Vetting your potential clients to raise your booking rates
Vetting your potential clients to raise your booking rates
Have you ever wondered how some businesses seem to be booking the same type of clients over and over again? Have you ever wondered what the secret is?
Well – I’m going to spill the beans!
I can almost guarantee you that these businesses have some sort of system in place to “vet” their potential clients before they even meet with them.
So I wanted to chat about how vetting your potential clients can lead to a higher booking rate with your ideal client over and over again.
What is “vetting” and why do you need to do it?
In a nutshell, vetting is making sure that a potential client is a good fit for you and your business before you start diving too far into meetings and proposals. Your time is valuable and if you’re having in-depth consultations with every single inquiry that comes in and putting together proposals just to get ghosted, it is clearly a waste of time all around.
When you vet your leads, it allows quality leads to come through the door. That’s not to say you will book them all, but I can almost guarantee you that you will start seeing your booking rates going up — and better yet, these clients will be your dream clients.
Curious about how to run a smooth consultation, check out my blog post here!
How can you vet your leads?
So think of vetting as “conditioning” your viewers. You are training them to know what it is you offer, the quality of your work, what it is like to work with you. You want someone who is viewing your Instagram page and website to have no doubt what it is you offer because I can almost guarantee you, if you’re showcasing your high-end letterpress suites with beautiful feminine details and calligraphy, you probably will not get an inquiry from some looking for “cheap and quick” invitations.
People know the perceived value of pictures.
ACTION ITEM: go through your social media profiles and website and evaluate your pictures, make sure you are showing the best of the best you want to advertise, and put in front of your ideal client.
Another way you can condition your viewers is by educating them. Make sure that your website has all the information they need to know more about you and your services. Who is it that you’re targeting, what is it like to work with you (if you say it’s a 6+ month process, the gal who needs them “next week” will probably not be reaching out)? What price range do your couples usually pay (you do not need to list specifics, just ranges!). All of these questions can be answered in your about us, FAQ, or most importantly, your blog!
ACTION ITEM: Brush up the copy on your website or blog to start integrating some of these education topics.
One of my favorite ways to vet my leads is with my inquiry form.
I’m obviously not going to stop someone from reaching out to me, but I do have a darn good inquiry form in place that asks them all the questions I need to know so I can tell if they’re a good fit if they skipped right over the education and images I have out there. You can view my inquiry form here. I have made sure that it asks detailed questions about what type of invitations they’re looking for, what price range they’re hoping to spend (and bonus, my lowest price they can select is not $500). So if they only have a $500 budget they more than likely will not finish filling out the form when they see they have to select $1500 or above.
ACTION ITEM: Go through your inquiry form and make sure it’s detailed enough that you are getting all the details you need to make sure if they’re a good fit when they reach out!
I encourage you to go through these action items steps and you will hopefully start seeing an uptick in your ideal clients that are inquiring and as a result an increase in your booking rate!
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