The Do’s and Don’ts of Responding to Leads

We talk quite a bit about how important it is to always take the first step with the wedding leads you get when advertising with The Knot and WeddingWire—for good reason. Every lead you get is an opportunity to book more weddings. In this blog, we are going to discuss the do’s and don’ts when it comes to responding to leads as well as tools you can use to make the most out of the inquires in your inbox.

Do reply to every lead

It’s important to reply to each and every one of your leads. Because even if the lead doesn’t look as ideal as you’d like when you first read the inquiry, it can actually be high quality. As a wedding vendor, you have to keep in mind that not everyone is a gifted communicator. So, when a new lead lands in your inbox, you should absolutely reply in order to learn more about what they are looking for before making a judgment call and passing up on the potential business. With every response, you should have the following goals in mind: 

• Facilitate a two-way conversation 
• Build trust with couples 
• Establish rapport 
• Demonstrate responsiveness 

Don’t forget to answer their questions

Speaking of re-reading your inquiries, it is important to answer any initial questions the couple might have included. Neglecting is almost the same as leaving them hanging and isn’t a great first impression to make. So be sure to double-check that your reply is as helpful as it can be.

Do personalize your response 

It feels special to get something personalized: gifts, place cards and even email responses. So, if you want to make a great first impression with a potential client and make them feel special at the same time, personalize your response to them—but go beyond just customizing your response template with their name. Take a moment to re-read their inquiry and find a detail you can weave into your reply. Perhaps their venue is one you love working at. Maybe their wedding date has significance to you, too. Whatever it may be, write your reply to feel like you took the time to think it through—because you did.

Pro tip: Personalizing replies is much easier if you use Smart Fields in Quick replies in your WeddingPro inbox. This feature automatically pulls in couple details (such as their names, wedding date) so you can reply to leads faster while still offering a customized response. 

Don’t be afraid to follow up

If you’ve ever wondered how to close a sale quicker or more efficiently, it often comes down to one relatively small detail—did you follow up? Because, in a busy world (for you, your leads, and the other pros they might be considering), staying top of mind is often the key to closing the sale. So, if a couple hasn’t gotten back to you after a day or two, don’t hesitate to follow up with them.

Not sure what to say in your follow-up emails? Consider following this list: 

Day 1: Provide pricing and availability

Day 3: Share a helpful planning tool

Day 9: Send a promotional email with a sense of urgency

Day 14: Share interesting facts about your business

Day 20: Offer another helpful tip or planning tool

Day 26: Review the emails you’ve sent so far

Day 30: Last follow-up email

Pro tip: If you have a phone number for the couple, don’t be afraid to follow up via call! 

Do keep your responses brief

When it comes to how you respond to leads, a brief reply is better than a lengthy one. And, ideally, keeping your initial reply to about 150 words is the sweet spot. Wondering how you are supposed to make your reply personal and answer their questions in such a short format? The key is to cut the fluff. It is possible to write something that is warm, welcoming and helpful without ending up with something super long. We recommend writing and reviewing a response template—you can even ask a friend for feedback to make sure it’s short and sweet. When crafting responses, check over them to ensure they are:

• Brief 
• Friendly and professional
• Showing your personality
• Creating a sense of urgency 
• Ending with one open-ended question  

Don’t wait to reply

Your days are busy and you’re juggling lots of things, but when it comes to things you should always make time for, replying to your wedding leads is certainly near the top of the list. Want to know why we think you should always find the time? Up to 50% of all bookings go to the vendor that responds first, and if you follow up with a couple within 5 minutes, you are 9 times more likely to convert! Talk about a way to book more weddings!

Pro-tip: Everyone needs a refresher sometimes. Learn how to respond to leads on The Knot and WeddingWire.

Do test your replies

Which leads us nicely to this next point—test your replies! You can create two versions of your response template to test with your wedding leads and refine them over time as you learn which one is more effective and valuable to your sales process.

Don’t forget to proofread your reply

Whether you enjoy writing and the sales process or not, we cannot stress the importance of proofreading enough. Give each of your replies a read to look for typos and grammatical errors before sending it off; this is imperative to making a professional first impression.

Do use time-saving tools 

As a busy wedding vendor, it can be hard to keep on top of your leads while pulling off unforgettable weddings. Use the tools you have been given to stay on top of your game, no matter where you are or what you’re doing. 

• In your WeddingPro Inox, you can add attachments to your Quick replies so you can send PDFs and brochures without having to manually upload them every time. 
• With Auto-replies, you can save time by automatically sending a response to acknowledge their message, even when you’re out and about. Consider sharing key details like rates or response times so the couple knows when they can expect a reply from you. 

Do include a call to action

Any effective salesperson will tell you “next steps” are important to bringing a lead closer to asking for a contract. Whether you’re simply asking a couple to reply or you need them to provide you with additional information, include an action item to keep them engaged. Also, don’t forget to ask open-ended questions to encourage a reply from couples. Doing this can give you a competitive edge by learning more about the couple’s needs and desires. You could start by asking questions such as: 

• What are the most important things you want for your wedding?
• What are the colors and themes you’re considering?
• What type of experience do you want for your guests?
• How do you want to feel when you walk into your reception?

Ready to put all of these tips to work? Learn how to get more wedding leads and refine your responses ahead of this booking season!

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