Managing Client Expectations in a COVID World
It’s been just over a year and a half since the world as we knew it changed before our eyes. In that time, we’ve faced hardships unlike any other — but, we also built communities, shared laughs, and embraced time with our loved ones.
The wedding industry has been a resilient force weathering the storm, even when it meant stopping live events in full force and taking our meetings to Zoom. Caterers offered meal deliveries, photographers promoted small family shoots, and planners learned the way of virtual—and now hybrid—events. Where there’s a will, there’s a way.
Now, with the industry reopened and weddings back on the table, most event businesses are feeling the strain of an unprecedented wedding boom. There’s so much to do in so little time! Fortunately, creatives are built to last. We were trained to adapt and thrive in the toughest situations.
Our clients, on the other hand, aren’t quite there.
What might feel like “full steam ahead” in your business still feels concerning to our clients. There are so many moving pieces to plan a wedding in the late stages of a pandemic and, for most couples, it can feel like too much to handle.
Guest counts are always changing. Safety protocols are a priority. Should they require vaccines from guests? What if they’re not ready to pull the trigger?
Needless to say, there are still many concerns in relation to last-minute changes. After all, the couples planning their weddings today have seen countless weddings postponed, cancelled, or pushed to virtual in the past year and a half. In fact, some of those couples might have had their own wedding postponed!
Wedding professionals have always had to serve as their clients’ guiding light, helping them to overcome the emotional and mental obstacles throughout the planning process. But, now, that responsibility has moved to a whole new level.
So, how can you show up as a reliable, trustworthy wedding professional in a time that feels all too confusing and overwhelming?
Be a listener.
While it’s not your job to make decisions for a couple, you are likely the one they come to for advice about wedding planning. As busy as you may be in this season, make sure you are creating a safe space for all of your clients to feel comfortable coming to you with concerns. Listen to their fears, address their questions, and help them to find a solution to their worries. Showing up for them is half the battle!
Accommodate whenever possible.
Couples feel understandably stressed when they don’t have control over a situation, so it’s up to their creative team to mitigate the pressure and make planning as easy as possible. Expect last-minute changes and be prepared to figure it out on their behalf when possible.
For example, they may not have control over their grandparents’ attendance at their wedding. If it changes at the eleventh hour, you must do what it takes to adjust the ceremony timeline and seating chart accordingly. These are difficult decisions for them, and wedding professionals must do everything in their power to make it easier.
Know when to say “no.”
While it’s vital to be accommodating in this season, you must also avoid overpromising something you cannot deliver. There will be issues out of your control that require you to tell them “no.” For example, if a bride’s favorite exotic florals cannot be received in time due to supply line or shipping delays, there’s nothing you can do about it.
Of course, “no” is never an easy word to hear. A good rule of thumb is to always say “no, but” and offer them an alternative option. Consider the difference between the following:
“No, we cannot serve buffet styles at this time.”
“No, we cannot serve buffet styles at this time due to safety protocols but we can space out interactive food stations to maximize guest engagement and maintain a casual flow.”
The first couple would feel like they are rejected and missing out on something they really wanted. The second, on the other hand, will feel heard and appreciate knowing that they are getting the best possible experience given the circumstances.
Client expectations have run the gamut since the pandemic started, and couples will continue to worry and propose unrealistic expectations for the foreseeable future. While you cannot change the way a couple feels at the end of the day, you have full control over how you approach the situation and provide them with the support they need.
