Business Systems Part I : The Inquiry Process
Do you have an inquiry process? How many leads are you converting on average?
Create a Streamlined Process
Lead Generation
Inquiry
Brochure
Questionnaire
Quick Chat
Style Board / Estimated Proposal
Design Consultation
Follow Up
Lead Generation
Bridal Shows - Connect with potential clients in the area.
Referrals - Referrals are an excellent way to gain new leads.
Vendor Lists - Find out if you can be part of a venue’s vendor list.
Online Advertising - Paid advertisements can boost your reach.
Print Advertising - Having a print ad can be expensive, but you may reach your ideal client this way.
Email Marketing - Welcome new leads and continue to educate and inform them with emails periodically.
What is Attraction Marketing?
Attracts clients who are ready to buy! Provide a service that has an impact. Provide consistent value and follow these steps.
Steps to Attraction Marketing
Branding
Identify ideal client
Understand needs/wants
Present solutions to needs/wants
Nurture a relationship (KLT)
Branding
Branding yourself is an ongoing process. For a florist, you need to have a website that display who you are as a company. Additionally your social media should match your brand, with colors and content. When you send out contracts, make sure the look, feel and language are all aligned with the brand. Have a solid workflow because that enhances the client experience.
Ideal Client
Each and every business caters to a slightly different population. To understand who your ideal client is, ask yourself these questions.
Who is my ideal client?
Who am I speaking to?
Who am I going to impact?
Who am I going to serve?
What do they value?
How much do they spend?
What kind of relationship do you want with them?
Needs/Want
What is their biggest need?
What pain-points do they have?
What challenges do they face?
What is their biggest want?
What value do they point on these?
Solutions
How will you solve this problem?
What can you provide to ease their pain-point?
How will you communicate this?
How will you show you care?
How will you provide these solutions?
Nurture Relationship
How will you get them to KNOW you?
How will you get them to LIKE you?
How will you get them to TRUST you?
People do business with people they like and trust.
People don’t buy WHAT you do, they buy WHY you do it.
Inquiry Process
Brochure
Show offerings
Set expectations
Offer price points
Explain your process
Include client experience
What is your value?
Features TELL
Benefits SELL
Questionnaire
Bride/groom info
Social media handles
Event details
Event hashtag
Booked professionals
Final Details
Permission to share
Permission to add to list
Quick Chat
Provide your clients and leads a Calendly link so they can choose a time that works. Keep these chats 15 minutes or less. Use them as a time to get to know client and set expectations on both ends. Have them share their budget. Go over any specific event needs and share ideas!
Do you already implement some of these steps? Leave a comment!
