Success as a wedding planner is only achieved with the support of other professionals in your local market. A strong network of wedding industry professionals gives you a constant stream of referrals and a network of trusted services you can recommend to your clients. Since networking is crucial to business success, let’s break down some best practices for effective and intentional networking strategies. 

Make Intentional Connections

There are so many wedding professionals in the market that you can connect with. While it can be fun to create friendships, it is smart to be very intentional if you are networking for business growth. Before you begin emailing and calling everyone in your area, consider the clients you serve and who likely helps the same type of clients. For example, if you plan weddings with a budget of $60k+, creating a referral relationship with a linen company that only serves DIY brides will not be very beneficial. You cannot refer business to each other because your clients are not a match for each other’s services.

To make sure that you are creating a network of wedding professionals that you can refer to your clients and who will be able to send you business, do some research. Look at their galleries and price lists (if available). This will give you a general idea of their ideal client, and you can determine if you are close to a match. 

Start Connecting on Social

Instead of jumping right to an email or phone call, follow and engage on social media. Many wedding professionals are contacted daily with emails asking for referrals or meetings to “pick their brains.” This type of request is off-putting and comes across as asking for a favor from the start. By connecting on social media first, you are learning about their company and helping their social media reach with your engagement. Once you consistently interact with them on social media, you can reach out on that platform and see how you can help them. 

Give More Than You Receive

As mentioned above, wedding professionals are inundated with requests for referrals, coffee chats, and other requests. The common theme is that they are being asked for something, which can be very off-putting. When creating an intentional connection, go into the relationship asking what you can do for them. Some ways to do that when  you are reaching out: 

• Ask if they are taking new clients and who their ideal couples are. This information is helpful as you build your referral network to serve your clients better.
• Ask if you can feature them in a blog post or social media round-up of wedding professionals in your area. 
• Invite them for coffee or lunch to get to know them better (and pay).

Lead with Authenticity

Similar to looking for ways to give more than you receive, lead with your authentic self. If you offer to meet for a coffee date to get to know one another, don’t show up with a pitch for why you should be their go-to wedding planner. People want to do business with those they know, like, and trust. That level of connection is developed over time. One meeting will not become a referral pipeline; you must nurture the relationship and check in often. Look for ways to connect as people, and you will create a business connection and a friendship. 

Creating a robust local network is the best way to grow your planning business. All of the paid advertising in the world cannot deliver the same amount of business that a strong group of local professionals who refer your company. Spend time creating meaningful relationships that benefit everyone and watch your business grow. 

*This post is sponsored by Markel Service, Incorporated

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