I’m constantly thinking about what kind of information I’d like to share with you on this blog. I think about what will be most helpful for you to read as well as for me to share, so I always ask myself one question: What would I have wanted to know when I was first starting out?
My team in 2002
Naturally, I thought I should start a blog series about the most important part of our business: how to make money in this industry. Yes, we are creatives and givers who truly enjoy the act of helping someone realize their dream, but we’re also all here to make a living and help ourselves reach our own dreams. This series will focus on the ins and outs of the Event Industry, with a particular emphasis on what you need to do to make the sale.
After being in business for so many years, I still consider the art of the sell a work in progress. Although there is no exact science to it, I am always reminded of one basic truth: ONE DOES NOT HAVE A BUSINESS WITHOUT CLIENTS. So, this is where I’d like to start. There are three very important things you need to know when it comes to clients and your business. Ask yourself:
1) Who is your clientele? Not all clients are right for you. When I first started, I was so full of myself to think that every job was right for me. This put me at a great disadvantage because I mostly appeared desperate.
It’s very important that you establish (even if it’s just in a very basic way) who your clientele is. There are tons of marketing plans out there you can follow and develop for your business, however I like keeping it really simple. If you can’t make money, they are not for you.
My team in 2009
2) How do you reach your clientele? Because your clients are such an important part of your business, this is one of the biggest questions you need to answer. Again, there are tons of ways to market and promote your business, but I can only tell you what worked for me when I first started.
I have never paid for advertising. However, being in a social industry, it was clear to me that the most effective way to get to my clients was through stories written in magazines, editorials, newspapers, etc. (Remember, these were the days before the very powerful tool we all have today for promotion called: THE INTERNET.)
I became a media whore. I called one magazine editor at least once a week for six months until she finally gave in and ran a story about my floral design. Once you get that first break in print, you are on your way. (We’ll discuss ways to promote yourself on the Internet in a future post.)
3) Who is the most important person in the world? The answer should always be: a potential client. You should always treat a potential client as if they were the most important person in the world. Most of the time when they call, they may actually be nervous reaching out to you.
That initial phone call or email you receive should be returned (with no exception) within the hour. Remember that they are often calling more than one vendor so they’ll feel most comfortable with the first person they reach. From this first phone call, you want to encourage a face to face meeting. Many times they want information over the phone, but it’s easier to establish a connection if you meet in person.
Next week we’ll discuss: HOW TO GET A NEW CLIENT. Do you have any specific questions about this you’d like me to cover? Let me know.
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George Bernard Shaw once said: “You see things and say, ‘Why?’ But I dream things that never were and say, ‘Why not?’” That quote embodies how Preston Bailey approaches every event.
Rosalba Fasan-Buffat
February 26, 2010
Hi Preston,
Thank you so much for this information you are posting-I am finding it so valuable, and re-affirming. I have a few questions:
1. Do you charge a consultation fee? We find that many clients come to us for our ideas and creativity and then bring our information to someone that will do it for less. How can we curb this?
2. Do you incorporate the time it takes to research and meet with your clients into the final quote?
Thank you again for all your information and your time-it is truly a blessing when someone with your experience is willing to share what you have learned.
Rosalba and Antonella
Suzanne Smith
February 26, 2010
Hi Preston,
I love that you are discussing this topic. I have been designing event flowers for years and I agree with all that you mentioned. I love working with my clients.
My biggest issue is getting the client to be straight with me on budget issues. It has changed drastically in the past couple years.
Not every potential client has a platinum budget, but how do you tactfully ask the budget question?
I dont want to spend hours on proposal , layout or massive display filled with exotics if they can only afford a small affair with Geberas. I dont want to disappoint. I prefer to inspire them within their price range.
Any tips for tactifully dealing with brides would be appreciated.
Thank You, Suzanne
Karen
February 26, 2010
Hello Preston
That’s why you are successful because you have that beautiful quality called Humble !
Bravo! you deserve it. Thank you for share your tips with us
Elaine
February 26, 2010
Thanks for the tips.
I’m just starting in the event industry. If I don’t have an event portfolio, how do you recommend drawing in clients and closing the deal? I know people tend to prefer visuals. I’m considering doing a few theme party “mock ups” for my website, but of course it gets expensive to get the supplies. Do you think this is a good strategy, or would you suggest something else?
Elaine
Lauren Van Slyke
February 26, 2010
Good Evening, I would like to start of by saying thank you! I just graduated with my BFA in Interior Design and I felt a little frustrated because I have taken a job to pay the rent and get a graduate degree. My job isn’t in design and I wasn’t sure how I felt about that until I started looking at blogs and things of that nature. They have shown me how much joy I get from the creative process, problem solving and helping others. Your blog is one that I frequent often and I really appreciate that you have this blog to help those just starting out. Your extravagance and design has elements that I love and haven’t found in any other designers during my searches. I just wanted to say thank you for doing what you do. Seeing a designer that currently does work that I have envisioned in my head gives me hope as I sit behind a desk. Your amazing and I am appreciative! Have a great day!
Lauren
juju
February 26, 2010
I would love to hear how you price packages. (if you even offer packages!) I have seen things from percentages, flat rates to hourly. In your experiece what pricing type works best?
Also, I have seen other planners offer partial or full coordination packages. Is this wise for planners to not have full control of an event with their name on it. And this pricing stragety wise, or does this go with the “desperate for business” plan? heehee
Tuannie Pauletti
February 27, 2010
Preston, hi!
I’m absolutely amazed with you, your work and your posts. I admit that I get anxious to follow your twitter and find out new texts. I’m a brazilian girl who studied advertising and marketing in college and fell in love with floral design and events scenography 4 years ago. I’m currently working with parties decoration and trying to learn from more experienced and successful professionals, like you!
I really think you´re blessed for having your talent, your (great) team to help you out and also for having the generosity of sharing these great tips and advice about the industry with us. It’s kind of comforting knowing that a celeb like you have the same problems we do.
Thanks a lot! I’ll keep following you wherever you go!
G. L. Wells
February 28, 2010
Hello Preston,
I am a self tought designer. I have completed several weddings, baby showers and decorated many rooms for friends and other clients. They were all paying jobs. For the past 17 years I have worked in another profession that has nothing to do with my love for making a space beautiful. Lately I have been thinking about obtaining a degree in Interior Design. What is your advice? Should I move forward with what I have learned on my own, or do you recommend returning to school? I am 40 years old, and I do not want to make a juvenile decision. Your advice is greatly appreciated.
T.Cook
March 1, 2010
Thank you for sharing your knowledge and paying it forward!!!! All of my questions have already been asked in the above posts. I’ll wait to read your replys. Looking forward to seeing you at the Masters Brunch in Virginia!
Thuong Tran
March 2, 2010
Hi Preston,
Thank you for your post. I am very new in the industry and about to launch my service in April. Like Alaine above, I do not have real portfolio yet. I do have qualification, I read books about weddings and events (some of them are yours) I do try create some details and stuff – and take photos of them – these pictures turned out not bad at all. But pictures of the whole large venues, of many centerpieces placing on huge banquet tables, those I don’t have.
So my question is how to convince the first client about my capability? I know once I have my first deal I will put 200% of my everything into it, I believe I can do it well (yes, as you mentioned many time: trust your gut) But the hardest part is not 200 or 300% but how to get that first customer. (If possible I would love to know how you got your first customer – how she/they approached you and what you did that made them had trust in you).
Thank you and I look forward to your next entry.
Kattia
March 2, 2010
This is an especially important topic for me at this stage of my business. My goals for this year include becoming informed about making my business succeed thank you for sharing this . I look forward to future post.
Izabela
March 26, 2010
Very inspiration. As designers and artists we tend to always give more from ourselves, I know I do every single time we do an event. When you love doing something it is difficult to even think about money at times.
Myriam Alexis
May 15, 2010
Hi Preston, thanks again for raising another pertinent topic. You say, “if you can’t make money they are not for you”, I completely agree, but what if these are the people who seek you out? Especially if they’re friends? I’m tired of doing free (or practically free) work for friends/acquaintances who assume they shoud get discounts or not be charged because they know me. How do you say “no” without hurting the relationship?