Custard caught up with Kelly Mortimer, a wedding industry influencer who shares her years of expertise on her Instagram account @wedding_kelly and LinkedIn on how wedding professionals across sales, planners, and venues can attract and convert couples.
What do you believe sets apart successful venue sales teams?
There are 2 parts to successful venue teams: the ones generating the leads coming in (usually senior leaders) and the team converting those leads (usually event execs, wedding coordinators).
Successful venues generate quality leads, couples with the right type of budget to enable our office team to convert better from the get-go. The wedding coordinators who are genuinely passionate, excited and enthusiastic always convert at the highest levels. I’ve seen teams who have 20+ years of experience but if their mojo has left the building they’ll stop converting. Today’s teams have to connect digitally as most couples simply won’t pick up the phone, so their skills in emails and DM’s is often what helps them secure the venue tour.
What are the most common challenges you see venues having today?
Competition is high, there are more venues than ever before and couples are more open to travel. This raises the bar for the quality of our sales & marketing. What worked even a few years ago just doesn’t work now. Couples are looking for the wow in the initial contact, both visually and emotionally. When we work with venues, we often first have to help them see all the major changes in the way couples choose venues now. Many, through no fault of their own, are stuck in the past with their marketing and we show them what’s working today.
What one piece of advice would you give to venue sales and marketing teams?
Images are everything. They touch every step of the sales journey, website, listings, brochures, emails – images are the lifeblood of a venue. Ditch the generic shots of random couples where we can’t see the venue and instead show the spaces dressed to perfection and without anyone in them! We often support clients on creating images that transform their revenue. A hotel we worked with was struggling to sell a wedding for even £500, it was a real uphill battle for them. After we transformed their imagery and sales journey they confirmed a 2 day wedding worth £250K. It is possible with the right steps.
Have you noticed any significant changes in demands/requirements between wedding couples and venue sales teams over the years?
Yes. The main one is that today’s modern couple need warming up. We’re expecting them to book a tour from one brochure or email, and while some will, the majority will not. They need nurturing digitally to move them to tour. 70% of couples will see 3 venues or less in person. A quarter will only see 1 venue! This means the online presence is more important than ever. The sales process is all happening before they write an email let alone step onto property.
About Kelly:
One of the world’s leading voices when it comes to wedding industry training, sales & revenue. Having personally worked at and led teams for global brands such as Claridge’s in Mayfair, opening the 5* Rosewood London and Mandarin Oriental Hyde Park. Dealing with celebrities, royalty and even the late Queen Elizabeth (twice!). With Wedding budgets of up to £1million.
Previously Group Wedding Sales Director for a portfolio of 45 hotels, increasing revenue by £Multi-Millions, now a well-known speaker, trainer & consultant for wedding businesses globally. Helping them to book more weddings and attract higher spend couples.
Website: https://kellymortimer.com
