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keep_calm_and_use_your_words_by_topher208-d56nitfIt’s a known fact that you are judged by your age, your gender, how you dress, and speak all within the first minute of meeting someone.  You cannot control the first two (age and gender), but you have full control over the ladder.  Wearing tattered clothing and being un-groomed sends a signal that you are not detail-oriented (a HUGE no-no when it comes to weddings!) and opening your mouth and saying the wrong thing will send your potential bride for the front door.  Read on for some amazing tips on how to beautify your language to see instant results.  This worked for me and it will work for you!

 

SAY THIS                                                                                     NOT THAT    

Design, create                                                                                     Make or do

*You make a peanut and butter sandwich, but you DESIGN wedding flowers, or create the perfect ambience as a planner.  You don’t make a cake, you create a scrumptious masterpiece!

Affordable, budget-friendly                                                                Cheap

*Okay, get the word CHEAP out of your vocabulary for once and all!  What we do as wedding vendors is not cheap!!  You are discounting your skills and services by calling it cheap.  Instead, say Affordable, inexpensive or budget-friendly (everyone wants a luxury that is “budget-friendly—something they can afford but is indulgent)

Reservation                                                                                         Book

*I do not ever say the word, “Book” to a bride.  It sounds cheap.  I say, “reserve” or “reservation” instead.  It’s a much more elegant way to say, “book your date.”  “Hire” is another acceptable word.

Premium                                                                                             Expensive

*Everyone knows weddings are expensive, so don’t point out the obvious.  Most people dislike the word, “expensive” and many people feel that when you say the word, “wedding” to a vendor, the price automatically goes up.  Instead, make it “premium,” make it “opulent,” make it worth every last penny they are spending.

Retainer                                                                                              Deposit

*Deposits you get back.  Retainers are monies advanced and applied towards the balance.  Unless you plan on returning the upfront money once the wedding is over, DO NOT call it a deposit.  It’s a retainer.

Agreement                                                                                          Contract

*People hate signing contracts.  Think about your cell phone contract…need I say more?  An agreement is a promise, a pact, between two (or more) parties to complete a job or deliver goods.  It is easier to “agree” upon something than it is to feel like you are signing your life away.

My Pleasure                                                                                        No Problem

*First, it’s a double negative.  Your English teacher would have corrected you.  Second, you are putting a negative word, “No” and “problem” in to the brain of your client.  You are telling that person that there could be an issue—brides do not want issues on their wedding day!  Instead, demonstrate how savvy you are and say, “my pleasure.”  It will impress her.

It’s Taken Care Of                                                                               Don’t Worry

*Same here, you are telling the bride not to worry, but that will make her worry.  Instead, tell her it will all be taken care of for her.

Can                                                                                                      Can’t

*It’s just a good idea period to learn how to spin things from what you can’t do to what you can do.  Don’t tell the bride what you can’t do; tell her what you can do.  If you are answering a question, such as, “Do you travel outside the US?” Do not say, “No, I can’t” but instead find a way to say yes.  If you absolutely cannot do what she is requesting, simply spin it to say what you can do instead:  “I’m unable to travel outside the US; however, I do know of a photographer who will.  Let me get you his info.”

Thank you!                                                                                          You’re Welcome

*I know it is habit that if someone says, “thank you” to you, your response should be, “you’re welcome” but in business, saying “you’re welcome” is a death sentence.  Think about it—when is the last time a sales clerk said to you, “thank you?”  It’s fleeting from our vocabulary in the customer service world, so make it a point to say, “No, thank YOU for your business!” when someone thanks you for what you are doing.  After all, without the client, you wouldn’t be in business.

Words in Use:

Wedding planners create memories the wedding party and guests will treasure forever.

DJ’s create the mood for a distinctive reception.

Florists design (or create) hand-crafted original floral creations (or designs)

Bakers prepare stunning wedding cakes from scratch with the finest ingredients.

Photographers capture the moment and preserve it for a lifetime.

“Would you like to reserve your wedding date while you are here today?”

Thank you for your business—I appreciate it!!”

“All the setup will be taken care of for you—you won’t have to lift a finger!”

“Today I will collect your $250 retainer and that will secure your wedding date.”

“It’s my pleasure!”

Think of words or phrases that you can use while talking with a bride in order to heighten the excitement.  I like to use the word, “marry” (for obvious reasons).  Let’s say the bride and groom have two distinct styles, and both want them represented in the wedding.  I may say, “We will marry the two together to create an original floral design that expresses your personalities brilliantly!”  Remember, you are selling a high-end service or product; make it sound, smell, feel and taste like one.  Give them the Ritz Carlton treatment and they will hire you over your competitors.

TIP:  Never, ever, tell a bride her wedding will be PERFECT.   It’s not going to be perfect.  Flowers die.  The DJ will play the wrong song.  The baker forgot the cake topper.  There are mistakes and mishaps in every wedding, so do not mislead the bride and tell her everything will be perfect.  You are overpromising and under-delivering and that spells bad news for your company and reputation.

 ANOTHER TIP:  The most over-used word by wedding vendors is UNIQUE.  Every bride wants a unique, not cookie-cutter wedding, true.  Every vendor on this planet uses the word, “Unique” in its marketing, so set yourself apart; pick another adjective.  “Distinctive,” “Exclusive,”  “Original” are three such options you can use and sound way better!

WORDS TO AVOID:  “ASAP” or “As Soon As Possible” may mean, “when I can get to it—something this week” to you, but it may mean, “I’ll do it in the next hour” to the bride.  “Usually” may mean 75% of the time to you, but it may mean 95% of the time to your bride.  Be careful with words or phrases that can have multiple interpretations.  Instead, be specific:  “I will reply to all emails within 24 business hours” instead of, “I respond to all emails ASAP.”