4 Things Your Clients Wish You Knew

Despite our clients’ wishes, event professionals are not mind readers. We can make educated guesses, but we can’t predict someone’s favorite color or cuisine off the bat. Instead, we must engage and communicate with our clients to uncover their unspoken expectations. Whether they’re hesitant to voice their opinions or simply aren’t yet aware of what they want, unveiling their hidden desires is key to executing a successful event.

Fortunately, you don’t need the gift of clairvoyance to learn the common “secrets” that clients wish weren’t so secret after all. Here are four typical expectations, demystified — use them to enhance your sales process and elevate your client experience.

They aren’t scared to discuss their budget.

Talking about money feels awkward, but that isn’t a reason to tiptoe around the budget conversation. Many event professionals believe prospective clients are hesitant to discuss money, but that generally isn’t the case. Instead, they value transparency around pricing to quickly determine what they can afford before setting unrealistic expectations.

The money talk also allows you to demonstrate authority and build trust with potential and current clients. They are seeking guidance on the planning journey, and as an expert, you are in a position to share advice for saving money and creating a realistic budget. Broaching the subject might feel uncomfortable at first, but trust that most of your clients aren’t scared to talk about money. If anything, they’ll appreciate help planning a celebration that doesn’t break their budget.

They don’t need an instant response.

Event professionals experience a lot of pressure over responsiveness. While timeliness is vital, people do not expect a response within minutes — especially if their communication requires a thoughtful response. Replying within 24 hours is a respectable standard; don’t feel like you must have an eye on your inbox at all hours. If a message arrives after hours or during an event, save it for later or have a team member respond on your behalf.

For more involved responses that require more than 24 hours to work through, send a quick reply to let them know you’ve received their email (or text) and when they can expect to hear back. Setting communication boundaries ensures you can meet your clients’ needs without feeling chained to your inbox.

They want more tech.

In today’s society, people are constantly connected to their devices. From office computers to smartphones, we have been cultured to rely on technology to do everything from scheduling a doctor’s appointment to checking who’s at the door. Naturally, people expect that tech dependency to carry over into event planning.

Virtual consultations, 3D design software, and project management platforms — these are just a few of the tools that wedding professionals can leverage to meet their clients’ digital expectations. Modern consumers value efficiency, structure, and collaboration, all of which are elevated when incorporating more technology into the client experience.

They want to work with a human.

It might seem obvious to state, but your clients expect to work with a person. It’s common for event professionals to hide behind their business and brand, but don’t lose sight of the real reason they’re interested in booking: you! While a pretty logo and some email auto-responders can help attract leads and move them along your sales funnel, your clients expect to work directly with you and connect on a more personal level.

From the initial consultation, ask questions and get to know their likes and dislikes. Where did they go on their first date? What is their favorite vacation spot? How do they enjoy spending their weekends? Learning these personal details will ensure they feel seen while providing you with valuable insights for planning an event tailored to their preferences. Likewise, demonstrating transparency shows that the personal connection goes both ways, further building trust with your clients.

Remember: Successful event planning is not just about logistics and aesthetics; it’s about truly understanding and connecting with your clients. By understanding and applying these unspoken truths, you can strengthen your client interactions and ensure their events are not just successful but memorable. Take the time to listen, adapt, and personalize your approach — your clients will appreciate it, and your business will thrive!

Kevin Dennis is the editor of WeddingIQ and the owner of Fantasy Sound Event Services, a full-service event company based in Livermore, California. Kevin is the founder of the Tri-Valley Wedding Professionals and the Incoming President of the NACE Foundation. He is also the host of two podcasts, Now That I’m Engaged, How Do I Get Married? and Mind Your Wedding Business.