Are you getting referrals from wedding planners?

If there is one question I get asked time and time again throughout the last 22 years in the wedding industry it is:

How can I get on a wedding planners list?

I think sometimes working with wedding planners can seem like the holy grail as if all their problems, namely low enquiries will be answered by getting referrals from wedding planners. If only it were that simple!

There’s an art to really building up a referral relationship with wedding planners and it takes time. In this article I will explain why working with wedding planners is fabulous but also why they are not always the answer to your problems.

Why work with wedding planners?

Firstly lets start with, why work with wedding planners? What are the benefits to you as a wedding supplier or indeed venue?

1. Bigger budgets: Generally speaking wedding planners will be working with wedding couples with decent budgets. Thus will be more profitable for you.
2. Repeat Business: Whereas with wedding couples you will work with them just once, a wedding planner will refer you business year after year until such time your quality of work no longer matches their niche. For example I first started working with one wedding photographer in 2005 (possibly earlier) and my last wedding with her was in 2019. Many of my suppliers were on my list for over a decade and I estimate I gave them tens and thousands worth of business. I used them because I trusted them; they were an integral part of my team. And remember I didn’t take commission so the only benefit to me outside of the quality of work was perhaps a Christmas hamper and the occasional referral.
3. Your Portfolio: Do you get frustrated that you weddings are not elevating? Are you stuck in a rut with the same type of client and wedding style? A wedding planner will create a phenomenal design with everything co-ordinating together. It’s their job to make sure all elements of the wedding design have been thought about. Have you ever arrived at a wedding and look at a cake table in despair because the linen is too short? Or perhaps the flowers are clashing with the room? It is a planner’s job to ensure that doesn’t happen! So with “better” designs you can showcase these in your portfolio, increasing your chances of elevating your weddings. Couples need to “see” what is possible and scaling can be so difficult for wedding suppliers without images to back this up.
4. Promote the wedding: A wedding planner is only as good as their last wedding, which is why they are so particular about WHO they chose to work with. Thus after a wedding they will be sharing images on their website and social media PLUS are excellent at tagging. Why does this benefit you? It is not unusual for other wedding planners to start using you once they have seen you have been “tested” by a colleague.
5. Organisational Skills: A wedding planners role is to be an organisational goddess (or god). They will ask you all questions pertaining your role at the wedding and ensure you have what YOU need to provide a top-notch service. Need 5 power sockets? No problem. Need somewhere to get changed? That’s ok. Family feuds predicted to cause friction during the photos? Pre warned is pre armed after all.
6. Excellent suppliers: Is there anything worse then turning up on a wedding day to find sub standard suppliers causing havoc and creating a bad atmosphere? A wedding planner will hire the best team for the client and oftentimes many of the suppliers have met and worked together at previous weddings of said wedding planner. And having a superb wedding team ensures the wedding will look fabulous and go according to plan.

There isn’t a magic wand

I mentioned this briefly in my intro but working with a wedding planner is not the answer to all your prayers. It does not mean your diary will suddenly be full. Building up said relationships takes time. It is also worth noting most wedding planners (except on the day co-ordinators) can only work an average 10 weddings a year. Whereas many suppliers work 3 times that and more. So don’t pause all marketing efforts just because a singular wedding planner is referring business your way.

Why I can’t be bribed

My zone of genius is building connections between wedding planners and suppliers. I’m darn good at it. Helping the later understand a strategy for nurturing wedding planners and creating authentic partnerships with them. There is a process I ask clients to take and frankly this takes time. Sometimes I get contacted by businesses who want to pay me commission if I refer them to a planner, each time the planner hires them I get a cut. Those that know my history will know this is not something I could ever get involved with.

But from a business logistical point of view, this is not how planners work. They won’t use someone just because I tell them to! Also I’m not an agent. Even when I ran the UKAWP this wouldn’t be something I’d say yes to.

Honestly, I think it’s lazy. It’s invariably from businesses that don’t WANT to nurture relationships. They don’t want to put the work in. They just want to throw money at the problem and assume this will be enough. I’m a consultant. That means I give strategic solutions to problems clients have. I wont build those relationships FOR you. Clients have to do the work.

Want my help? Great. Might I suggest my Strategise & Energise service!