Gen Z has completely new demands when it comes to sales and marketing. They want transparency, authenticity, and a personal approach. How can you respond to this as a wedding supplier? These are the ten golden tips that expert Jozefien De Feyter from Blinc Sales Institute shared at our House of Weddings GenZ Wedding Conference.
Be consistently present on social media and make sure you are accessible, including via DMs (direct messages or personal messages). It is better to be very active on one platform than half-hearted on 25 different ones. Use smart tools that help you get started and respond efficiently and quickly.
Addressing people is key! Gen Z does not expect a formal “Dear Sir or Madam,” but a personal approach. Use their name and be direct. Transparency in your pricing is also crucial: make price lists and packages easy to find on Instagram and your website. An initial response within 24 hours is the norm, even if it is just a short confirmation that you have received their email and will get back to them.
Don't project your own expectations onto your customer. Not everyone comes to an appointment with both parents or wants to make traditional choices. Listen, be open-minded, and don't judge. Sustainability, for example, is important to Gen Z, but they also want to have fun. Give them the tools to find that balance.
Gen Z wants to know who you are and how you started your business. What drives you? What makes you unique? Don't be a copy of someone else, but share your own passion. Perfection is outdated; show yourself as you really are and be honest in your communication.
Don't sell a product or service, but an experience. Ask experiential questions such as: “How do you want to feel on your wedding day?” or “What atmosphere do you want to create?” Emotional language is more important than pure, often dry, product information.
Text alone is not enough: add photos and videos to your quotes. Keep it short and inviting: “I look forward to your feedback so we can tailor everything perfectly.” Help them with their decision-making process; be their guide, rather than a salesperson.
Know your customer. Listen to their questions and expectations and respond to them. Use a set of golden questions and dare to conclude with: “What do you think? Shall we work together?”
Adapt your pitch based on the three types of decision-makers:
(Source: “Mensen raken = klanten maken” by Jozefien De Feyter & Jochen Roef)
Gen Z experiences choice overload. Therefore, make the process as clear and stress-free as possible. Give them some time to think, but stay involved and involve any sponsors (parents, friends, etc.).
A sneak peek of the end result or a small surprise can make a huge impact. Also document the “invisible” problems you have solved, so they can see how much value you add.
Making a good impression doesn't stop with the sale. Send the couple a card three to six months after their wedding or ask for feedback. This strengthens your bond and can lead to future collaborations or recommendations.
By applying these sales strategies, you build a stronger connection with Gen Z. What's more, you ensure a lasting, authentic relationship with your customers.
Good luck!
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