Question

Topic: Other

New Business - How Do I Sell Myself?

Posted by Anonymous on 1/9/2008 at 8:31 AM ET 200 Points
If there is anything that scares me, its the thought of starting my business and then having it totally fail!

I am starting my own wedding planning business in the Toronto area. I'll be a certified coordinator (some are not!) with no "experience."

So my question is, how do I sell myself? I have done 3 weddings (all for free - friends and family), but they were all done before I even thought of becoming a WP, so I don't have a portfolio. Who is going to want to hire someone without that PROOF of "experience"? If you look at the competition, they all say the same thing "...has done X amount of weddings" or "over 15 years experience..." - I don't have that.

I was thinking of starting out with a cheaper price than the other companies (average 10-15% of total wedding budget), but then... how much cheaper?

Then I was also wondering what kind of special offers I can give out for signing with me... maybe a day at the spa, a gift certificate for a vendor, etc. but would that work?

If anyone can help I would really appreciate it. Thanks so much.
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RESPONSES

  • Posted by Neil on 1/9/2008 at 8:44 AM Member
    Why get experience working for someone else (with a lot of experience) first then go off on your own in the future?

    It seems a big jump to go from no formal experience to your own business that quickly. What's the hurry?
  • Posted by Jay Hamilton-Roth on 1/9/2008 at 9:00 AM Member
    First, if your new business must succeed for financial reasons, then don't start it in the first place. A new business is by definition, a risk.

    Next, to increase your chance of success, start with a strategic plan. Who are you targeting (demographics, location, etc.)? What problem are you solving? Why should they trust you, etc.? Who are your competitors? Study them - know what they know.

    Everyone once was a beginner. Hiring someone new is a tradeoff - they have less experience avoiding the inevitable bumps but more invested in the outcome (to build a portfolio).

    Don't start by advertising "I'm inexpensive". That screams the wrong message.
  • Posted by Inbox_Interactive on 1/9/2008 at 9:04 AM Member
    Forgive my ignorance, but what goes into a wedding planner's portfolio? I'm assuming this is some sort of documentation that shows what you did and for whom...what decisions you made for the wedding and why, etc.

    Why can't you put something like that together for the three weddings you've done? Surely you can compile some information for each wedding and include a few photos of the event, no?

    Also, get written, signed testimonial letters from your three previous clients. You did the work, you just weren't paid. I don't think that's a misrepresentation for you to get letters from these people saying that you planned a beautiful wedding that went off as planned.

    Personally, I'm thinking that your personality will factor as much as experience into whether you get work. This is a very personal sale, and if you don't click, you're not going to get the work. If you do click ("I can't put my finger on it...I just like her!"), then your lack of portfolio may not matter. And some people really like the idea that they are helping someone get started in their business.

    I'd turn my lack of experience into a plus, if asked about it. "Yes, I know I'm new to the business, but all that means is that I'm working on fewer weddings than other wedding planners, and you can be sure that I'm going to do my very best so that my business will grow."

    If you have previous business experience that required management of important projects, talk about that, too.

    I would not offer a discount because I don't think that's going to win the business. I think it's going to come down to a strong, face-to-face sales effort and bonding between between you and your client.

    Do you have a plan to get in front of these prospective clients? Are you more concerned about finding prospects or closing them once you find them?

  • Posted by mgoodman on 1/10/2008 at 8:21 PM Accepted
    Definitely don't underprice! That would be the kiss of death, because it says, "I'm not as good as others!"

    If you can specialize in something -- the area, the kind of wedding, etc., you may even be able to charge a premium. ("If you want an ordinary wedding, there are plenty of WPs out there. But if you want a XX wedding, I'm the one for you.")

    As Jay said, you need a plan for your business ... so you'll have some idea of how to position yourself and market your services.

    Maybe the thing that makes you different is your really thorough understanding of the unique considerations a bride-to-be and her parents are facing. Just the act of asking a lot of questions and knowing how these young women respond can set you apart from more experienced WPs who think they know more than the brides about their own weddings.
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