to cl...
Mar 06, 2023•29 min
It’s hard not to feel a little burned out after COVID, postponements, and the ‘22 wedding boom. Four months ago, everyone was in the weeds. Two months ago, we were grateful for the holiday season and the rest that it brought with it. And now we’re back in it trying to get ready for another go-round in the spring and summer. Today, I interview Bob Spiegel, the chef owner of Pinch Food Design in New York City. He didn’t lose his motivation during the pandemic. In fact, he found renewed inspiration...
Feb 27, 2023•40 min
If you want to get to the top of your market or field, you have to be the best. Not in just one area, but several. Sometimes you’re naturally good, or you get lucky and knock it out of the park on the first try. But most of the time you’ve got to refine your approaches with little tweaks here and there. In this week’s episode of Own Your Business , I sit down with Alex le Roux, the founder and CEO of ALR Music, Europe’s biggest event entertainment company that’s quickly expanding to the Middle E...
Feb 20, 2023•50 min
Booking more events is a good goal for any wedding pro. But as your business grows and you start filling your calendar, it’s super important to get more from each date you book. It’s the only way you can live the fantasy of “work less, make more.” Unfortunately, many wedding pros get in their own way when it comes to booking higher packages. Some of it is mindset. Some of it is bad pricing and package design. In this week’s episode, I talk with my friend and fellow educator, Megan Gillikin, abou...
Feb 13, 2023•53 min
Special treat for you this week. Replay of a panel we hosted last week with Kate Turner, Abby Jiu and Julian Leaver. All three are clients of Ideaction Consulting, and also The Media Socialites, the company we’re doing the Social and Sway Mastermind with this year. We brought them together for a conversation because we wanted our audience to hear their perspective on what helped them get where they are today, which is near or at the top of their respective markets. As you’ll hear, there are lots...
Feb 06, 2023•1 hr 45 min
Who wants more ideal clients in their inbox? And signing contracts? That’s what I thought. If only wishing made it happen. The reality is ideal clients are hard to get if hope is your strategy. That’s why I asked the one and only Katy Taylor Jacobson to join me in a conversation about: - What is an “ideal client” (besides one with a big budget)? - How do you attract them in the first place? - Why do they want to connect with your brand? - And how to deal with behind-the-scenes decision-makers wh...
Jan 30, 2023•46 min
It’s inquiry season, and many wedding pros we’ve talked with aren’t getting much in their inboxes right now. So I brought on our head copywriter (who happens to be my lovely wife), Katy Taylor Jacobson, to talk shop about ways to make your website more effective. In today’s episode of Own Your Business, we explore 7 big website mistakes that cost you inquiries - and what you can do to fix them before it’s too late to leverage for this year’s booking season. - You’ll discover ways to make it easi...
Jan 23, 2023•51 min
This week I’m joined by Persephone Maglaya, Founder and CEO of The Media Socialites and Bridal Vogue, an instagram account she founded 6 years ago with over 200k followers. The Media Socialites work with over 100 companies in the luxury wedding market, many of whom work with our business to book more clients at higher prices. She helps attract more ideal clients to the website, and we work to get more inquiries to your inbox and bookings on your calendar. It’s a natural fit. Check out the episod...
Jan 16, 2023•54 min
Do you ever wonder why certain people seem to have all the luck? Let me tell you a little secret: It’s because they make their own. The sales process I train clients (and podcast listeners like you) on is one of many ways you can sell your services. Other approaches will work…but not as much as one I’ve created, because this one is designed around the way humans make decisions. On this episode of Own Your Business , I’m share with you: - Why small improvements in key areas will produce BIG resul...
Jan 09, 2023•24 min
It’s that time of the year again. You know, when we set down our goals for the upcoming year - only to completely abandon them before February rolls around. But what if you picked goals that aligned more with what you really want? With why you’re motivated to do things in life? That overlap with how you love to spend your time? In this episode of Own Your Business, I share some a-ha moments I’ve had over the years, as well as some that my clients have had, using a simple process that you can als...
Jan 02, 2023•20 min
You’ve heard me talk about four different types of buyers for your services. (If not, go listen to episodes 4, 32 and 54 after this one.) Selling to different kinds of buyers takes skill. But also takes knowledge to get started and practice to get good. I’m doing a deep dive on each buyer type for the podcast: Relaters Analyzers Bosses Dreamers I’ll share a few insights on - How do you identify them from other buyer types? - What do they want most from you? - How can you tweak the buyer’s journe...
Dec 26, 2022•12 min
You’ve heard me talk about four different types of buyers for your services. (If not, go listen to episodes 4, 32 and 54 after this one.) Selling to different kinds of buyers takes skill. But also takes knowledge to get started and practice to get good. I’m doing a deep dive on each buyer type: Relaters Analyzers Bosses Dreamers I’ll share a few insights on - How do you identify them from other buyer types? - What do they want most from you? - How can you tweak the buyer’s journey to make it eas...
Dec 19, 2022•18 min
What happens when you take your biggest competition and make them your business partner? That’s what James Christianson and Otto Schulze did seven years ago - and they haven’t looked back on their way to the top ranks of wedding photographers. In this week’s episode of Own Your Business , I dive deep into James and Otto’s artistic education and individual careers to learn how their unique approaches make for a successful partnership. During the conversation we dig into: - How complementary skill...
Dec 12, 2022•1 hr 3 min
Who says you can’t do luxury outside big markets like New York City, Los Angeles, and DC? Well, this week’s podcast guests prove you can. You might not find as many weddings with massive budgets, but luxury pros can create a successful business in mid-sized cities and even destination markets. Jennifer Thye and Sarrah Gaboury, owners of Imoni Events in Phoenix, Arizona, join me on today’s episode of Own Your Business . They’ve carved out a very successful business over the past decade for themse...
Dec 05, 2022•59 min
You’ve heard me talk about four different types of buyers for your services. (If not, go listen to episodes 4, 32 and 54 after this one.) Selling to different kinds of buyers takes skill. But also takes knowledge to get started and practice to get good. I’m doing a deep dive on each buyer type: Relaters Analyzers Bosses Dreamers I’ll share a few insights on - How do you identify them from other buyer types? - What do they want most from you? - How can you tweak the buyer’s journey to make it eas...
Nov 28, 2022•18 min
You’ve heard me talk about four different types of buyers for your services. (If not, go listen to episodes 4, 32 and 54 after this one.) Selling to different kinds of buyers takes skill. But also takes knowledge to get started and practice to get good. Over the next couple months I’m going to do a deep dive on each buyer type: Relaters Analyzers Bosses Dreamers I’ll share a few insights on - How do you identify them from other buyer types? - What do they want most from you? - How can you tweak ...
Nov 21, 2022•18 min
This week’s guest on Own Your Business is a risk-taker who rose to the top by jumping off cliffs and building parachutes on the way down. Chris Jespersen is the owner of Storybox Cinema and one of Harper’s Bazaar ’s top videographers. He also founded The Madison, a large event space in Cleveland, Ohio, which is fast becoming one of the go-to venues in the city. And he just turned 30. How did he do it all so quickly? He’s the first to say that it started by saying “yes” to the opportunities that ...
Nov 14, 2022•53 min
This interview with Abby Jiu is the second in my series of deep dives with wedding pros who sit at the top of their fields - and offer a fresh perspective on what it means to find success with the business. I chose Abby because I wanted listeners to hear more about how she’s done two of the hardest things a wedding pro can do: 1) Thrive in the luxury market and 2) Scale her business. The fact that she’s done both at the same time makes her rise in the industry truly remarkable. She doesn’t just ...
Nov 07, 2022•59 min
After every Engage! Luxury Wedding Summit, I like to list out insights I received during the experience or from speakers on stage. Then I tell you how to apply them in your own business. I’m fresh off the plane from Ireland with my best pieces of advice for wedding professionals interested in a more successful business and rewarding life.
Oct 31, 2022•16 min
Destination weddings are the perfect mix of business and pleasure. Not only are they often fun to do, but they can be very lucrative as well. The markets in Mexico, Caribbean, Hawaii, and Europe are sizable - and getting bigger. But how do you tap into them? In this week’s episode of Own Your Business, I talk with Destination I Do founder and editor, Jennifer Stein, to share insights and perspectives that will: - Get you more inquiries from destination clients - Build content to attract couples ...
Oct 24, 2022•1 hr 11 min
No one wants to sound sales-y when they’re selling their services to couples. So how do you close deals without being aggressive, or cheesy…or clumsy? It’s easy if you have a simple approach that leverages buyer psychology. In this week’s episode of Own Your Business I’ll share with you: - The number one competitor for each and every inquiry - Ways NOT to close deals - Three simple strategies to get to yes - and feel totally comfortable making the ask
Oct 17, 2022•20 min
Discovery calls are complex - and crucial to your businesses success. It’s when you find out if the client is a good fit, when you build value to charge higher prices, and when you learn what triggers their deepest desires for your services. On this episode of Own Your Business, I give you six must-dos on every discovery call. Tune in to hear more about: - A simple trick to mirror clients and get them to like you - Good and bad question types, including which questions backfire - My top way to d...
Oct 10, 2022•23 min
This week’s episode is the first in what will be many many interviews that dive deeper than usual. I hope you enjoy them as much as I have recording them. My first guest is KT Merry, one of the most recognized and celebrated photographers in the industry. Over the past three or four years, I’ve heard more of my clients - mostly other photographers, but also pros from other fields - tell me they look up to KT as their role model more than any other wedding pro. Why KT? Here’s what others told me ...
Oct 03, 2022•1 hr 6 min
Most wedding pros think couples buy their services because of a strong personal connection. Or their portfolio. Or the awards they’ve won or publications they’re featured in. Or how beautiful their branding is. All these are important, but they only get you so far. At some point, you have to move them from the “I’m interested” stage to the “I know what I want and you are the one to help get it for me” stage. And that happens on the discovery call. But so much more does too. That’s why I’m breaki...
Sep 26, 2022•25 min
Finances are one of the most important parts of owning your own business. And they’re also one of the scariest, too. But like most things in life that we’re afraid of, it's because we don’t know how easy it can be to do. In this week’s episode of Own Your Business , I sit down with finance expert, Katelyn Magnuson, to discuss: - What holds you back from feeling confident about managing your business’s finances - 3 big mistakes owners make with their money - What you can DIY, and what you should ...
Sep 19, 2022•55 min
We all talk a lot about “ideal clients.” Wouldn’t it be nice if they were all ideal? Too bad they’re not, because, let’s be honest: Those who inquire run the gamut from perfect fits to completely awful. Some couples are dream clients. Other people are good…just not good for you. In this episode of Own Your Business , I’m going to share with you: - 4 different buyer types - What motivates each one - What you have to change to book more than only your “ideal” client - What clues to pay attention t...
Sep 12, 2022•26 min
A great way to make more money is to sell more services to each couple who hires you. Unfortunately, what most people do is either a) stuff their packages with more services, or b) offer a la carte options on top of the packages. But both of these options consistently backfire with your buyers. On this week’s episode of Own Your Business, I’ll tell you: - How to get more from every date on your calendar, including couples who already booked - Three psychological principles that encourage couples...
Sep 05, 2022•23 min
It’s tough for couples to pick all the vendors they need for their wedding. It could be 20, maybe 30 or more. And that means a ton of research to find the right ones. Reviews and other forms of social proof help potential clients cut through the noise and reduce the risk in choosing you over others. But it’s not easy to get clients to take the time to leave you a review. And even if they do, it’s not always meaningful. In this week’s episode of Own Your Business, I dive into: - What keeps couple...
Aug 29, 2022•17 min
Humans make 35,000 decisions every day. Most of them are made automatically without even thinking. The very small percentage that use conscious thought require lots of energy, and, if too many need to be made, can lead to decision-fatigue. Is your sales process making it easier or harder for couples to decide on your services? My guess is you’re sabotaging your own success in ways you didn’t even know. In this episode of Own Your Business, I’ll tell you: - How our brains are wired to make choice...
Aug 22, 2022•19 min
