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A Wedding Business Podcast - Tips and tricks to, grow and sustain a amazingly successful wedding business in a way that's is fun and gives you tons of freedom.
Welcome everyone to the Wedding Pro Academy Podcast. I'm Nicole, your host. I'm an expert in the wedding industry and I've personally built two 6 figure businesses from the ground up. I am obsessed with building businesses that make lots of money but do so in a way that also create luxurious amounts of freedom. So if you're looking to build, grow, or scale a wedding business in a way that doesn't burn you out, and you'd love some guidance from someone who has done just that, this podcast is for you.
Nicole:Each week I'll cover strategies, tips and tricks that will give you your dream wedding business too. Thanks so much for tuning in today. Let's dive in! Hello everyone and welcome to episode 36! Today we are going to be talking about four beliefs that create consistent sales in my 6 figure wedding business.
Nicole:The reason why I got into this whole idea about what beliefs are behind consistent sales is because have a friend her name is Nicole. My name is Nicole also. We are the two Nicole's. We used to play soccer together in high school. We've been pretty close friends for decades now and what's really cool about the two of us is that we both started our own businesses and we've been at it for like a long time now.
Nicole:I started a bit before she did. I've got a little bit more experience under my belt. I've also now built and scaled several businesses so my knowledge on how things work is a little bit different from hers and so I get to help her now where she's at which is a place that I can remember being at. It feels like not that long ago even though it was a long time ago. So what happens every so often is that Nicole will call me and she'll be like Oh my god Nicole!
Nicole:That's how she sounds. Oh my god Nicole! I can't I'm like so I don't know what's going on what's wrong. I don't know I feel so stressed out. I don't know what's going on with my business.
Nicole:I'm stuck and I need your help. And then I ask her like, Okay, what's going on? And she's having trouble closing sales. So she says, I'm not good at sales. As she's telling me all of this, I'm kind of diagnosing the problem, which is what I want to share with you guys.
Nicole:Even though her business is not in weddings, this is very relevant to weddings and to all businesses in general if you are trying to close clients and make sales. So the problem that she's having is that she's not closing sales. And here's the action she's been taking because it's not because she hasn't been doing anything. She works her ass off. Like this girl is fucking down to put in the time, the energy, the effort.
Nicole:She wants it bad, you know? She's putting in a lot of time and she's actually got a lot of people reaching out to her, but she's not closing the sales. And the action she's taking is that she's reworking and reworking and reworking her sales calls, trying to get this perfect concoction of the perfect stuff to say to get them to move forward and buy or work with her. She's trying even to create a belief shift within the client to get them to buy because she's heard other coaches say you just have to get them in the space where they believe in themselves because you believe in them or whatever and that feels a little bit manipulative and uncomfortable to her. The other thing she's doing is she's beating herself up about each call that she doesn't close.
Nicole:So those are the actions she's taking. The belief that she has underneath all of this is that I'm not good at sales and I'm doing something wrong. But the actual problem is nothing to do with her not being good at sales. The problem is that she isn't fully believing in her value. She isn't rooted to her value.
Nicole:And the second part of that is she hasn't yet mastered how to communicate her value. So how do I know this? It's because I can just hear it in her voice when she's talking to me and it's because I've been there. I can remember feeling like this too going into consult after consult with new clients, new couples, and changing things and redoing things and making brochures and trying to get it better and trying to figure out what the hell I'm doing wrong because I'm not booking them. I'm putting so much effort into these calls or these meetings.
Nicole:And then they decide, Oh, we went with somebody else. Like, what the fuck? After doing this so many times, it starts to get really frustrating. You start to feel like you're not good enough, and so I know where she's coming from. But now I never get into that energy, and it's because I'm insanely rooted to my value.
Nicole:So getting back to my friend Nicole, here's what it kinda looked like for her. She's, as I said before, not lazy. She's working her ass off. She's doing social posts daily. She's doing TikTok and Instagram lives and talking about what she does.
Nicole:She's doing workshops and she's got this following now because she's consistent. She's showing up and she has people reaching out to her consistently but she's not closing them. Because she's not closing them she isn't making as much money as she'd like and she feels like she should be making more money by now. She's been at this for a long time. Because she's only making a couple thousand a month, she's beating herself up about it feeling like a failure, she's not allowing herself to feel successful, she's not celebrating herself at all, she's not having her back.
Nicole:She's not being kind to herself or supportive of herself for all the work that and effort and time and energy that she's put into her business. Which is a lot! She needs some acknowledgement. She needs to be giving herself some acknowledgement and she's not doing that. So she's in this circle of I suck and it's going around and around and it's in her energy.
Nicole:This makes her question herself. Right? When she's questioning herself, it comes out in her voice, in her energy. When she's on a sales call, she's doubting herself on some level. Even if she's not aware of it, she feels confident in her product.
Nicole:She's doubting that she's going to make the sale and people are picking up on this. When the potential client has an objection, there's something that they're like I don't have enough money or whatever the objection might be, she gets frazzled and frustrated and she feels like at this point she needs to pull out some fancy sales magic and some manipulation technique to sway them to move forward. She thinks if she just figured that part out then everything would be perfect and she'd book them. But she's tried different ways of dealing with objections and none of them feel authentic to her. They feel kind of sleazy and like manipulation and she doesn't like that.
Nicole:She doesn't know what to do at this point and this is where she loses the connection with the client and sort of lets them go. What she makes it mean at this point is that I'm bad at selling or I suck. Could see why she would feel like she's bad at selling because she's not closing clients, she's not making sales. So if you're feeling like you can't close the sale and like you suck at selling, I think this episode will be incredibly valuable for you because this is kind of what I told her. This is what my friend Nicole was missing in that whole scenario and the part that I now have that I was missing back then too.
Nicole:It's very common for newer entrepreneurs people that are building businesses to feel this way. So don't feel alone if you are feeling this way, if you're struggling with the same kinds of things. But this is what you're probably missing. Nicole was not rooted to her value. So for me, that's the first part, okay?
Nicole:Very important part. She wasn't fully rooted to her value. So for me, rooted to my value, it feels like this. I'm the best of the best at this. I'm the best of the best wedding planner, and I know this.
Nicole:I know what I have to offer is insanely valuable. I know that they need me. I know that once they work with me, I'm going to exceed their expectations. It's more than just the package, it's the service, it's the experience, it's how they're going to feel on their wedding day. All of that is insanely valuable and totally worth the cost.
Nicole:I know she might not fully and by she I mean the client, the couple, the bride might not know exactly what they're missing out on. I know that she isn't really understanding yet why she needs me all the things that I offer, the experience that I'm going to give her, the way she's going to feel after she books me. She doesn't know any of that yet so I need to educate her. I need to let her know because by me educating her is going to help her. I'm going give her her dream wedding day and she deserves that and I want to help her understand it.
Nicole:Even if she doesn't book me, I'm going to help her as much as I can right now. That help could look like me helping her figure out how this is all going to work. Me helping her figure out how she's not going to be stressed anymore when she books with me. Me helping her figure out how she's going to feel so much more ease and excitement and joy when she books me. I know that for a fact because I have proof with my past clients and I know that's what I bring to the table and I'm extremely rooted to this value that I bring.
Nicole:Okay? So that's kind of like the place that I'm coming from now when I get on sales calls. This helps me to book clients very, very consistently. The other part, part two, of what Nicole is missing is that she hasn't mastered communicating her value yet. The reason she hasn't mastered communicating her value yet is simply because she doesn't a thousand million percent believe it.
Nicole:Because once you fully believe it, it won't feel like selling. It'll feel like helping. You'll start to see the client or the bride and groom as someone who just needs help and you know their problem. You know that problem really well and you know you're the solution. Why wouldn't you just help them?
Nicole:You could be giving little bits of help during that call. You'll start to look very closely at the client's worries, concerns, stresses, problems and then be able to show them a very unique solution just for them. So, you'll be able to take them from point A to B easily. That's how you master this communication. You're like, Okay, I know you're here and you feel like this and you're dealing with all of this, but this is how we're going to get to here and this is why you're going to feel this and these are all the things that I do that are going to make things so much easier, so much better, so much simpler.
Nicole:Your life is going to feel like this afterwards and this is why you need me. So, you have to be able to show them how to get from where they are to where they want to be through examples, through feelings, and this is all going to come from a place of authenticity. It's never going to be salesy or manipulative and that always feels really good inside. It's going to feel like connection, like you're just talking to your best friend not like you're on a sales call. That's like the difference in the feeling behind the call and that makes a big, big difference in how the client perceives you and on whether or not they want to work with you too.
Nicole:Because they don't feel pushed, they don't feel manipulated, they don't feel like you're giving off graspy, needy energy. They're just like, Oh, I love this girl, she just wants to help me. So, let's get back to a quick recap. The problem is that you can't close the sale. Or if you want to put it in wedding terms, you aren't booking weddings.
Nicole:Right? The action that you're taking is that you keep changing up the way you do sales calls, the way your first communication is and this might be emails, the way those are worded because you're trying to get this perfect concoction that is going to make you, you think, get more sales. And all of this, there's some element of you trying to prove your value. It might be like throwing in extra stuff, like if I throw in this extra stuff then they have to book me. And doing this all for free.
Nicole:Just giving too much away. And then what happens is that if they decide not to move forward, you make it mean something negative about you. Right? And that is all because of the belief that I'm not good at sales, that I'm doing something wrong, that I'm not doing this, I'm not good at this! So here's the lightbulb moment I want you to have: It is not a sales problem.
Nicole:It's a belief problem. The actual problem is that you aren't fully behind your value. This could be how valuable your service is, your offer, your end product, your result, the experience is. It's different for every business so you need to get fully behind the value that you bring. And then number two you haven't mastered communicating this value.
Nicole:So none of this has anything to do with your worthiness. You are always fully worthy no matter what that's a given. Your business is entirely separate from who you are. Your business is just something you're learning to master. It's just like, you know, it's a new thing.
Nicole:You're figuring it out. It has nothing to do with who you are as a soul, as a human, because that part of you is always 100% worthy and that's the part that you need to kind of care for and love and be kind to because that part is always trying, is working her ass off, she's putting in the time and the effort, she wants this bad. Let's encourage her instead of beating her up for trying. Here's the solution. You need to start with number one because you need to be fully rooted to your value before you can communicate it.
Nicole:How do you root to your value? If you have the same problem as Nicole, I want you to do this. I want you to spend fifteen minutes a day, every day, for a full month, rooting to these four beliefs. Get a pencil out and write these down because they're so good and these are beliefs that I fully believe in, that I'm fully behind, that I think help me to book weddings consistently, that help me to get clients consistently. These would actually work in any business if you want consistent sales.
Nicole:These are beliefs you need to have to be fully rooted to, to feel 100% behind. One. What I have to offer is incredibly special and insanely valuable. Number two: I am the best of the best at what I do. Number three: My people are coming.
Nicole:And number four: They need what I have to offer. So what do I mean by rooting to these values and spending fifteen minutes or thirty minutes? If you have the time, the more time you spend the more results you'll see. Take those four beliefs. I want you to write them out on your phone in the notes app or in a journal on paper.
Nicole:If you're old school like me, actually think writing in a journal gets it ingrained into your brain a little bit better. You're going to write out that first sentence: What I have to offer is incredibly special and insanely valuable. Then, I want you to find all the times that you can prove this to be true. How can you prove that what you had to offer was incredibly special and insanely valuable? Did you have a client that was like Oh my god, loved working with you!
Nicole:That was the best! It was the best wedding ever and I can't wait to tell my friends about it. I hope that I can write you a testimonial. Did you have an experience like that? Did you have and it doesn't even have to be work related.
Nicole:It could be anything, right? You can have anything that you can remember where you were. You remember that something you did was incredibly special and insanely valuable. Like, I made this mango bread this weekend from all these mangoes that I have leaving around, around my house and they were all going rotten. It took me a long time and it was a lot of work and it came out so good and I gave it away to my friends and everybody loved it and that was something that I made that was incredibly special and insanely valuable because they got to enjoy it with their coffee and it was so good and it made their whole morning and it was like the best!
Nicole:That's like one more proof. Find little spots in your life that you did something, you offered something, you brought something to life and that was incredibly special and so valuable. So you'll do that with each of those things. Remember the four things are: What I have to offer is incredibly special and insanely valuable. Number two: I am the best of the best of what I do.
Nicole:So an example of that could be like: I am the best of the best wedding planning, at planning these intimate destination weddings for groups of 40 or less and I'm the best of the best because of the experience they get. They go from being super stressed out to being happy and excited about their wedding and stress free. I know that I'm really good at calming their nerves before they walk down the aisle. That's why I'm the best of the best. I know that I'm really, really good at managing vendors and making it so that the timeline runs super smoothly.
Nicole:That's why I'm the best of the best. I know that I'm really, really good at making sure that they know exactly how the day is going to unfold before they even arrive on-site so that they're not worried or stressed about anything and they get to really be fully present in the moment. That's why I'm the best of the best. I know that I am there helping them through photos making sure that they don't look sweaty or makeups running down their face or their hair is going across their forehead in a weird way and I handle all of that plus I'm checking the waves so that they don't their dress doesn't get wet or whatever and that makes their photos incredibly beautiful because I'm in the background handling everything. That's what makes me the best of the best.
Nicole:How are you the best of the best at what you do? What do you do that's different that makes you the best of the best? Now the third one: My people are coming. You're going to write that down as a title and then journal on how you know your people are coming because even when I have weeks of nobody reaching out somehow somebody finds me and then I book them. I know they always come.
Nicole:Even when I haven't closed a sales call in a week, Then there'll be a week where I close three of them out of nowhere because I know my people are coming. It's always the right people. My people are coming and it's the right people for me. I know that my people are on their way to me now because of the weddings that I have done. They've always been with these so cool, amazing, perfect couples.
Nicole:The kind that are just meant for me. Those are my people and they are coming. They always find me. They are coming. You want to go down that route with my people are coming.
Nicole:Find little ways to prove to yourself how people find their way to you. Keep on journaling like this until you can feel it and you know that it's worked when you start to smile a little, you start to get on a rant, when your pen just goes a little wild and you can't stop writing and you get excited about it that's how you know this is working. The last one: They need what I have to offer. Why do they need what you have to offer? You'll write that as the title: They need what I have to offer.
Nicole:Then, you're going to find proof of how, in the past, people have needed exactly what you have to offer. So, my kids they needed breakfast this morning. They needed exactly what I had to offer. They needed it so that they could have energy for school and do really, you know, get through their workday and not feel irritated because they didn't eat. That is one little proof that they need what I have to offer.
Nicole:They needed it from me. With weddings, it's like the way that I execute the day of the wedding is seamless. It makes everybody, all of the guests, all of the vendors, the bride and groom feel like everything is unfolding naturally and I know that I am an expert at this and I know that their day is going to feel really easy, really seamless, really perfect. That is something they need. They need what I have to offer.
Nicole:You see where I'm going with this? It doesn't have to be about your job per se or your business. It could be about anything, but you have to prove to yourself that you are necessary, that people need what you have to offer. Those are the four things that I want you to start journaling on. I want you to do it.
Nicole:Start with fifteen minutes a day. If you can get up to thirty that would be even better and do it for thirty days. Then I want you to message me on Instagram com. Attheweddingproacademy. Then I want you to tell me if you made some sales because I guarantee you if you do this consistently, people will be drawn to you.
Nicole:Your energy will change, it will shift, you will book more weddings, you will make more sales. Do it for a month, like commit to it and then message me and tell me what happens because I can bet you that this is going to work for you and I swear to you, you will book more weddings. It's because people want to buy from people that are 100% confident in their services. Your belief in your value is magnetic. It is literally an energetic vibration that people will feel drawn to.
Nicole:And it's what a $100,000 a year 6 figure business is. It's what they have that you're probably missing if you're not at the 6 figure market. And the belief in your value, that is an inside job. So it's not a when I make a $100,000 then I get to feel valuable. I get to feel worthy.
Nicole:Then I get to feel like I'm enough. No, it doesn't work that way. You have to feel insanely valuable in order to close the sale, in order to make the money. That's how this universe works. Doing it this way, once you understand it, it really works like magic.
Nicole:I hope that you guys found this episode helpful. If you liked this episode, I've got more for you. You'll definitely want to grab my five Secrets of Successful Wedding Businesses freebie. In that, I'll show you what 6 figure wedding businesses are doing that you probably aren't. You can find that at weddingproacademy.com and just click on the freebie link on the top.
Nicole:One more thing. I want you to remember it's not a sales problem. It's not a plateau in the wedding industry. It's definitely not an issue of you sucking or you not being good enough or you being shitty at sales. It's just two things.
Nicole:You are not rooted to your value that's affecting your energy which isn't making you magnetic to new couples. The second half is that you haven't mastered communicating your value because you aren't fully rooted to it yet. Remember how to get fully rooted to your value: Start rooting to the beliefs that I gave you, the four of them, right? What I have to offer is incredibly special and insanely valuable. I am the best of the best at what I do.
Nicole:My people are coming and they need what I have to offer. Remember, you are not meant to play it small. Because if you were, you wouldn't be listening to this podcast. You'd be like jamming out to music right now. This business shit would be boring.
Nicole:Like, you wouldn't be building a business because business building, being an entrepreneur, is the hardest route. It's fucking hard and it would be so much easier to just get a nine to five job. Entrepreneurship is really, really hard. The reason I know this is, well obviously because I've done it, but twenty percent of new businesses fail in the first year. Fifty percent of those twenty percent will not make it past their fifth year.
Nicole:So, are you past five years? Because that means you're a rare diamond. You are willing to grind. Right? And then sixty five percent of those businesses that made it past the fifth year fail within ten years.
Nicole:That is crazy. That is like saying that if you are on this route, you are very rare, you are very special, you are someone that likes to do hard shit and make things happen, and you are going to figure it out. I know that about you because you wouldn't be here if that wasn't the case. Here's another cool fact. In 2019, only twenty nine percent of business owners were women.
Nicole:So, that's such a small percentage and of the other small percentage of people that have even started businesses. Then in 2025, there were 49% businesses that were owned by women. So women have been taking this huge jump. We are fucking down to make shit happen. We are all in.
Nicole:We are making it happen. We are not giving up. I am here for you. I'm here to help you. I'm so behind you.
Nicole:I'm so proud of you. I just wanted you to take a minute to just acknowledge yourself because it's a big deal whether you are male or female. But definitely if you're female, are making it happen and you are not giving up. Stick around, definitely grab my freebie, The five Secrets of Successful Wedding Businesses. You can find that again at weddingproacademy.com click on the freebie link and I hope that I left you a little bit inspired and feeling a little bit special because you are!
Nicole:And I cannot wait to talk to you guys again next week. Bye for now!