The Art of The Tour
Susan Landfried ~ Venue Owners & Planners Org
June 10, 2025
Create an atmosphere they'll fall in love with! Stage your venue as if they are walking into their own wedding day!
Stage Your Venue When couples walk into your venue, you should have a variety of tablescapes set to inspire them as to how your venue could look on their wedding day. And I don't mean having random sets of dishware or charger plates set out or a stack of linens for them to thumb through. Save those displays for your decor room. I'm talking full on tablescapes with linens or table runner, centerpieces and full place settings at every seat around the table.
Have all the low lights on such as soft yellow string lighting, fabrication and draperies hung to soften bare ceilings and walls.
Decor items placed strategically throughout the venue to make your venue shine! There is nothing special about a blank venue.
We like to believe that couples can envision their vibe and style on your blank slate. But more often than not, they do not have a clue what they are looking for. So, inspire them!
Find out in advance their colors or theme if they have one and run with it! This will open the door for more conversation as you move through the venue and offer opportunities to upsell any decor items you have available for them to rent or purchase.
Highlight Your Unique Features
What sets your venue apart from all the rest?
Do you have something no one else has?
Do you offer more value in your packages?
Are there services you offer that others don't offer?
Highlight your strong points and unique features while keeping it relevant to the couples needs and wants.
Don't talk about irrelevant features, services or decor that may not be important to the couple.
Closing the Sale
Suggest offering limited-time discounts or bonuses for early bookings for example, you could offer $500 Off the booking deposit if you book with us within 24 hrs. Offer a 3-day window to receive a lesser discount. Offer a perk or a give-away something that doesn't cost you money, like offering free some rental items from your inventory, like linen or centerpieces. You could also offer an extra in-house service or anything that doesn't cost money to provide.
"Have you toured any other venues or are we the first?"
What is it that you are looking for that you've not found at the other venues you've toured?
"Can you see yourself getting married here"?
Ask for their business...Here are some subtle but direct ways to ask for the sale without being pushy
"You seem to really love the venue. Can I go ahead and reserve this date for you?
It seems like we are a really good fit for your special day as it looks like we have everything you're looking for in a venue.
We'd be so honored to host your special day. Can I go ahead reserve that date for you on our calendar?
If they are hesitant, find out what is holding them back...
"Is there anything that is preventing you from booking with us today?"
"If there was one thing that I could offer to you, what would it be?"
"What can I do to earn your business today?" "We'd love to hear your thoughts or any questions you might have!"
Leverage Testimonials - Highlight the power of sharing past client testimonials to build trust.
Take Aways - Have pricing, packages and menu information to send home with them to look over and compare. Have a parting gift. i.e. A giftbag with a water bottle, pen and planner with your logo imprinted on it. o help keep you top of mind. Mention any upcoming events like Taste and Tours, Open Houses or Meet and Greet the Vendors, you might be hosting.
Follow Up - Ask them for a specific date and time to call them within 24-48 hours to go over the estimate that you'll be sending them. Provide contact information and a call-to-action to subscribe or follow your social media channels.
In Summary - Let's face it, when couples come to tour your venue, you only have one shot at making a good impression. We have all heard the saying that "first impressions are lasting ones" This is your opportunity show of your venue to at it's finest. But most importantly, this is the only opportunity that you'll have to make that connection with the client. This is what will ultimately win them over. Showing genuine interest in their vision and offering sincere solutions to their objections helps to build trust. When couples trust you and they know that you are sincerely interested in them, and what they want, they will want to work with you. And that's a win-win for everyone resulting in filling your calendar with ideal clients every time!
