In this brief dialogue, two speakers discuss a sales coaching technique for wedding vendors. They contrast the common approach of asking clients what wedding elements they want (e.g., first look, ceremony, father‑daughter dance) with a more effective method: asking why those elements matter. By prompting clients to articulate the emotional reasons behind their desires, vendors help clients hear their own motivations, generate excitement, and build a deeper connection. This emotional engagement creates a clear point of differentiation from competitors who simply present package options without exploring the client’s personal story.
What most people might do on a sales call is that they'll do something where it's like, what do you want on your wedding? They'll list off, oh, I want the first look, I want the ceremony, I want father-daughter dance. Getting past that is to ask, yeah, I guess if you were to have that, like, why is that important for you to have?
And they'll say like, every moment with my mom and my dad and my two brothers, we're really, really close. All those moments are super important for me.
People have reasons for wanting stuff, right? You just have to ask them what the reason is. We might know all these things already, but we really want them to say it out loud because it's more important not necessarily that you know, but it's also important that they hear themselves say it. When they say it out loud, it means a lot more to to them than if they're thinking in their head. You get them talking, you get them like really excited about this idea of reliving like a special moment with people they really care about. You're able to get like a lot more of a connection and a lot more of a separation than compared to, here are my packages, package 1, 2, and 3, what do you want? And that's kind of what most people do. And if you do this, that's how you're able to create a lot of separation from you and your competition.
