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Let’s start with a truth bomb that might sting a little:
If you feel gross selling, it’s because you are focused on what you can get instead of what you have to give.

I want you to let that land for a second. If selling makes you uncomfortable right now, I don’t think you’re being “humble.” I think you’re avoiding your responsibility as a leader.

I posted on Instagram about how “not selling” is actually doing a disservice to your clients—and y’all, it went absolutely viral. I got pushback from educators saying we shouldn’t put pressure on couples.

I’m here to tell you: No. Absolutely not. Hard stop.

We are business owners, not a charity. Ditch the “salesy” fear and actually serve your couples, here is why your mindset around selling needs a total 180.

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1. Stop Treating Your Business Like a Hobby

Way too often in the wedding industry, we treat our businesses like they’re just something we do for fun on the side. When you treat your business like a hobby, your couples get confused. They aren’t looking for a “friend” who’s afraid to talk about money; they’re looking for a professional who can solve their problems.

“We are business owners, but way too often in the wedding industry, we treat our businesses like a hobby or a charity we’re running. That mindset is exactly why so many of our couples are confused.”

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2. Your Couples Are Craving Leadership

Most couples have never planned a wedding before. They are overwhelmed, they’re seeing horror stories on TikTok, and they don’t understand pricing. When they sit down for a consultation, they aren’t looking for you to say, “Okay, let me know what you think!” They want you to lead them to a decision.

“What they don’t need is you to just say, okay, let me know what you think. That is not helpful to them. They are trying to check off booking these vendors off of their list.”

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3. If You Don’t Sell, You’re Doing Them a Disservice

If you truly believe you are the best pro for them—that your systems are refined and your heart is in the right place—why would you encourage them to go spend six more hours researching competitors? When you tell them to “go look at everyone else,” what you’re actually saying is that you aren’t sure if you’re the best fit.

“You should want to protect them from booking someone else who’s cheaper but unprepared for their event… That’s not pressure, that’s not sounding salesy… That’s your responsibility as a seasoned pro.”

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4. Selling is Leading, Not Convincing

Selling isn’t about arm-twisting or being a “used car salesman.” Selling is simply helping someone make a decision. Leadership requires clarity, confidence, and direction. If you shy away from the sale, you aren’t “serving” them—you’re letting your own fear of rejection get in the way of their best wedding day.

“Selling isn’t convincing someone to do something that they don’t wanna do. Selling is helping someone to make a decision. There’s a huge difference here.”

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5. Revenue is the Lifeblood of Your Impact

You cannot have a legacy in this industry if you don’t have income. You don’t get freedom in your life and you don’t get to help more people if you can barely pay yourself. Selling is a non-negotiable part of your job description every single day.

“Every single business survives on sales. You don’t get to impact this industry and these couples, you don’t get to be part of their legacy if you don’t have income.”

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Before You Go

CEO, it is time to stop hiding behind “being helpful” and start actually leading. Your couples are waiting for someone to guide them, to protect them, and to give them the confidence to move forward. If you know you are the best at what you do, you owe it to them to lead them to that “yes.”

Are you tired of hoping for bookings and ready to start commanding them? I want to help you find exactly where money is leaking out of your business because of a “broken” sales process. Book your free Gap Assessment right here and let’s get you on the path to becoming a more decisive, confident, and profitable CEO.

Let’s Stay Connected:

Loved this episode? Let’s keep the conversation going! Tag me in your stories and let me know your biggest “aha” moment.

Podcast: The Wedding Pro CEO Podcast
Instagram: @brandeegaar
TikTok: @brandeegaar
YouTube: Brandee Gaar

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FAQ

Q1: How do I avoid sounding “pushy” during a consultation?

Answer: Focus on discovery! When you understand their pain points and offer a specific solution, the “sale” is just the natural next step. Leadership isn’t pushy; it’s providing a clear path forward.

Q2: Should I tell my couples to look at other vendors?

Answer: Only if you truly aren’t the right fit. If you know you can serve them best, leading them to book you protects them from making a mistake with an unseasoned or “cheap” vendor.

Q3: What if I’m afraid of rejection?

Answer: Most “fear of selling” is actually fear of the word “no.” Inside Wedding Pro CEO, we work on shifting your mindset to see a “no” as clarity, and a “yes” as the opportunity to provide an incredible client experience.

Q4: Why does my sales process feel so clunky?

Answer: It’s usually a lack of systems. When you have a refined process, you aren’t “convincing”—you’re guiding. Confidence comes from having a solid foundation.

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💌For business inquiries: sayhello@weddingproceo.com

Heads up, CEO! Some of the links I share may be affiliate links, which means I may earn a small commission if you decide to purchase—at no extra cost to you. I only recommend tools and resources I actually use and love, and that I believe will help you grow a profitable, sustainable business you’re obsessed with.