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Hey, CEO! Time for another, real heart-to-heart for a second. Have you ever been on a consult where the vibes were high, the couple was nodding along, and you just knew you were the perfect fit? But then, the dreaded words come out: “We just need to think about it.”

Your heart sinks. You smile politely and say, “Of course! Take your time.” And then? You never hear from them again. You’ve been ghosted.

If this sounds familiar, I want you to hear me loud and clear: Your sales process is broken. But don’t worry—we’re going to fix it today. You aren’t losing deals because you aren’t talented; you’re losing them because you’re being too accommodating.

Here is exactly how to stop “kicking the can down the road” and start multiplying your bookings—without ever feeling like a pushy salesperson.

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1. Reframe “I Need to Think About It” as Feedback

When a couple tells you they need more time, they aren’t necessarily saying “no,” but they definitely aren’t saying “yes.” In the sales world, a “maybe” is just a slow “no.” I always tell my students that this phrase is actually a gift—it’s feedback on your performance during that call.

“When a couple says, ‘I need to think about it,’ that’s not an objection. It’s feedback. That’s them telling you that you failed to create urgency on the call… and thinking about it turns into ghosting almost every single time.”

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2. Understand the Difference Between Urgency and Pressure

This is where most wedding pros get stuck in their heads. You don’t want to be “that” salesperson—the one using gross, manipulative tactics. But there is a massive difference between pressure (which is for you) and urgency (which is for them). Pressure is manipulation; urgency is leadership.

“Pressure might sound like ‘you need to book right now today.’ Urgency sounds more like, ‘I just wanna make sure that you’re aware that October is one of the busiest months… I just wouldn’t want you to be upset if you came back and that date wasn’t available any longer.'”

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3. Dig Deeper into the Real Objection

If you let a couple leave the call with “I need to think about it,” the objection stays in their head where you can’t solve it. Usually, they are either comparison shopping or they are uncertain about the value. You have to be brave enough to ask the follow-up question.

“I totally understand this is a really big decision. Can I ask specifically what you need to think about? Is it the investment, the timeline, or is it something else completely? Now they have to tell you the truth because ‘I need to think’ isn’t the real objection.”

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4. Lead with Expertise and Confidence

You know your calendar is going to fill up. You know you provide an incredible service. Sharing that isn’t bragging—it’s protecting your couples from losing their first choice. When you lead the conversation with confidence, they actually appreciate the honesty.

“When we started doing this inside of my own planning company, our couples actually thanked us for that information. Our close rates started going up because people appreciated knowing the reality. It’s literally leadership.”

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5. Never Let the Decision “Float in the Universe”

If there truly is a reason they can’t sign today (like needing to talk to a parent or a fiancé who wasn’t on the call), that’s fine! But do not end that call with a vague “keep me posted.” Every single consult should end in one of two ways: a contract or a follow-up date on the calendar.

“Never let it float in the universe because floating turns into ghosting… There is no third option. No ‘just keep me posted.’ No ’email me when you’re ready.’ That’s how deals die. People don’t ignore meetings on their calendar; they ignore vague intentions.”

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Before You Go

Stop Ghosting Your Own Success.

CEO, let me give you permission to see your sales calls differently. You are not being pushy when you lead to the sale; you are being helpful. When you allow a couple to walk away without clarity, you’re actually doing them a disservice by letting them risk losing their dream date.

The difference between a 10% close rate and a 30% close rate isn’t “luck”—it’s a skill. And that skill can literally double your revenue without you spending another dime on marketing. Are you ready to stop losing deals you should be winning?

Click here to book your FREE Gap Assessment at weddingproceo.com/application!

and let’s audit your sales process together. It’s time to step into your role as a confident CEO!

Stay Connected:

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

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FAQ

Q1: Is it really pushy to ask why they need to think about it?

Answer: Not at all! It’s helpful. You are providing a service by ensuring they have all the information they need to make a confident decision. If they have a concern you can address in two minutes, you’re saving them hours of stress later.

Q2: What if I’m just starting out and my calendar isn’t actually full?

Answer: You don’t have to lie! You can still speak to the reality of the industry. “Engagement season is here and I’m doing consults daily” is a true statement for most pros. The goal is to let them know that your availability is a finite resource.

Q3: How do I get over the “awkwardness” of asking for the sale?

Answer: Practice! One of my students went from an 18% close rate to over 35% just by changing how she managed the end of the conversation. It feels awkward at first, but that feeling fades as your bank account grows!

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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.