Selling Your Expertise to Gen Z
Gen Z is the "activist generation" (I sometimes refer to them the "get s*** done" generation) and they expect the experts they hire to be able to do things, not just know things.
For Gen Z, expertise is a given, much more so than it was for millennials. Millennials want the best and consider custom to be standard, not an upgrade.
Gen Z not only expects custom to come standard, they expect you to be constantly upgrading your own knowledge. If millennials were the MySpace and Facebook generation, Gen Z is the YouTube generation. It is their preferred social network, their preferred search engine, and their preferred method of learning and sharing what they learned.
Millennials primarily consider DIY to be a creative outlet rather than a money-saver, thanks to watching Martha Stewart or the original Emeril cooking shows growing up. Gen Z considers DIY to be a part of their every day life. Their favorite TV shows are Chopped, Chopped Junior, Nailed It, Cake Wars, Amy Poehler’s new crafting show Making It, Project Runway, etc, and then they take to their own YouTube channels to show off their own creations and teach others what they’ve been learning. For Gen Z, being creative isn’t an outlet for when you need to relieve some stress, it’s very much just part of who you are as a person.
If your expertise is limited to who you know or to basic information, the days of being able to monetize that are over. If it can be found on Google, you cannot charge a premium for it. Period.
For Gen Z especially, you will need to show why you are an expert and that you have the ability to do what they are envisioning. This needs to happen in the marketing, sales, and in the working together stages of your entire process.
During the sales process, the ability to show your expertise is going to be in direct correlation to your ability to listen deeply.
You already know that the number one mistake wedding pros make is sending pricing right away without having a real conversation with the potential clients first to figure out what they really need from you.
Another common mistake is expecting potential clients to have things figured out before they meet with you. Maybe they do, but most often the ideas they have are lovely in theory but won’t work in practicality. To figure out what they really want and how they approach decision making, it’s wise to ask questions that may seem “fluffy” or superficial. The fact of the matter though is that we as humans are relational beings first, and task-driven second.
One question almost every wedding pro should ask a prospective client is how they met and/or the story behind the proposal. You’d be surprised how many wedding sales conversations don’t include this at all. If the bride or groom gives you a clipped answer (“Online.” “At church.” “At work.”), move on. Otherwise, let them talk.
You can learn a lot about people from this question, including what type of restaurants they enjoy, what they do for fun, family dynamics (rule of thumb: if someone proposed in front of their entire family, they will typically have more than the average amount of decision makers weighing in on wedding decisions – something you definitely need to know that they may not be able to consciously pinpoint), etc. Plus these questions give you the perfect opportunity to show your expertise based on various points in their story:
"It sounds like you both really love being outdoors, but you're getting married in February. Let me show you some photos of how we transformed a ballroom to look like a garden. It was a three day install and we had to fly these particular flowers in from Honduras. We'd need to plan for a longer lead time to make sure the rentals don't get grounded by UPS because of a snowstorm, but our process takes all of that into account so you won't have to worry about it at all."
By simply letting them talk about themselves and listening to their stories, you are able to show your expertise by tying it to particular details rather than just saying "We do this, this, and this."
After this, it’s not unusual to get a reply along the lines of: “OMG, I never knew so much went into all the pretty photos I've saved on Instagram and Pinterest.”
Let your competitors ask questions that demand the clients have decisions made already. Your job is to be their guide, no matter your field. They have likely never planned an event of this scale before. They have likely never spent more than a few hundred dollars on photography, and those experiences were probably in a studio or for no more than an hour at a time of day that had perfect light. They likely don't know that they should reserve more shuttles because the country club they've chosen as their venue is easy for their destination guests to get to during the day, but tough to depart from at night because of the curvy mountain roads and fewer street lamps thanks to the city's light pollution ordinances, not to mention the open bar factor on their guests' sense of judgment. They likely don't know that the specific flowers they saw in a styled shoot and now want at their food stations for their courtyard reception attract bees.
Your job as a planner or photographer or transportation company or florist or caterer is to guide them through these decisions. You are not an order taker. You are the expert. There are plenty of wedding pros who cost a lot less than you do who would be a better fit for a couple who just wants someone to do exactly what they say, no questions asked, no expert input required.
If you are going to charge expert-level prices, you need to provide expert-level work. In contrast to this, if you are not an expert, you need to be charging amateur prices. Hopefully you’re able to get past whatever hangups you may have about calling yourself an expert. The wedding industry is better when the creative entrepreneurs in it confidently bring all their gifts to the table.