How Do I Move Forward?

As the world is stuck inside, your brain is working on overdrive. You’re dealing with sudden changes in your business, and you have a lot on your mind.

What’s the right move for my business? How do I decide? What do my employees need?

What do my customers need?

 You have made some hard decisions in the last 2 weeks- no doubt

You’ve had difficult conversations with your employees, your vendors, your bank, some conversations that you thought you would never have.

You have either furloughed, laid off or even terminated. You may have guided your team through the unemployment process and you may be running your business at 20% capacity or none at all.

 The only comfort that you may be feeling is that you are not alone. Everyone is dealing with this whether you are a business owner, manager or a team member.

 The reality is that the coronavirus has sent people to work from home, which means many of us in leadership positions are having to do so from a distance.

 Leading a company remotely is certainly doable and can be highly effective when done in a strategic way.

So today Let’s explore 4 Tips for Leading a Company during Covid that will help you to be a stronger leader, no matter how far you are from your team.

Learn to delegate

Delegation can be a scary thing for business owners, especially if they’re used to shouldering all of the responsibilities in the company. Take some time to learn the strengths and areas of improvement of your team members and allocate work to them accordingly. Once you start to let go, you’ll realize that most people are more than capable of picking up the reins and achieving success.

NEXT, Elect a second-in-command

It shouldn’t become an “every person for themselves” type of situation in your office. Choose an employee that you’re confident will step up and make sure the wheels don’t come off. Pick carefully; you want an employee that has shown you that they can and will step up to the plate when called upon. Not only will this person assist, but they will also be your main point of contact while you are busy dealing with insurance companies, vendors, banks, and the SBA.

Create open channels of communication

Just because you’re not physically present doesn’t mean you can put your head in the sand and disappear. Your team still needs you, don’t forget their world has turned upside down as well. Many are with children, homeschooling, taking care of relatives and just the uncertainty of what’s happening all around them.  So make a point to connect with them as much as possible. This could mean setting aside an hour or two for status meetings every day or it might mean using an app like Slack and Zoom to keep communication lines open in funneling the most important messages to them.

Be transparent

Assure them that you’re still overseeing the business, explain what actions you’re taking. They are watching the news- they see what’s happening, so hear out their questions and ease their worries as needed.

Leadership is not an inherent talent; it’s a skill, which means it can be honed and developed with practice. When leading a company remotely, communication is the name of the game — stay connected, remain transparent, and always be prepared to step up when needed most.

Yet, We Will Come Back

We all know right now that we are living through something historic. Something that literally came out of thin air- I realize that this has affected everyone in every industry around the world but I am only addressing the small to medium size businesses in the events industry.

We are trying to take care of our families, hold on to our businesses, console our employees and just trying to make sense of what is happening. Let’s look back in history and remember those early days of the 1980s where everything was in abundance the big & showy events and then we remember 1993’s recession where events were tightening budgets, lowering guest counts or not even having the events.. yet we came back. Then September 11 with the country under attack- The nation was paralyzed. American business stood still for almost a week, yet we came back. Then 2008 market crash Events- came to a halt- how could anybody celebrate when they were forced to lay off employees, slash spending The financial crisis in 2008 hit small businesses hard – in fact, harder than large firms. Many small businesses tried to find new ways to survive yet we came back Most of us never experienced a time when the doors of our businesses just closed - when there was absolutely no business. you walk the halls of your office ,your commissary , your studio, your warehouse where just weeks ago it was a hustling thriving business and now there is silence.

BUT.. We’ve been here before. History offers some important lessons on how we can deal with the coronavirus pandemic, about a decade ago the H 1 N 1 swine flu killed more than 12,000 Americans and hospitalized more than 274,000 in the US, The 1968 flu pandemic estimated number of deaths was 1 million worldwide and about 100,000 in the United States and the most severe pandemic in modern history happened in 1918 when the flu infected about 1/3 of the worlds population and killed an estimated 675,000 people in the US alone. If we look back in history and we remember those of us who lived in days of the 1993 recession, September 11th, 2008 market crash, we did not know how it was going to end and there was enormous anxiety and yet history tells us that each one of those situations we came through and we really did emerge stronger than ever before, history provides solace in perspective.

Small business owners have to make tough choices The coronavirus outbreak has global health consequences, and it puts many small businesses at economic risk. If your business is struggling financially due to the coronavirus, I found some resources that can help. The U.S. Chamber of Commerce put together this toolkit to help businesses and citizens alike understand how to navigate the coronavirus. There are guidelines on how small business owners can ensure they are keeping their customers and employees safe. The toolkit also includes a business checklist. This checklist can help you figure out what to prioritize and to create a plan of communication for your employees. Everyone is facing this crisis together, so be transparent about what your business is going through. Customers can empathize with brands facing a crisis, as long as you communicate with them properly.

The SBA announced it would offer disaster assistance loans for up to $2 million for small businesses affected by the coronavirus. These low-interest loans are available to businesses that have sustained “substantial economic injury” due to the spread of the coronavirus. These loans can be used to pay off outstanding debts, payroll and any other bills they are unable to pay. However, small businesses that have access to credit are not eligible. Small businesses with no available credit qualify for an interest rate of 3.75%, and nonprofits will have an interest rate of 2.75%. The SBA’s Office of Disaster Assistance will coordinate with state governors that submit relief requests. Once a state or territory is approved, these affected businesses will receive more information. You can find a regularly updated list of states where disaster assistance is being offered here. Even if your state is not yet offering disaster assistance you can begin to prepare to apply by looking over the information required.

Facebook said it would launch a $100 million program consisting of grants in an effort to help small businesses amid the coronavirus pandemic sweeping the globe.

For small business owners, running our companies can be all-encompassing. entrepreneurial ventures target high returns with an equally high level of uncertainty and this is one of those times.

I don’t have the answers- I’m living this right along with you. If you need to talk or just vent- I’m here for you- meryl@merylsnow.com

BIZBASH 1000 ... PINCH ME

Wait- what?

I am truly honored and surprised- yes- I know, it sounds like a typical acceptance speech. But, this award means a great deal to me. I remember so clearly in the early days of our business the sleepless nights wondering how we were to pay the mortgage. I knew, in staying with our vision and strong tenacity, we would succeed. However, I had the opportunity to collaborate with many fine and smart people that guided me with the many trials and tribulations of running a business. I always knew when it was my turn that I would pay-it-forward to an industry that I absolutely adore, an industry that has taught me to live my passion.

To be named as one of BIZBASH 1000 Most Influential Event Professionals in the United States in the category of Strategy & Leadership a thrill! Thank you, David Adler, & the BIZBASH team.

I found a community that thinks like me works like me and dreams like me.

These are my people, my tribe.

How to Carve Your Role as a Mentor in Your Company

written for Catersource Magazine

People often consider mentorships to be something built outside of a company, whether you hit it off with someone at a networking event or run into a social media friend in a coffee shop. I’m here to explain how (and why) mentorship within a company can be an extremely valuable relationship that carries on well beyond company walls.

As a leader in your business, you hold the unique role of being an influencer within your organization. When your employees have questions, they look to you for answers. When they make mistakes, they look to you for feedback. However, these discussions are often done strictly regarding company matters, like a deadline concern or a question about an assignment. You have the power to transform these relationships into mentorships by positioning yourself as someone who provides guidance in all situations.

Here are some ways you can carve out your role as a mentor within your business.

Be open

The key to becoming a mentor in your company is the openness in which you handle situations that arise with your employees. Rather than discipline a team member for a mistake, turn it into a learning lesson and discuss how the issue can be prevented in the future. Communicate often and ensure that your employees trust that you have their back. Don’t be afraid to be transparent about your own mistakes; you’re human too, and your humility will build trust with your staff.

Take ownership

At the end of the day, the buck stops with you. When things go wrong, avoid placing blame on your employees—that’s how you lose their trust and respect. Instead, ask them how you can be more of a resource in that situation. Look to yourself to see if you could have made a difference, whether it’s something you did or didn’t do.

Celebrate your team

High morale goes a long way in a work setting. It can increase productivity, while decreasing turnover rate. Happy employees aren’t looking for new jobs; they want to be their very best in your company. Don’t take this for granted. Find time to celebrate your employees’ wins and recognize their successes. Invest in your team by taking them out to lunch regularly or planning a retreat—the goal is to build a personal relationship that isn’t restricted to your office.

Act as a resource

As a mentor, you need to recognize that your team members are not just employees. They are career-seeking individuals who are likely several stages back from where you are. Whether they plan to stay with your company indefinitely or they have lofty dreams that will take them elsewhere, you need to be steadfast in your support for them. Listen to their questions and give them advice, even if it feels like you’re coaching them for their eventual next gig. It can certainly be uncomfortable to talk future goals with an employee, but rest assured that the relationship that you build will be stronger than if you simply maintained your role as a boss. Plus, there’s a chance they will leave sooner if they feel that they aren’t getting much beyond a paycheck.

There is a big difference between being a boss and being a mentor—whether you pursue mentorship is up to you. Know that, if you want to make a difference in your employees’ life, it’s the most meaningful way to do so.

Storytelling: The Ultimate Sales Technique for Special Events

written for Special Events Magazine

A great event sale depends on a great pitch--here are tips to help you tell the story.

Our life is all about telling stories; it always has been. Since prehistoric times, we have passed knowledge on through stories, and it’s something that continues today.

The problem is that when we are selling events, we leave stories out of our pitches and presentations. We are so stuck to the same set of rules that we forget deviation can often be a good thing.

So, why aren’t you telling stories in your pitch? Why do stories matter anyway?

Why It Matters: Stories Create Connections
We are all connected by the stories we share and by those we tell. We can relate to people who have a story, and we feel closer to them when we understand more about what makes them who they are. The most significant part of our brain, the neocortex, is responsible for how we store memory, for remembering patterns and sequences (like in songs) and for conscious thought.

This part of the brain is why you can recognize a song after three beats, and it plays a significant role in making connections with others through stories.

The Different Types of Story
There are three different types of story that can be told, and each of them is important when building a connection with customers:

• Connect

• Differentiate

• Close

The stories that act to connect contain your personal stories, how you got to where you are and why. They also have important stories that relate to your staff (because they are crucial to your company, too), and those that revolve around the creation of the company.

The ones that differentiate give insight into the company and the way it works, why it is the way it is, and what makes you different from the rest. They also contain success stories, because people like to feel good and celebrate these things with you. Customers should be rooting for you, and success stories achieve this.

The stories to close are those that contain morals, company values and the things you appreciate about your customers. They are stories that teach customers through your experiences, as well as showing them just how important they are to your business.

A Storytelling Case Study
One of my favorite examples for a company that does storytelling right is BrewDog.

Let me tell you, I don’t even drink beer, but I would buy theirs, and I would spend more than retail price on it. That’s an honest comment because they just ticked so many boxes. Let me show you why:

It’s the story of two friends in Scotland who created their own beer, and it took them a lot of time, a lot of pain and a lot of love, but they made an exceptional brand that is loved across the world. They’ve grown so much that they even opened the first beer hotel--pretty fantastic stuff.

It all started in 2007 in an industrial estate, two men and their dog (that little addition just makes the story), and the desire to create a new and spectacular beer. The story on their website follows a detailed timeline that goes from then to now, and you can follow every step of their journey to success. They include their failures, the victories and that faithful dog who has been there since the start.

The story resonates with us, and they continue that feeling in their marketing. Slogans such as “We Bleed Beer” on their landing page just further demonstrate their passion for what they do. These two men bring the love they have for their beer to their customers, and that’s what you have to do as salespeople. If you don’t have your A-game on, then you aren’t going to convince customers that they need to buy from you.

These two guys, James and Martin, focus their story around four key moments, and these are the ones you should remember:

1. They encounter a problem: Industrially brewed lagers and ales are boring.

2. They have a spark of insight: What if we can fix this problem?

3. They start their own brewery, brewing in tiny batches.

4. They are now on a mission: to make more people passionate about their craft beer.

What Can You Do?
The things to remember are that you should always include personality and passion in each of the conversations you have. Being a salesperson is about sharing stories, connecting with the customer, and building that bond. However, there are rules to the storytelling process that need to be followed:

You should always keep it real. Some companies enjoy and even benefit from the odd embellishment, but they are a trap. Later on, you will trip over yourself and be revealed as a liar. That’s not good for business, and people prefer someone authentic and genuine. It doesn’t need to be the tale of the century; it just needs to be real.

Following that, you should also remember the three C’s of excellent writing:

• Clear

• Confident

• Concise

These make up the recipe for success and, combined with the process for writing your story below, you will be able to create something meaningful and spectacular:

• What is the story I want to tell?

• How will I deliver the story?

• What kind of client participation do I want or need?

• How will client participation affect the story over time?

Now you’re ready to get out there and tell the world your story. Just remember to keep it real, and you’ll have no issues drawing your customers in and leaving them feeling better connected.

6 Steps to Prospect in 15 Minutes

Written for Catersource

Yes, I have come up with a way for you to prospect in 15 minutes, but the first time you try it, it’s going to be more like an hour while you figure things out. I did a little survey to find out how many salespeople are prospecting regularly, and I was pretty surprised to discover that the majority rarely do so. This means they aren’t finding new clients, and I get it. There aren’t enough hours in the day and there is so much to do, but this is also our job. You should always be searching for your next customer. If they are coming to your business effortless, that’s great but then you’re an order taker.

The six steps that follow are designed to bring in new business in a proactive and strategic way.

Step 1: CRM

What does this stand for? Customer Relationship Management. This is the tool you use to keep track of everything, from the list of clients to who is dealing with them at the moment. It’s an excellent way to determine which customers are being taken care of, which need some attention, and those that don’t have a designated salesperson. This way, you can snap them up quickly and get straight into the game.

Step 2: Company website

For corporate clients, take a look at their website. It will show you what they do, the way they interact with others, and will give you (generally) good insight. You can look for the company story and core values, as well as the content of their blogs, to understand their background, as well as their beginning. Usually, websites will give you reasonable access to the company social media accounts as well, which can be handy for information gathering.

Step 3: LinkedIn

This is such an underrated social media platform. You can learn so much about a person and the company they work for through it. Take a look at their recent posts and updates to their profile, but also spend time browsing their awards, publications, and achievements. You can see if there is anything on their LinkedIn that you have in common, as this will help to build a stronger connection and speed up the process. It shows you know who they are, and it’s just a fantastic professional platform overall.

Step 4: Social media

We’re in the digital age, and that means social media reigns. Instagram is a significant platform to follow people, whether it’s clients or competitors. You can save hashtags related to your business and keep an eye on them for ideas and help you get the word out about your company. Other than that, it would be best if you learned what your clients are posting. What is important to them, and is it something you can relate to? Social media is a fast and easy way to learn about your customers, and it only takes a couple of minutes to get through.

Step 5: Competitors

Competitor pages are essential as well because they allow you to get further insight into your client and what makes them tick. Take a look around and see what makes each of them different from the other. On the plus side, you may even end up gaining another customer through this, widening your client base even more.

Step 6: Gatekeeper

This is an obstacle you need to overcome, and you can do so using kindness. The gatekeeper is the person who answers the phone, blocking your access to those in charge and those who can say yes to your ideas. You should work to befriend the gatekeeper, maybe even sending a little gift, as this will soften their approach. That way, you will often find that they are the ones telling their boss to give you a go. The good news is that most people listen to what the gatekeeper has to say.

Once you have the practice down, you will find that this whole process doesn’t take more than 15 minutes to complete. They are quite simple steps, and this is why they are so often overlooked during sales methods. As a salesperson, it is down to you to make a connection with the customer and show them that you care. Similarly, you should be searching for new ones every day and interacting with them; you can’t afford your client pool to go stagnant.

Meryl Snow

OWNER, FEASTIVITIES EVENTS, PHILADELPHIA, PA AND SENIOR CONSULTANT, CERTIFIED CATERING CONSULTANTS

With nearly 30 years in the special event and catering industry, Meryl Snow is the co-founder of Feastivities Events and the creator of The Triangle Method.  As a Senior Consultant for Certified Catering Consultants, Meryl travels throughout North America training clients in the areas of sales, marketing, design and branding to help businesses get on their own path to success.She is the author of Booked It! and Cha-CHING!

Start 2019 on the Right Foot

Meryl’s article published in Rising Tide Society

While many people are thinking of personal resolutions, entrepreneurs often find business inspiration in the energy of a new year—it provides new opportunities for growth, changes, and learning lessons. Whether last year was one of countless conversions or one of missed chances, 2019 offers a blank slate to get your business into gear.

Here are some tried-and-true techniques for streamlining your sales cycle and taking your company to the next level.

Read more

Props that POP!

It’s not just enough to network; crafting a winning proposal is also essential to booking the event. Your proposal should pop! Here’s the scenario. It’s Friday afternoon, and an event planner calls looking for a proposal for a client. She wants it emailed by 10 AM Monday. Yours will be one of the three she will present to her client. And there’s the rub – she’s doing the presentation, not you. So how are you going to make your voice heard at the pitch meeting? With a proposal that is so striking and imaginative the other two just fade away.

Be it a six-figure- wedding or a low-budget event down your street, it all starts with a proposal that describes the event. If you're in the events business, you must be able to sell your skills to the client by way of a well-written event proposal.

The first step in writing the winning proposal involves having a conversation or researching about the client to find out what she hopes to accomplish at the upcoming event. A proposal is the most client-centric document that your company can create. Each bid must be designed to suit each client’s needs. The best proposals, regardless of the industry follow a similar structure, including the cover page, credentials, and summary of the client’s needs, services provided and pricing.

It is very crucial that the proposal you write is relevant to the client. The client is getting proposals from other companies apart from yours; as such it is vital that you don’t make the client feel like a commodity. Personalize the proposal. The title of the proposal is significant. When you use a personalized title like ‘Jane & Jack Take the Plunge (bride mentioned that in conversation) versus Jane & Jack’s Wedding, it shows that you are tailoring the event to the client and not just treating the client like a commodity. While everyone else is naming their proposal with the event name and date, look for ways to stand out by sending a strong message even before the client opens the proposal. Think differently!

To craft a proposal that pops, you should know the client’s wishes. During your initial meeting with the client, be sure to take notes besides the time, date, and location for the event. Listen to the client’s ideas for issues pertaining to the theme, color scheme and other aesthetic elements of the event. Your proposal should speak directly to the client and their wishes. The client needs to feel that their needs are understood. Keep in mind that the client may also be reviewing proposals from other companies offering similar services to yours and is likely to pick the one that best understands their needs.

In designing a proposal, you should include a brief introduction of you and your company. This gives the client an idea of who you are and a taste for the company personality. Your proposal should contain a summary of the client's needs and goal for the event. Be sure to go over what the client told you about the event as regards dates, time, proposed venue, theme and other information earlier provided, showing that you understand what they are looking for.

In a proposal, the most important word is ‘YOU’, that is the client’s name. The proposal needs to be client-centric, being about meeting the client’s needs. The client basically wants to know how you can help them run an amazing event. Prove how you are going to do this by setting the stage and telling the story. Let’s say you’re a caterer and your proposal tells this story: “As guests arrive they ascend the grand staircase to the balcony where our staff greets them with smiles, champagne and scrumptious hors d’oeuvre artfully presented with river rocks & reeds on stylishly polished aluminum salvers”. By doing this, you are putting the client in the scene and feeding their imagination. Proposals must be tailored to the client’s needs to make a winning impression.

Employ creativity. Who wouldn’t rather eat ‘seared garlic and lime scented tenderloin skewers’ than ‘filet kabobs’? And if those skewers are staged ‘in a jewel box with a flashy orchid,’ they taste even better! Your choice of words matter. Especially for those in the catering industry, with food there are so many “yummy” words. Put the reader in the scene by painting mental images.

Describe the design elements of your tablescapes with evocative words and photos. As they read, the client will become more and more immersed in the vision you have designed. It’s not just ‘a vase of red tulips.’ It’s ‘a glass cylinder enveloped in birch bark bursting with scarlet French tulips.’

Pepper the proposal with buzzwords that relate to the client or event. Let’s say you’re catering for an electric power company dinner. You could use words like amps, grid or wired for a clever tie-in. Clients like a witty phrase here and there if it fits. Choice of words matter, regardless of your role in the events industry, be sure to use words that bring what you do to life when you write your proposals.

Your client wants to know what services you will render during the event. Say you’re an event planner, and the upcoming event is significant, such as a wedding with many aspects, it might be appropriate to create headings such as “Cocktail Party” or “Luncheon,” and then describe the duties you will perform for that aspect of the event – such as setting up the tables and serving food. Add photos of similar events that you've handled in the past to this section of the proposal. This gives the client a vivid example of what you will do.

You’ve described the event, using language that enables the client to picture the event more vividly. Now, the client is thinking, ‘Beautiful, how much is this going to cost?’ In the proposal, create a section titled ‘Cost Summary’ or ‘Proposed Costs’ or even ‘The Nitty Gritty,’ listing the prices for each item and their purpose to eliminate ambiguity. Tally them up and write the proposed total event cost. In times past, it used to be selling dreams and charging what you want. Long gone are those days. Given the current economic conditions, most clients are taking a closer look and thinking, “bargain.” It is thus beneficial to give the client a choice on pricing or different packages to choose from. Don’t just give the client the stated proposed cost or nothing because the client can easily select nothing and move on to the next vendor who offers similar service for a lesser price. Endeavor to give the client three price points. List the priciest option first so that if the client will have a ‘Wow! That is expensive’ reaction, it will be to your most expensive option. They will then see the other pricing options as much more reasonable. It may be advantageous to offer some discount, like a discount for booking early or a package discount for many events booked at the same time.

Ensure that you provide your full contact information on every page so the client can contact you again. Too often the client prints all proposals and if your information is not on every page it will get lost in the shuffle.

You don’t need special software to make proposal magic. A word doc or PowerPoint will work just fine. Save time by saving descriptions in a folder for easy cut and paste or drop-in. And when your kick-ass proposal is ready, make sure you PDF it before sending.

Trite but true – you don’t get a second chance to make a first impression!

Can Your Salespeople Sell?

Weddings, galas, and birthday bashes. Album release parties, charity fundraisers, and product launches. Corporate retreats, meetings, exhibitions, and conferences. What do all special events have in common? They can’t plan themselves. As such, each of these events needs to have a focused and committed team working together to accomplish the goal of a perfectly prepared event for the client. Individuals often find out that they lack the much-needed expertise and time to plan events themselves. This is where we as independent event professionals step in and give these events the individual attention they so much deserve. The industry is one that has grown tremendously in the past decade with around $500 billion spent annually for events worldwide. It’s multifaceted. This means that the marketplace that the industry provides is big enough to support your endeavor as an event professional. There are many directions in which you can expand, and the industry offers a lucrative market ready to sustain you. From wedding planners to caterers to venue coordinators, floral designers and entertainers, the tasks are myriad.

Before the Internet, the event professionals were the experts, having the answers and ideas. The shopper's ability to find information has altered the balance of power from the salesperson to the buyer.  Clients are doing their research and often know the trends before you do. Let’s take the modern wedding as an example; today ’s couple has a wide array of information sources from bridal magazines, the Internet, wedding books, wedding TV shows. They are armed, ready and educated. Are you? 

The difficulty of ‘selling’ in the special events market is compounded by the fact that today’s clients have a wide array of options available to them as regards what they can buy. Hence, there is a need to understand the client, set yourself apart from the competition, and show your client how you’re different to close sales. It is necessary to stand out. Just how do you do this? Sell yourself. The phrase “sell yourself” is most often misinterpreted as showcasing your positive features and throwing yourself in the face of people whom you intend to make an impression on, however selling yourself is more about pulling clients to you and the end result to your company.

Perhaps your bookings have started to drop off lately, and you find yourself struggling to hit sales targets that you used to breeze right past. You may be fabulous at bonding with the client but still, find yourself losing opportunities. It is not just enough to bond with the client. Have you ever met with a client and you instantly connected? You just have the confidence that you will book the event. A week later, the client is not responding to your calls and emails. What happened? You were outsold! No matter how hard you work, how well you qualify and regardless of how well you think your meeting with the client went, if you are weak at closing sales, you will suffer in your career. 

Closing sales involve a planned process of understanding the client’s needs, showing the client that you have what it takes to fill that need and ultimately, creating a relationship with the client so that they decide to trust you with the job of filling that need. 

In the years that I have worked with salespeople in the industry, I noticed one common thread. Salespeople are not essentially salespeople. Let’s face it- we don’t see too many true salespeople in our industry. A genuine salesperson wants to book the event and then move onto the next sale. They usually have no desire to be a part of the planning process and the endless paperwork will do them in. Our salespeople are in this business because they have a passion for what they do; plan, decorate, entertain, and feed events. We’re asking our salespeople to qualify, book, plan and execute the event which is four different personality traits. 

Our salespeople need to be trained- period. We need to establish the proper training tools for success. After all, they are the driving force that is bringing in revenue to your business.

BRANDING – YOU FIRST AND THEN YOUR COMPANY

Have you ever met with a client and you instantly connected? You just know you will book the event. But then, a week later the client is not responding to your calls and emails. What happened? You were outsold! One of the greatest ways to articulate your competencies, wealth of experience, skills, knowledge, and your overall worth in today's competitive events industry is to create and nurture a brand that helps you stand out in the crowd. If you’re not selling you, then you’re not selling. As aptly put by a management expert Tom Peters, "We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer of a brand called You."

Branding is a means of defining you, your business or company to yourself, your team and people on the outside – the potential clients. Creating an inimitable and powerful brand starts with determining what makes you unique. What are your strengths, goals, passions, core competencies? What makes you different from your peers? It is not just enough to know what makes you unique if you do not target the right people, the efforts are futile. There is a strong need to identify your target audience. This allows you deliver and ‘register’ your company on the minds of the right people. Everything you do contributes to your branding endeavor, either positively or negatively. Even the little things count – dressing, behavior to employees, body language, emails, down to behavior on social media. If you want to be successful, creating and managing a brand isn't just an option, it's a necessity.

Every business has a brand whether you know it or not. Branding is not only for the big companies. It’s not just your logo, your tagline or slogan. They are signatures of your brand. Popular belief is that branding is a communication strategy.  It is not. Branding is a business strategy, a way to align every action to guide your business to success. It is a phenomenon that happens in the mind and in the heart, it’s a feeling one gets when they think of a product or company. The easiest way to describe branding is to think about it as a personality. It’s an attitude. How it walks, how it talks, it tells a story about the company. Branding affects people on an emotional level. They need to know, like and trust your business.

In order to brand your company effectively, you must know who you are. First, you will need to lay the foundation and ask yourself these questions: 

•    What is my core motivation?
•    Who are my target clients?
•    How does my company affect people on an emotional level?
•    What problems am I solving for my market?
•    What sets me apart from my competition?
•    List out your business's key features and characteristics, your competitive advantages.

After completing the above exercises, then write a one-page mission statement, a company overview. This is not only intended to let your target market know who you are but the ideas, principles, and values that you and your entire company will live by. You need to know what it is that makes you different, special and more compelling than other event professionals in the market.  Many caterers, for example, spend much of their time, money and energy promoting their products and services instead of building their brand image. If your main emphasis as, say a baker is on your cakes, then you don't have a brand, you have a commodity. There is need to clearly define your unique marketing position. You need to show value and a clear understanding of why you are different from that other event professional down the street. Branding is not solely what you say, it’s how you act. Remember it is a personality. Let’s take a closer look at your business. In the hospitality industry, your employees are in front, they are at times the company’s voice.   

•    How does your staff look while they are setting up events? Are they disheveled, or are they in logo set up shirts?
•    Do they use proper grammar?
•    How do they dress? 
•    Are they following up with the clients?
•    Are they knowledgeable about the company’s services and goals?
•    Do they represent your brand?

You must take control of your brand. If you don’t manage your brand the market will do it for you. In order to establish brand awareness, branding needs to be used consistently and frequently in everything you produce.

INTERESTED IN LEARNING HOW I TURNED MY SLUGGISH SALES TEAM INTO A SALES CONVERSION MACHINE?

MERYL SNOW NAMED TO PRESTIGIOUS INDUSTRY GLOBAL ADVISORY BOARD

FOR IMMEDIATE RELEASE

The International Academy of Wedding and Event Planning (IAWEP) is pleased to announce their 2018-19 Global Advisory Board.

“2018 has already been an exciting year for the International Academy of Wedding and Event Planning,” shares Kylie Carlson, the Academy’s CEO and Founder.  “With that, we’re thrilled to continue the momentum by assembling top industry thought leaders from around the world.”

Meryl Snow of SnowStorm Solutions will be joining the Global Advisory Board, where she will contribute her input into course materials, provide guidance for Academy students and share her insight with Wedding Business Magazine, as well as the annual International Wedding Trend Report.

“Education is extremely important to me because it provides knowledge and that is the foundation that we need to navigate in the special events industry, ” says Meryl Snow.

The Academy currently has campuses in UK, Australia, New Zealand, the UAE, South East Asia, and North America. In total, fifty wedding professionals were selected globally for the honor.  

“It has been a true honor to pursue our role as a global leader in wedding and event planning, styling and design education, and we are quite fortunate to welcome this elite group of professionals to the team,” adds Carlson. “Now more than ever, it’s essential we maintain an international vision as we look ahead to what’s to come.”

Meryl has spent 28 years in the special event & wedding industry as co-founder of Feastivities Events, along with its subsidiaries OffShoots Decor and Philadelphia's Picnic Company.   She also is the author of Booked It, Cha Ching and three how-to Style & Design videos.     
                                                                                                    
She's ambitious, focused and confident. This is more than a job; she’s on a mission to help businesses get on their own path to success. Meryl's a passionate believer in entrepreneurship and uses her gifts to support businesses build a stronger economy. Her philosophies have proved successful for not only her own business, but also many other companies, trade organizations, and universities have benefited from her training and advice. 

About the International Academy of Wedding and Event Planning

With six online campuses globally, the International Academy of Wedding and Event Planning boasts an internationally recognized accreditation program that brings professional training to wedding planners, event planners, event designers and wedding stylists.

                                                                           ###

MERYL SNOW UNVEILS REVOLUTIONARY NEW “TRIANGLE METHOD”

PRESS RELEASE:

A formula for creating the perfect sales team

NEW JERSEY, February 14, 2018 - Certified Catering Consultants (CCC) Senior Consultant of Sales Training and Strategies, Meryl Snow, has introduced a revolutionary new approach to full-service catering. Coined as “The Triangle Method” Meryl has designed a teaching tutorial for full-service caterers who want to zone-in on developing a stellar sales team. The emphasis is to help owners and managers to ensure accountability with the sales team and take a step back from the daily grind of sales and marketing, giving them the opportunity to focus on the broader development of their operation while training their sales team in qualifying and closing techniques. The Triangle Method is designed to take the grunge work out of individualized operations manuals by delivering full-service access to a step by step guide, for the sales team.

“Bringing the Triangle Method to market is an exciting opportunity for myself and the entire catering world” says Meryl Snow, owner and operator of SnowStorm Solutions, ”My clients can now use this platform as a tool to create a sales team from hiring, compensation plans, employee contract, goals, modern sales training and most importantly accountability for increased sales!”

With the ability to train employees both on-site and remotely, Meryl’s new method gives employers the tools they need to grow a more efficient and profitable sales team while getting absolute clarity on how to reach your goals as fast as possible...and you'll get an exact strategy to make it all happen. Upon completion of the course, team members have the tools & techniques they need to close the deal...every time.

“Meryl is an invaluable member of our team at CCC,” says Carl Sacks, Managing Director of CCC, “You will find that innovative thinking is a common thread among all of our consultants. Meryl’s unique approach to sales and marketing development is not only a reflection of the spirit of our consultants but is groundbreaking for the industry.”

10 Things You Should and Should Not Do with Social Media and Your Employees

We are in the Digital Age, and that means everyone is on social media – including your employees. It leaves you with a whole new world to manage, as employee social media that is not monitored could end up causing your company some serious issues in the future. While it is important to find a middle ground, and to also ensure that you do not stalk your workers, there are a few things that you should remember to do and avoid when it comes to employee social media. 

Things to Do

#1 Always Have a Plan
You need to have a plan for employee use of social media in the workplace. You might not think this is a big issue, but an employer can be held responsible for the actions of those who work for them online, and employees could leak information about a company online for everyone to see. It doesn’t matter if it occurs at home or in the office, so you need to make sure you have a firm plan in place. 

#2 Implement a Clear Policy
This brings you to developing and implementing a clear policy for social media and what is allowed, as well as what is prohibited. It should contain details of appropriate and inappropriate behavior, in addition to things that are strictly forbidden. Of course, you should ensure legal professional looks through it first to make sure that nothing has been missed and that the policy makes sense. 

#3 Train Your Employees  
A formal training program will teach your employees how to behave on social media where the workplace is concerned and also show them the consequences for violating the policy. It also shows that you, as a company, are committed to ensuring that your public image remains sound. 

#4 Keep Detailed Records  
The records that should be kept are ones that refer to your employees have read and understood the social media policy that you have implemented. This means that you know, and have proof of, each employee agreeing to and understanding the policy. 

#5 Monitor Responsibly
In many jurisdictions, you have the right to monitor your employee’s social media at all times. However, you should make sure that you monitor them responsibly as too much of it can cause tension in the workplace, a lack of morale, and a decline in your worker’s trust in you. 

Things Not to Do

#1 Don’t be Too Hasty
If an employee violates your social media policy, you must not rush to fire or punish them. Not just because of the potential legal implications, but also because you can lower morale. Try talking through the situation with them and giving them a warning before you terminate their contract. 

#2 Make Sure Your Policy Does Not Overreach
By this, we mean that you should not exercise too much control over what your employee’s do on social media. While there are things that should certainly be banned or restricted, social media is also a personal place and your policies should not reach that far in. 

#3 Make Sure the Policy Goes Company Wide
Everyone has to adhere to the policy. Whether it’s the interns or the CEO, the social media policy needs to stretch across the entire company. This leaves everyone being treated as equals, but also ensures that you are protected as a company. 

#4 Don’t Forget a Contact Person
Some employees are going to have questions about the policy, and you will need to appoint someone as the person they contact when they have a query or concern. This will not only make you more transparent to your employees but will also ensure that their questions are answered satisfactorily. 

#5 Don’t be Inconsistent
When it comes to disciplinary actions, you should always be consistent and treat everyone equally. It gives you legal protection, but also means that unrest among employees is likely to be massively decreased because they will know that they have not been singled out. It keeps morale steady and everyone feeling like equals. 

To Conclude
Social media is not an easy thing to manage, especially in the workplace. It is likely that you will always have the odd employee who does something wrong and perhaps slanders the company they work for online. However, having a plan and policy in place that promises disciplinary action is a sure way to reduce this risk. Just remember that you should ensure your monitoring is balanced and that you don’t overreach when it comes to restricting your workers.
 

Preventing your business from being seen as a commodity – what can you do?

I have been thinking a lot lately about the problem of commodification. In the special events industry, one of the worst things that can happen is that your clients begin to view you as a simple commodity. You know you’re more than this—but what can you do to fix the problem?

There are a lot of customers (and yes, even long time clients) who start to believe that all businesses are alike. They think that we will all deliver the same product. Rather than viewing us as unique event experts with a specialty in our own niche, they believe that we will deliver a uniform experience. As a result, they think that we should all charge the same prices.

Now, you know that your fully bespoke event services are worth more than the competitor down the street, but just try convincing a client of this if they think we are all the same. When they hear that another company is charging less, they might want that price. The solution? You need to show them that you are different and worth every penny you quote them for your services.

What does it mean for your business to be seen as a commodity?

The ‘commodification’ of businesses usually refers to companies that produce tangible goods on a mass scale. Think of textile manufacturers or electronics components—people have a pretty good idea of what they think these items should cost. The forces of commoditization have dictated prices on certain items.

Luxury goods notwithstanding, if you see a pack of men’s 100% cotton t-shirts at one store for $10, and you see a similar package at another store for $20, you are going to feel ‘ripped off’ by the second price. You are certain to go back to the initial store and purchase the comparable item for half the cost. You might even spread the word to friends and family about the ‘poor deal’ you saw at the second store.

"Obviously the quality of canapés or of wedding planning services cannot be standardized and compared, but certain clients have now been conditioned to believe that they can."

Why is commoditization happening more than ever?

Over prior decades, shopping has become globalized. Intense global markets, competition, outsourcing, and offshoring are all making margins smaller than ever. Even so, brands of all kinds are under pressure to lower their price points. This means that a customer’s price sensitivity has increased, making it harder than ever to differentiate brands on the market.

We now know how much we should pay for certain items, and this way of thinking has spread to intangible goods and services. Obviously the quality of canapés or of wedding planning services cannot be standardized and compared, but certain clients have now been conditioned to believe that they can. They are applying the forces of commoditization to event planning—and we have to nudge them away from doing this.

Showing clients that you are different

So, now that you know about this problem, what can you do to show your clients that you are indeed different than the rest?
As professionals in the event planning industry, it is our job to show our clients that we are different than our competitors. By doing so, we can show them our intrinsic value as experts and leaders in our field. Consumers will pay more for services if they understand these differences.

Here are the three main ways that you can show your clients that you are different than the rest, and why your rates are justified.

• Innovation is key – Inform your clients that your services are innovative and that you are better suited to meet their needs than any of the competition. If you can upgrade your packages, ‘one up’ your competition, and show that you have embraced new technology, you are ahead of the curve.

• Bundle your services and offer convenience – People are willing to pay a premium for convenience and peace of mind. Show your clients that your services are more reliable, convenient, and seamless than your competitors. After sales services can also help to do the trick.

• Segmentation can be your friend – Are all of your services lumped under one heading and one brand? While a strong brand reputation is nothing to overlook or minimize, it is important to offer your clients distinct areas of expertise that they can buy into and believe in. Focus on giving your clients targeted services under an umbrella of interrelated brands.

Finally, remember to stay away from tired old narratives

While the above points are important to consider and put into action, the most important factor to consider is always your marketing materials: website, brochures, print materials, and social media.
One of the main ways that you can show you are unique is by staying away from tired old tropes. We all need to stay away from phrases like—‘our service is outstanding,’ ‘we are award winning,’ ‘our product is superb,’ etc.—every business says the same old tired things.

In order to show them why you are not just another boring commodity, you need to get to the crux of why you are unique. Try something unique—take risks! Experiment with ‘off the wall’ ad copy, enticing offers, exciting color schemes, and dynamic social media campaigns.

Remember: never be afraid to be different and make waves, because after all—being different is your biggest weapon against commoditization.

How to Hire a Great Salesperson

One of the most common questions I get from my clients is, “how do you hire excellent salespeople?” 

This, as you may know, can be easier said than done! Traditional recruitment and interview methods can work well in some cases, but we have all hired an individual this way and been utterly disappointed by the results. While there is no surefire way to ensure that your newly hired salesperson is going to be a winner, I have developed a series of hiring techniques that have helped me immensely over the years. 

From placing a strong recruitment listing to creating an interview process that works for your company, these are just some of the strategies that can be used. It is important that you craft and hone these suggestions to fit your business – but as a basic template, this is a great place to start. 

Crafting a job ad for results

When I perused ads on different sites I noticed that companies are confusing job ads with job descriptions. An ad is to sell the applicant. A description is used internally to describe their responsibilities. 

Keep the ad short:

• Title that catches applicants attention

• Intro: Paragraph that summarizes most interesting points of position

• Company Name

• Location

• Qualifications

Try placing this statement at the bottom of your ad. You will be amazed how quickly you weed out applicants that are not qualified.

“Tell us why you are the perfect candidate for this position and leave your phone number for us to call you back”

To ensure visibility, you'll want to repost the ad weekly.

Personality Tests – Learning about your candidate

As a part of our recruitment process, we ask our candidates to take a short series of standardized personality tests, (prior to the first interview) including the Meyers-Briggs Type Indicator Personality. This test assigns people into 16 different categories based on their answers to a series of questions.

While these tests are by no means a foolproof indication of exactly what your candidate will be like when on the job, they can give you some valuable information. Remember – while there are many different personality types, no one is ‘superior’ to any other. They are all equal, yet different – but this does mean that some personality types are better suited to different careers than others. 

It has been theorized that the ENFP and ENFJ types are more naturally inclined towards empathy, listening, communication and teamwork. These traits can make them excellent sales people, and so we are always on the lookout for individuals who fall into these categories. 

During the interview

The Interview

Now that you have narrowed your candidate list down to those who are best suited to your position, it is time to schedule interviews. As an employer, you should prepare for the interview just as vigorously as you would expect your candidate to do so. Carefully select targeted questions, and consider crafting a role playing scenario. 

Ask the right questions – and look for the right answers

Asking a candidate the seemingly simple question, “how did you prepare for this interview today?” can reap a wealth of information about their work ethic. Do they seem caught off by this question, or are they composed and prepared? Ideally, you are looking for an individual who has a polished and well thought out answer.

While some people might tell you about their personal care regime (I ate healthily, got a full night’s sleep and carefully chose my attire), others might blank and look panicked. This will tell you a lot about how they deal under pressure when a client asks them an unexpected candidate.

A truly gifted salesperson will tell you that they have prepared for your interview by researching your company. They will be able to give you a brief history of your business, highlight your achievements and mention any awards or honors you have received in the past. By showing you that they have done their homework, they are telling you that they value your time and that they are serious about the opportunity to work for your company.

This is exactly the kind of impression that you want a top salesperson to make on your clients. A sales professional that comes to meetings well prepared, listens carefully to questions and then demonstrates their knowledge with a thoughtful answer – this is who you want out there in the world, representing your brand. 

Role playing can test your candidate’s mettle

Sometimes the best way to assess your candidate’s abilities is to actually watch them in action. I have our employees pose as disgruntled clients during a salesperson interview. First, they pretend to demand to see me, and when I allow them access to the meeting they express a few pointed concerns.

I then ask the candidate to field the concerns and intervene, as if they are already in the position. They are not pre-warned about this exercise – I truly want to see them on their toes and in an unexpected situation that they could not have planned for in advance. 

Not only do I get to see how well my candidate does under fire, this exercise shows them that working for my company will be a dynamic and exciting experience. No two days are ever the same, and that is why I don’t simply want someone who is adept at answering stock interview questions. I want to know that they are a creative and exciting thinker who can handle a sticky client situation and turn it around quickly and professionally. 

If they break down, fumble too much with their words, completely ‘blank’ out or otherwise fail this test, you can rest assured that they will not be able to handle the complexities of an event when the time comes. Remember – even the best plans can fail, and when a client emergency occurs you need someone who can appease the situation, save the sale and make your company look good. 

Are Your Salespeople Order-Takers?

Not long ago, I received a call from a rather frustrated sales manager. He felt as though his salespeople were not actively selling, just writing orders. I asked him why he felt that way, and his response was, “they don’t leave their desks to go out and prospect.” It was an issue that caused him concern and frustration, but lucky for him—this is an area I was able to help him with.

Let me share my definition of an order taker versus a salesperson.

Typically, an ‘order taker’ is a derogatory term that is used to describe a person who has a sales job and title, but does not actually sell services/products, etc. However, I have my own definition.

A customer will decide what they want to purchase, and will then contact the business in question so that they can place their order. What the order taker will do is process the order, and may suggest a few add-on items if they are applicable. However, they mostly cover the four Ws: who, what, where, when. Once this has been done, the sale is complete.

If the customer knows what they need, then an order taker is generally all that is required. The main issues with order takers, however, are that they by and large offer commodities. These are, for the most part, identifiable by cost, delivery, and the simplicity of ordering.

Some people think that because their salespeople don’t actively prospect and instead only handle the phone and email inquiries, they are order takers. However, my definition of the term does not agree with this. They are inside salespeople.

A company will spend a good deal of time, energy, and funds in branding their business to get the phone to ring. However, the same time, energy and funds aren’t always used to train a salesperson to handle the calls.

The events industry

The events industry is a powerful one. It evokes emotion in people and is, in many ways, an emotional purchase. This relates to events such as weddings, galas, and retirement celebrations. It is also a unique industry, as most people are in the field not because they excel in a certain area, but because they are passionate. They are passionate about cooking, passionate about design, passionate about planning.

Unlike some industries, we ask our people to do the following:

• Prospect
• Sell
• Book
• Plan
• Execute

These are skill sets, and our people have to be trained in all five and then they need to master them. The thing is, an order taker can be a salesperson. It is all about having the right skill set and knowing when to use it.

Making the change

So, how do you turn your order takers into salespeople? The process is not always a fast one, and it can take time for your team to fully transition. Here are the ways in which you can give your team a push in the right direction.

• The first thing to do is make sure you take things slowly. You need to have realistic expectations of your team and cannot take things too fast. Patience is key when it comes to transitions like this. Seventy percent of order takers will make a good and smooth transition to salespeople given enough time and training.

• A great sales tool that many of us tend to overlook is personality. Personality plays an important role in sales and in the workplace. Anyone might be able to sell if the price is cheap enough or if what is being sold is something that people cannot live without, like air. The truth, however, is that neither of these luxuries are part of the scenario for a vast majority of us.

• A salesperson is engaging and hunts for prospects. They develop relationships with their customers that are built on trust, as well as a pleasant attitude. They have strategies in place for the clients they want to sell to, and often they will sell six to 12 months in advance. They are passionate, skilled, and know what their clients want and need. Plus, they are continually prospecting.

• A salesperson spends time planning the future, and they aren’t always about closing the deal and moving straight into the next call. While they do listen to what the customer wants, they also make suggestions and help them to find the best deal and product for their needs. Unlike order takers, they don’t rely on low hanging fruit.

There are six stages in sales:

– Ask and listen
– Educate
– Know the client’s needs
– Present solutions
– Gain trust
– Close the sale

Moving from an order taker and into a more well-rounded salesperson also helps them to become more conversationally fluid with a prospect. Generally, an order taker will use the same script over and over as they go between calls and clients. A salesperson is able to bring it up a notch and mix up their questions and responses, creating a unique experience for each client.

Those people who are booking an event—remember, an emotional, celebratory, and personal event—want to use businesses that employ people who are passionate, eager, and ready to work with them. Clients want people are friendly and eager to please, but also provide a solid representation of the business that they are working for. The events industry is one that is exciting and alive, and the people working for it—especially in the sales sector—need to be the epitome of that.

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You Just Can't Write This Stuff... Stories within the Special Events Industry

Hello Special Event Industry!                                                                                                            
I’m sure we all have an arsenal of stories that we’ve experienced in the Special Events Industry. Some leave you scratching your head saying, I couldn’t write this stuff.  

In this industry we encounter quite a few interesting clients and employees and handle a particularly large amount of craziness on a day to day basis. Some of our experiences have been off the wall ridiculous, entertaining or downright scary so why not document these situations for all to enjoy.  Stories may be used in social media, blogs or book so, no names or company names.                                                                                                                                                 
Directions:
•    Choose a chapter (or create a new one) tell your story in form below
•    You may submit as many stories as you wish                                                                                  

Chapters:

1. Clients Say the Damnedest Things

2. That Just Broke My Heart

3. No One Would Believe This But..

4. You Want Me to Do What?

5. OMG- The Cake!

6. It Wasn’t My Fault

7. You’ll Never Guess What the _______ Did

8. Whew, That Was a Close Call

9. And This is What I Told the __________

10. What Do You Mean You’re Not Paying the Bill

11. LOL

12. You Can Only Push Me So Far

13. I Want a Discount

14. The Police Are Here

15. The Event That Almost Ended My Career

16. I Need You… the Bride Forgot her ______

17. You’re FIRED!

18. Sue Me

19. Client Added Clause to Contract

Proceeds of the book will benefit SEARCH Foundation that provides financial help for event, meetings, catering and hospitality professionals in crisis.