Navigating Engagement Season as a Caterer
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The beginning of the year is always a busy time for businesses that serve the wedding industry. Coming off the holiday season, newly engaged couples start their search for the perfect wedding team to bring their big day to life.
In a year where we’ll see the most weddings since 1984, filling your client base may seem like an easy endeavor — and it can be if approached strategically! But it’s important to recognize that today’s couples bring a different set of values, priorities, and preferences to the table than their pre-pandemic counterparts
As we head into an unprecedented wedding boom, here’s what couples will look for as they consider whether to book with you.
Your pricing and policies
Couples want transparency more than ever before. Many are on tighter budgets than before, but they don’t want to sacrifice their dream wedding. Some have waited years for this day, so they want to know what it takes to work with you upfront.
Make sure to update your website with accurate pricing, even if it’s just a starting point to qualify visitors and generate inquiries only from those serious about working with you. On the same note, include new policies to set expectations and cover your bases. Be clear about your cancellation policy and any fees a client may incur.
Transparency builds trust with your audience while mitigating uncomfortable discussions after a contract has been signed. Your clients get what they see, so there’s never any confusion about what to expect along the way.
Your expertise
In order to win over prospective clients, you must demonstrate authority to earn their trust. Highlight your company and team’s awards, accomplishments, and press features on your website and social media to provide third-party validation.
Social proof goes a long way in establishing expertise, so showcase your best testimonials and five-star reviews as well. While a stunning portfolio is an excellent asset, beautiful photos only speak to quality of results.
On the other hand, great reviews and testimonials from past clients show a prospect that the planning process will be just as impressive. You aren’t just good at what you do — you’re also great to work with as a professional.
Your guidance
Expertise is only one part of the formula; you also have to provide guidance. You can be an expert without being very helpful, which doesn’t provide a client with much value.
People want to know you have their best interest in mind, and will do what it takes to help them achieve their vision. Show your audience you’re a reliable resource by listening carefully, answering questions, giving qualified referrals, and providing additional tools to support their journey.
Better yet, start creating educational content—like PDFs, blogs, emails, and social media posts—to share with them and double-down on your role as a helpful expert.
Your undivided attention
Couples know you have other clients, but it should feel like an unspoken agreement. They want it to feel like they’re your only client every time they talk to you. Make it clear that they’re your top priority and give them your undivided attention!
During appointments, silence your phone and dedicate your full focus on the meeting at hand. Come prepared with ideas and inspiration to share, showing them you’ve invested time and effort into their project.
Believe it or not, setting clear boundaries also demonstrates how much you value your clients. For instance, if you let a client know you do not take calls on event days, they won’t be disappointed they can’t reach you — they will be thrilled to know that you’ll provide them with the same courtesy when their big day rolls around.
A bountiful booking season relies on your ability to evaluate and understand the client psychology that lies behind the modern couple’s consumer behavior. Identifying key objections, priorities, and buying triggers allows you to appeal to their needs, setting you up for success for years to come.
