How to Get on a Wedding Venue's Preferred Vendor List
One of the questions I get most often in my Planner’s Vault membership is: How do I get on a wedding venue’s preferred vendor list? Being on a wedding venue’s preferred vendor list leads to more client inquiries, more relationships with other wedding industry pros, and, ultimately, more weddings booked! Keep reading for my tips to stand out when working to get on a wedding venue’s preferred list, along with some networking mistakes to avoid along the way.
Mistakes to Avoid When Trying to get on a Wedding Venue’s Preferred Vendor List
Avoid sending cold emails to venue coordinators. Venue coordinators get up to ten cold emails a week, and seeing the same ol’ same ol’ gets old quickly, and it gets the planner nowhere in building a true connection.
Don’t target the same venues as every other planner. Just because a wedding venue is popular or expensive doesn’t mean you need to target that venue. In fact, it likely makes it more difficult to get on that venue’s preferred list. Instead, look for venues that are off the beaten path and that align with your business values and ideal client. For example, it could be a brand new venue versus the ones on everyone’s bucket list.
Don’t forget that when you work a wedding day at a venue, you are building your relationship with the venue. It’s important to go the extra mile and put your best foot forward. Truly exceeding on a wedding day can turn into referrals.
Tips on How to Stand Out When Trying to get on a Wedding Venue’s Preferred Vendor List
Do your homework and learn about the venue. Check out the venue’s website and social media to learn who is managing the vendor referrals. It’s important to remember that the outward salesperson may not be the one making referrals. One strategy to identify the person making referrals is to Google “venue wedding sales manager.” Their LinkedIn profile will typically come up in one of the first few listings. Sometimes their title is “social sales” or “catering manager,” but you can dig online to find the right person to research and ultimately contact.
Look at a list of venues that you’ve already booked weddings at in the upcoming year. Begin with these venues and start to build those relationships. You have an easy way to shine while you’re planning!
On wedding days, make sure you take notes of any staff member or venue personnel who do a great job during the wedding day. Later, send an email to their boss about the great employees. Also, you can write reviews online and speak directly about the staff that was wonderful to work with. This won’t go unnoticed!
Go above and beyond! If you’re a DJ, make a Spotify playlist to send to the venue coordinator to listen to while setting up. If you’re a planner, offer to bring coffee upon your arrival. If you’re a baker, make a small six-inch round wedding cake for the venue/vendor staff to try. Going the extra mile really makes you stand out from the crowd, and the wedding venue’s staff is sure to appreciate every gesture!
Network where the venues are. Venues often don’t go to networking events. Therefore, it’s important you find where they are. For example, join organizations like NACE to build a face-to-face relationship with a venue employee. It may not be the right person, but they can introduce you to the right contact. Trusted introductions mean so much.
Offer services to the venue. If you’re a photographer, you could offer new, fresh headshots for the venue’s staff. If you’re a planner, offer to plan an open house, a company holiday party, a charity gala, a styled shoot, or wedding day management for an existing client on their books. It needs to be mutually beneficial, so if you’re newer, figure out what you can offer. Go above the box of chocolates at Christmas. Everyone gets the same gifts at the holiday season, so instead, try holiday gifts in July instead! A good way to collect addresses is Postable. This allows you to gather information like birth dates, anniversary dates, mailing address, etc. to surprise and delight your key wedding venue contacts!
Ultimately, if referrals are part of your marketing plan - and they should be - it’s important that you are intentional and strategic. I hope these mistakes to avoid and tips for success are helpful as you network with venues in your area! Leave me a comment if any of these tips work for you! Additionally, have a listen to Weddings For Real episode 168 with Shannon Tarrant, owner of Wedding Venue Map, who shared tips from her experience in the wedding industry as a wedding caterer and wedding coordinator.
Want to learn more about networking with wedding venues and wedding vendors? Consider joining my membership, The Planner’s Vault. In it, there’s wedding planner education and wedding planner resources for networking and more. Read more about The Planner’s Vault!
Download my FREE guide
