In the wedding industry, most of our businesses are small, and, therefore, we don’t have the financial or time resources to design and create a customer management system built specifically around our needs – and for those that do have the resources, please know that it is almost always the wrong way to go.
This leaves most of us in the wedding industry limited to the systems that already exist, and thus limited to their current and future planned functionality. This doesn’t mean we are screwed – it just means we will be compromising. Therefore, our goal should be to find a system with the least amount of compromises, and where we do have to compromise, we have a livable workaround.
Which leads me to the first, and most important, piece of advice that I can give when you are investigating business systems for your wedding industry business, followed by some more advice:
- Write down your needs and wants: This can take some time, but the way to get the best system for you is to know exactly what you need, and want, the system to do for your business. Document each of your business processes and determine their importance level. By understanding all of the processes that you want the system to manage, and the importance of each to you and your business, you can best determine which system will require the least compromise.
- Take future promised functionality with a grain of salt: It is always important to know what future functionality is planned for a system, and when it is scheduled to be added. Yet, I can almost guarantee you that the functionality will not be exactly as promised, and will be delivered later than expected. It is just the way of the software world, especially in the price range in which we are shopping.
- Don’t limit your choices to just those in your category or industry: For my wedding officiating business, Ceremonies by Bethel, I use ShootQ, because although it was developed specifically for photographers and most of their users are photographers, I found it required the least compromises for the officiant business that I wanted to build. On the other hand, my needs are different as a business coach, so I use 17hats for that business.
- Plan to be in the System for the Long Term: Thinking you are going to try a system for a year and will just switch if you don’t like it isn’t the best approach, because each system will require a decent amount time to setup and learn. And, as you use it, you will be entering data that may not easily migrate from one system to another, and therefore will need to be entered fresh into the new system.
- In almost every scenario, couples or clients come first: What I mean by this is, a system that makes your business run smoother for you, but makes doing business with you harder for potential and current couples, is probably (likely!) not the one you want.
- And finally, get demos and ask lots of questions: Once you have a few systems in mind, request a demo for each, and ask questions to verify that the functionality you need or want (from above) is part of the system. And, if the person giving the demo doesn’t have the answer, make sure they get back to you with a definitive answer before you commit.
I hope that this helps, and, of course, if you would like one-on-one assistance in evaluating wedding industry business systems, or mapping your customer journey and determining your needs for a software package, please feel free to contact me.
We are in the very personal business of weddings. So, yes, we do what we do because we love it, or at least love it most days. Yet, we still are running businesses, and therefore, we need to implement a set of processes that are standard for each couple we work with. Why, you might ask, can’t we work with each and every couple in a different way? The simple answer is that, even if we have only a handful of couples each year, developing a standard set of processes allows us to:
1) relate to each couple how we will work together;
2) deliver on what we told the couple, thus meeting or exceeding their expectations; and
3) control time and costs per couple, allowing us to know that the price we charge is going to make us the profit we expect.
So, how do we make our standard processes personal? The main way is to use automated communication only when necessary, or when there is absolutely no need for personalization (eg. automated invoice reminders). For each business and business model, the amount of automation will vary, for sure. Instead, use a standard or edited workflow to remind you of when you need to send a specific email or any other type of standard communication, keeping you on schedule without it being automated. And, for those emails or other communications, use a templated or already-prepared script to not only get you started, but also to save time, while still having the ability to add in something personal and specific to that couple. For example, I always send my thank you email the day after the wedding, and although I have an already prepared template email, since so much of what I’m going to tell that couple is the same or close to the same for every couple, I always add in a few personal touches or make appropriate edits. For instance, a mention of something special during their ceremony, a piece of follow-up information specific to that couple, something about their specific honeymoon destination, etc. Another good tip is that when you create your process and its standard timeframes, build extra time into each step to make sure you accommodate a couple being late on a specific stage/step, while not making your job harder. It won’t solve all issues, but it will mitigate most.
The same thinking applies to making the personal processes standard. Do you want to know more about their relationship or family situation or the logistics around their wedding, like who is in the process or what music they want played? Use a questionnaire which allows them to answer in a personal way and on their own convenient time, yet you make sure the questionnaire is sent out based on specific timing within your workflow. Do you need to always have a final pre-wedding phone call with the couple because each wedding is so different, that – what you discuss, and the feedback you need – can’t be managed via e-mail? Then make sure your workflow has you schedule the call well in advance, have a reminder e-mail go out a few days before the call, and have a basic script that you go from so that you make sure that you don’t miss anything. And don’t forget that by reading reviews from your couples, and asking for feedback from other vendors, you can determine where within your process personalization is more, or less, important.
The idea is to have very defined business processes, while still allowing for the personal touch to be added to as many pieces as needed or wanted. Obviously, if you work with 200 couples per year, you will likely have fewer steps within the process that are personal vs. if you work with 25 couples per year, but the thinking when developing or revising your processes should be the same, to meet or exceed the expectations of your couples in all parts of your process.
At a recent wedding industry show, I was talking to a someone who stopped by the Elevate by Bethel booth with some questions related to figuring out if she was taking her business in the right direction. She told me that she was a couple of years in, had made quite an investment, and was booking quite a few weddings, yet, she wasn’t sure if the direction she was taking was the right one and if it would produce the business she wanted. I asked her a bit more about what she did, and a few other questions to get a better understanding of her business, and then I asked the following question… “do you have a business plan?”
From a face that said she probably knew better, she answered, “no, I don’t have a business plan.”
Unfortunately, this is nothing surprising, since having talked with wedding business owners from all categories, I find that quite a few don’t have business plans, with many saying they were thinking about writing one or had started writing one, but never completed it. And, yes, I know that there are plenty of successful businesses in the wedding industry that have never had formal business plans, or even any business plan at all.
So why do I find a business plan so important?
To me, a business plan is the long-distance roadmap for your business, because it covers where you expect your business to be in a certain number of years, milestones along the way, and how you plan to get there. At a high-level, your wedding industry business plan should include the concept of your business, the long-term goals for it, and an overview of the plan that will make the long-term goals a reality – this is the vision and research stage that should get you hyped. However, your business plan should also include less exciting details that will give you an idea of why your business will be successful and when. This includes budgets, marketing, and financial projections, that will all give you an idea of not only will you reach the success you are seeking, but when you should reach it. In addition, a long-term business plan gives you the ability to compare the current reality to what you expected and thus make necessary changes along the way. It’s never a document you are really done with, I don’t think.
Plus, to be honest, a HUGE thing for me in creating a simple business plan initially, and revising it periodically, is just the benefit gained from putting my thoughts down on paper, of what I want the business to be, what makes me different, and what is my “why.”
I have to admit, sometimes a get a little preachy when it comes to making sure you have a business plan, but I truly believe in them, and truly believe it is never too late to create one (or to revise that really old one). If you are looking for some help, please feel free to reach out, since I can provide you everything from my “Nice and Simple Business Plan” template, as well as with one-on-one assistance in creating or revising your business plan.