Be Genuine… Especially in the Wedding Industry

The wedding industry *loves* to showcasing once-in-a-lifetime tears next to really cute shoes, florals and gowns in glossy magazines aside photos of beaming newlyweds in love.

Commodity of love, beware.

Last week I received this email from The Knot:wpid-Screenshot2011-03-16at3.59.11PM-2011-03-16-16-03.jpg

So I did. I called the Account Executive from The Knot, perhaps because of the personalized introduction and willingness to connect.

The lowdown:

The friendly voice spoke for several minutes on-and-on about why their services would help people find me … generate buzz … boost traffic to my site … zzzzzzz …

Never once did the Account Executive ask about my business, or my interests, or any question for that matter.

That’s no way to make a sale. I offer this:

Genuine people want to help. Others just want the sale.

Circumstances may vary, but consider:

  • Asking smart, open-ended questions, not dumb questions with obvious answers. Play mind ninja. Be genuine. But be you.
  • Good questions build credibility. Don’t provide just service, build trust.

If you had two minutes of time to with a doctor, lawyer, or business professional how would you choose to spend with them?

Future Clients: I might ask what you want to feel when you view your wedding album in 20 years. Be forewarned.

5 Responses to “Be Genuine… Especially in the Wedding Industry”

  1. R. J. Kern — March 16, 2011 @ 6:44 pm (#)

    PS- This post brought to you by my haberdasher Cousin Joe who doesn’t just sell custom-tailored suits, but sells sales promotions and favorable hearings in court.

  2. Judy — March 17, 2011 @ 12:46 am (#)

    They call us all the time, and we end up wasting so much time on the phone just listening to them talk.

  3. Jess McCann Nana — March 17, 2011 @ 7:17 am (#)

    RJ this is why your so awesome. Genuine. It’s something that is reallt starting to lack in this industry. But the genuine ones will always prevail 🙂

  4. Brooke — March 17, 2011 @ 8:21 am (#)

    This is something that I work with constantly in marketing… if you don’t care about someone else, why would they want to hire you? SO true, great post RJ!

  5. Alan Warner — March 24, 2011 @ 5:23 pm (#)

    You hit a cord in that we see this too all the time. Lots of solicitations and acting on them to see what it is about gets this most typical response (what you experienced).

    Being genuine is also the key to inner happiness and success. We must in part come from a giving to give mentality. As they say “Give and you shall receive”, at least in one book. And it comes back many times over when being genuine in giving to give.

    So thanks again and talk to you soon.

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