Wedding Industry Biz

Creating Meaningful Client Relationships

By Lane’ Richards

It’s the middle of wedding season and you have a million things to do to. The last thing on your mind is wondering when you last checked in with your client. Whether that’s someone who may have just booked your services, or a client who’s wedding may not be for several months. You’re not thinking about how to continue nurturing your client relationships as you can’t even keep up with the emails piling up in your inbox.


Here are a few tips on how you can create and maintain a meaningful client relationship without compromising your time and workflow.


Over communicate

Once you’ve booked a client, what’s your follow-up game? How do you first thank them for them trusting you with the details of their wedding? Do you check in with them regularly? How do do you communicate important policies or details including reminders? How soon before a wedding do you confirm the details? What’s your game plan after the wedding?

The last thing you want your client to feel is that you’ve fallen off the face of the earth. Create an email sequence that’s scripted and in template form which will not only save you time, but create consistency in your messaging. To get started, create a timeline beginning with the time they sign the contract. End your timeline on either their wedding date or, better yet, their anniversary date. Why their anniversary date? Because it’s another opportunity to catch them by surprise and mail them an anniversary card. You never know when they’ll need your services again so stay at the top of their mind.

From there, start mapping out intervals of when you want to send your emails. Automate your process by utilizing a Client Relationship Manager (CRM). A good CRM allows you to send emails while you’re working, based on a timeline workflow.


Serve not sell

One really important thing to remember is that while you may have helped plan hundreds of weddings, this is likely your clients first. As the saying goes “you don’t know, what you don’t know” and couldn’t be more true for a bride or groom planning their big day. As a wedding professional, you’re not only solving a problem for your client, you’re educating them along the way. When you stop thinking about your client as a transaction and start looking at them as someone to serve, big shifts begin to happen in your business. You’ve not only taken the stress off of you, but your clients will truly start to feel heard and that you’re there for them, not a paycheck.


Don’t rely solely on email

We’re addicted to email, but that doesn’t mean your client is. In fact, they may not be receiving your emails and you’d never know! To help save time on quick questions, send a text or better yet, pick up the phone and call them. This can eliminate countless follow-ups and take the stress off your clients thinking you’ve disappeared.


Give your full attention

You’re on a call with your client but in the background you’re also checking email. You think you’re being productive, but did you know multitasking is a myth? That’s right, there’s no such thing. What you’re doing is called task shifting. This is where you’re shifting your attention back and forth from one thing to another. Studies have shown that it can take up to 17 minutes to shift your full attention back to what it was you’re doing. So when you’re in a client meeting, give them your undivided attention. If you don’t, you’re not only likely to miss out on them saying something important, but you’re giving away precious time. And besides, your client will know when you’re not truly present. You want a relationship that demonstrates professionalism and that their time is valued.


With these tips, you’ll have a system in place allowing you to be more productive all while creating raving clients.


Lane’ Richards is a multidisciplinary entrepreneur and creative behind Something Borrowed Portland, an award-winning event design and specialty rental company based in Portland, OR. Her newest venture, Wedding Pro Coaching, offers mastermind business coaching and educational programs to wedding industry professionals who need help building, running, and growing their businesses in the crowded wedding industry.

Timeline Genius

Feature Update: Use Bulk Actions to Collaborate Seamlessly on Your Timelines

I’m delighted to announce that we have now added a bulk action feature to help you collaborate even more seamlessly on your timelines!

As you know, Timeline Genius lets you invite your clients, vendors, and venues to access timelines online. And you can manage each person’s access rights on anitem-by-item basis (making items ‘viewable’, ‘hidden’, or ‘editable’).

With the new bulk action feature, you can instantly change the access rights for as many timeline items as you want. So you can zip through your timelines and easily configure collaboration settings to your liking.

To see a quick tutorial on collaboration and the new bulk action feature, just check out the video below.

We hope this new feature saves you time and helps you shine on like the rock star you are! 🙂

We’ve got more exciting features coming soon, so stay tuned for updates!

Wedding Industry Insider Podcast

WII 036: Andy Kushner Delves into Deep Lessons for Wedding Industry Success

Wanna go beyond strategies and tactics to explore core lessons for succeeding in the wedding industry?

If so, then this podcast episode is for you!

Andy Kushner is a dynamic, passion-fueled leader in the event industry. As CEO of the award-winning entertainment design company, Andy Kushner Entertainment, he’s found a unique way to channel his love for music, business, and life.

Andy is also the creator of The Wedding Biz podcast, where he’s hosted the likes of Preston Bailey, Colin Cowie, David Tutera, Sylvia Weinstock, Carley Roney, and more.

In this interview, Andy shares some of the most profound lessons he’s learned from his 20 plus years of business experience and from his in-depth conversations with top influencers in the wedding industry.

Here are some of the key points Andy addresses:

  • How to find and get mentors that will help you succeed in business
  • The importance of investing in yourself
  • How meditation can make you better at business
  • How to create genuine professional connections
  • Why it’s important to continuously reinvent yourself
  • How to let your intuition guide you to desired results
  • How planners can work optimally with their partners (vendors)
  • His best advice for wedding industry professionals

To hear this value-packed interview, you can press the play button below. And be sure to subscribe to our podcast in iTunes.

Thank you Andy for sharing your experiences and insights with all of us in the Timeline Genius community!

Timeline Genius

New Feature: Autosave Is Here!


I’m delighted to announce that we have now added an autosave feature for you!

This feature was requested by an awesome group of planners in our new Timeline Genius Facebook Group, and we think it’s going to be super helpful for everybody.

In short, you don’t have to worry anymore about losing edits when you’re working on timeline items or text sections.

If you forget to click ‘save’, it’s no issue because Timeline Genius autosaves your edits for you in real time!

To see the new autosave feature in action, just check out the video below.

We know you’ve got a million things to manage when you’re planning events. And ‘autosave’ is just one more way Timeline Genius can help lighten your load.

We’ve got more exciting features coming soon, so stay tuned for updates 😉

Wedding Industry Insider Podcast

WII 035: Sara Dunn Reveals 5 Must-Know SEO Basics for Wedding Planners

What if you could get thousands of potential clients to visit your website every year? And what if you didn’t have to pay for this steady stream of valuable traffic?

If you wanna harness the power of search engine optimization (SEO) for your wedding planning business, then this podcast episode is for you!

READ MORE “WII 035: Sara Dunn Reveals 5 Must-Know SEO Basics for Wedding Planners”

Wedding Industry Insider Podcast

WII 034: Alan Berg and Brian Lawrence Help You Position Yourself as an Industry Expert

Wanna learn how to position yourself as an industry expert and book more clients?

If so, then this podcast episode is for you!

READ MORE “WII 034: Alan Berg and Brian Lawrence Help You Position Yourself as an Industry Expert”

Wedding Industry Insider Podcast

WII 033: Lane’ Richards Reveals How She Achieved Explosive Revenue Growth

Wanna learn how to dramatically increase your revenue as a wedding industry professional?

If so, then this podcast episode is for you!
READ MORE “WII 033: Lane’ Richards Reveals How She Achieved Explosive Revenue Growth”

Timeline Genius

Feature Update: Customize Your Timelines by Reordering Sections

Timeline Genius now lets you reorder all of the sections of your timeline to suit your own personal preferences and style!

As you know, our software lets you include a wide range of sections in your timelines — including scheduled items/activitiesremindersnotesvendor and venue contactsfilesfloor plans, and any other information you want to see.

With the new Section Reordering feature, you can present your timeline content to your clients, vendors, venues, and team in the exact order you want.

To see the new Section Reordering feature and our improved design, check out the video below.

We hope these latest improvements help you work with greater ease and flexibility, so you can continue to wow your clients 🙂

We’ve got more exciting features coming soon, so stay tuned for updates!

Wedding Industry Insider Podcast

WII 032: Bernadette Smith Helps You Book and Plan Same-Sex Weddings

Wanna learn how to market your planning business to same-sex couples? Wanna learn how to plan same-sex weddings the right way?

If so, then you’re gonna love this podcast episode!
READ MORE “WII 032: Bernadette Smith Helps You Book and Plan Same-Sex Weddings”