Increasing your Average Booking Value (or ABV) per customer is one of the quickest and easiest ways to drive revenue, and in this article I’ll share just a few of the ways you can do this.

Why?

Customers who have previously bought with you are your HOTTEST buyers. They have already decided that they: like your brand, trust you, and have given you money for something else. Which means the emotional barriers to buying have been addressed. Now when we offer them other products or services, it is a much smoother pathway to the cash register. So now we understand a little about the psychology, let’s look at how we can do this elegantly without any sleezy, pushy sales none of us want to be associated with.

Keep in touch

Once the first sale has been made these buyers need to hear from you on a regular basis. We teach our clients to use simple email newsletters targeted specifically to clients who have already made their main purchase. These email newsletters contain helpful tips, links to your blog posts or amazing IG post and critically include upsells. When we drop these into our buyer’s inboxes a few things happen:

1. They are likely to open the emails as you’re a business they know, like and trust
2. They enjoy and appreciate, the tips and advice you share
3. They SEE other things they could be purchasing. And people can’t buy what they can’t see!

We recommend using an email marketing platform such as Mailchimp, Mailerlite or Active Campaign. These are user friendly especially for us often-low-tech Bridal folk! They hold the persons data securely and have automated ‘unsubscribe’ built in. So all you have to worry about is creating the actual email and adding some lovely images. You’ll even be able to see who’s opened the emails and who’s clicked on any links. If you haven’t yet dived into the world of email marketing, now is a great time to start!

VIP events

Think about hosting VIP events for your ‘already purchased’ customers. How would that look very different to a typical store event? Create an experience and showcase based on the ‘extras’ they now need. On their main purchase they may have felt some level of overwhelm, but inviting them back to the VIP event feels fun, luxurious and creates another space for them to buy.

3 important steps to consider:

1. PROMO: Promote the VIP event at the time of the first purchase. Even as thy have their first appointment you can be explaining that your brides get exclusive events invitations. Build anticipation so it feels like a members club they want to be inside of! Be sure to get their email address once they purchase and let them know they are now in the VIP club! They’ll be receiving dedicated emails with tips and help and their special event invites.
2. COLLABORATE: Considering collaborating with other Wedding Professionals who can complement this type of event. They can help to create an even more enjoyable experience for your customers and take some of the pressure off of you when delivering your VIP session.
3. MORE THE MERRIER: Encourage them to bring bridesmaids and mothers. We all know these people can spend too! And as they aren’t the ones worrying about the size of the whole wedding budget they can often be the ones buying the extras for themselves and the bride!

In conclusion

Know that your existing customers are your hottest buyers and increasing your ABV can be one of the best ways to push up overall business revenue.

Now time to put this into action! I’d love to hear about your results after implementing this so DM me on Instagram and keep me updated with how you got on: @wedding_Kelly