COVID-19 has badly impacted weddings. However, we will get to a time when weddings can return bigger and better than before. The truth is weddings are still big business. The truth is that there have never been more venues in the UK and Ireland licensed to run weddings, and there have never been more venues willing to host the reception.

Competition for this market is fierce. At the same time, couples are spending more than ever on their big day. Couples are also being more demanding on what they get for their investment. Of course, different people will always want different things from their big day, but it is clear that couples want the wow factor on their big day. In short, to win the business, your venue has to stand out from the crowd in terms of meeting your target couples’ specific needs.

Lack of direction, not lack of time, is the problem. We all have twenty-four hour days.

Zig Ziglar 1926 to 2012 motivational speaker

In a recent survey on 100 venues across the UK who advertise themselves as a wedding venue, we rang to ask for a wedding brochure. 69 venues at this point of contact only took the following details without asking any more questions about the potential wedding;

➢ 32 venues just took the name and address ➢ 15 venues took a telephone number in addition ➢ 22 venues took an email address in addition

Of the 69 venues above 61 sent either a brochure in the post or an e-brochure. 8 sent nothing. 5 followed up with a phone call to check if the brochure had been received. 18 followed up with an email asking if they could help further. None invited the couple for a show round.

31 of the 100 contacted put our researcher through to a wedding specialist who asked more questions about the wedding. Of the 31, only 18 invited the couple for a show round at this point in the enquiry. Of the 18, only 10 made a compelling case for coming on the show round. Would your venue be one of the 10% in this survey?

Our wedding sales conversion training is focused on your venue getting and converting more enquiries and maximising wedding sales as a result. This dynamic one-day programme collaborates between Wendy Clark of Maxima Training and Ciara Crossan on Wedding dates. How much is the average wedding worth to your venue? What if you could convert just one more wedding as a result of attending this day?

Target audience

Suitable for anyone, no matter how experienced they are, responsible for converting banqueting, wedding enquiries into confirmed sales.

Aim of the programme

To enable participants To Maximise Wedding Sales for Your Venue

Programme content

The programme will be fast-paced, and participants will have many opportunities to discuss and share ideas. We will be exploring the key role social media plays in the wedding sales process and how your venue could benefit from this to attract enquiries. We will focus on how essential it is to make a great first impression on the couple at their first point of contact. We will focus on how important it is to get the couple in for a show round and to discuss their plans. We will focus on making your wedding show round a wow experience that differentiates your venue from your competition. We will explore how you can utilise the science of persuasion to give the couple a compelling reason to book with you. We will look at current trends and ideas you can share with the couple to enhance their big day to maximise their satisfaction and sales.


Key content:

  • How to use the wedding sales cycle to maximise wedding sales.
  • How to use current trends in weddings to grow your business.
  • How to use social media to identify and attract wedding business.
  • How to turn requests for wedding brochures into a wedding show round.
  • How to maximise sales conversion from a wedding show round.
  • Using the laws of persuasion principles to get prospective buyers to book now.
  • How to maximise sales and customer satisfaction from the moment they confirm the booking to the wedding day itself.
  • How to follow up the wedding day with an eye to future business from the couple and their friends.

The Programme

When an individual learner or a team sign up to a programme then the experience begins.

The MAX Learning Guide

We will send the individual The MAX Learning Guide on the subject they have signed up to. The MAX learning guide is a structured way to work through the programme. It provides space for learners to take notes and it has expanded information for ongoing reference.

Welcome to the programme zoom call

We will schedule a 15-minute zoom call with each learner to welcome them to the programme, explain the aims and objectives and process and to discuss their individual learning objectives.

Online modules

Learners will then be sent the link to an interactive online programme which they can work through at their own pace. The programme is set out in logical sections and works in conjunction with the learning guide. The length of the online programme will vary depending on the subject.

Group Zoom deep dive-session

Having completed the online modules, learners participate in group session on zoom, with all the other learners on the programme. During this typically two-hour session, we will go deeper into the subject and answer questions to help people absorb and apply the training. Learners also benefit from the social interaction. During this session we will run a quiz on the subject with live scoring. This is designed to give a point to the training and to help validate the training.

Online follow-up and exam

Following the Group Zoom deep dive, each learner will be sent a link to additional online learning and the validation exam for the programme. The results will be shared with the learner and a certificate will be issued to people who graduate from the programme.

Individual Zoom Coaching Session & Review

Each learner will then have a 1 hour Zoom coaching session with their Maxima coach. During this session, the learner will have the opportunity to explore any elements of the programme they need more help with. We will also be challenging the learner to confirm their action plan for using the learning in the real world.

Programme fee

£299 per person plus vat – Rate includes The MAX Guide to Wedding Sales Conversion and access to online modules to support the programme.

Programme Leaders

Wendy Clark was a Director of Sales in the Hotel Industry before co-founding Maxima Training with Martin Pepper in 1995. Wendy has developed dynamic training programmes on maximising sales from show rounds and wedding enquiries which have helped many people to grow their wedding business. Wendy is passionate about sales and great customer service. Wendy says, ‘Of all the things venues sell, weddings are the most demanding, yet also the most fun’. Wendy has two daughters and says, ‘You never know when I may be asked for advice on a potential venue in the near future. I am always looking for ideas.’

Ciara Crossan is the founder and CEO of WeddingDates, which is an innovative software and marketing solution to drive wedding revenue. Ciara knows a lot about weddings, what couples are looking for, how they buy, how they increasingly use social media. Ciara has a wealth of knowledge to share together with her passion and enthusiasm. Ciara says, ‘people getting married, couples have so much choice when it comes to potential venues. The question you need to ask yourself is why should they choose our venue? On this programme we want to help you with an amazing answer to that!’

What our delegates say

  • "Wendy was so lovely. Very accommodating, made me feel very at home and welcome from the moment I spoke to her! She made everything so clear and easy to understand with a modern twist it wasn’t the usual boring course that one would expect sitting down taking notes."

  • "I learnt a lot and have already bought a number of things back to the office with me and used them already in a Wedding show round I had on Saturday morning!"

  • "Ciara is so passionate about weddings and I found the social media part very helpful"

  • "Ciara had a wealth of knowledge on couples buying behaviour which made me think of the changes in the way we currently sell weddings"

  • "I love Purple Cows and key laws of influence"

  • "Thank you Wendy for so many simple tips to wow the couple"

  • "I have been on other wedding training where it seemed to be all about the trainer and what you should or shouldn’t do. It was very black and white. I really enjoyed your training; it was all about the couple and the need to understand what they want from their day and helping them to get it. I really appreciated discussing ideas with an open mind and not being told what to do. Thank you."

  • "I liked that you encouraged us all to be different from each other and be creative"

  • "Thank you for the show round tips. We had a meeting when I got back and we have put new ideas in place. I have already done two show rounds and used some of the techniques. The show round worked a lot better and both couples have booked."

  • "I have already had several positive comments on your confetti idea from couples they loved it."

Terms and conditions

On receipt of your booking Maxima will confirm your booking via email. Maxima will also invoice you the fee for the programme for which the payment is due on receipt. All fees must be paid prior to the training day.

Once booked, fees are not refundable, and cancellations are charged in full. Substitutions are allowed at any time. In case of sickness and or unavoidable problems on the day, then we will endeavour to get the participant onto the next available programme.

Maxima reserve the right to cancel or postpone any programme where minimum numbers are not obtained. In such a case, participants will be offered a full refund or a place on an alternative programme. Should a programme need to be postponed or cancelled, Maxima will notify participants at least 21 days in advance of commencement of the programme.

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