I’ve been sharing my thoughts on what seems to be like a sales slump for many wedding pros this year. (I shared a couple big changes you should consider. You can read that here.)
A pattern I’ve observed in my 12 years in the industry is this:
When income is down, people start adding services without any rhyme or reason.
Here’s what I see:
- Photographers start adding video services
- Wedding planners start adding floral services
- Designers start selling stationery
- Everyone starts selling workshops and coaching
- DJs start adding design to their lighting packages
Everyone wants a bigger piece of each pie they take… because everyone is getting less pieces these days.
LISTEN – I’m not going to poo-poo your dreams if you really do want to become a multi-faceted wedding business. There are some people who have been able to do this well and have been successful at it. BUT – here’s the big BUT – a majority of people who add services, end up half-assing it. And, it hurts their brand, their reputation, and their profits.
When you add services… it helps to have strength in your primary service FIRST. I’m talking about: your reputation for your business precedes you. You are known for outstanding service, outstanding consistency… outstanding EVERYTHING.
When does it make sense to add on services?
- When you have maxed out what you can sell in your primary service (because you have a huge percentage of your local market) THEN it makes sense to add on a service.
- When you can 100% commit to making it as excellent as your first service. If you don’t have the time/wingspan/ability to make the second service as strong as the first, you’ll end up losing strength in your bread and butter.
- You have staff who can execute on offering multiple services. (If you’re a planner this means that you likely have someone who will be doing floral setup the morning of the wedding and a lead planner assisting with coordination and event management.)
- When you have SUPER TIGHT systems for your primary service. You want your primary service to be a well-oiled machine that (almost) runs by itself, so that it’s easier to add a second service.
- You are profitable with service number one.
This last one is SUPER important. LEARN to PERFECT your profitability with the first service. If you aren’t super profitable, don’t ADD more! PEOPLE – it gets harder and harder to be profitable with the more you add to the mix.
My advice: FOCUS ON BEING THE BEST AT WHAT YOU DO! Become the ‘go to’ for what you do! And then… only then… consider adding services. (You’ll likely find out that you don’t have to!)
What do you think? Am I crazy? Share in a comment below.