Criticisms of Gen Z in the wedding industry right now are RAMPANT. 

And I keep hearing about ghosting and losing leads in the inquiry process. That’s not a “Gen Z” problem–that’s a systems problem.

Changing wedding search expectations

Gen Z grew up in the internet age–making them “tech natives,” which is just a fancy word for they understand technology and are used to it performing in certain ways.

They expect immediate access to information, immediate responses, transparency, and a personality that sets you apart from the rest.

And because this hasn’t been the top priority for previous generations, I hear these A LOT.

• “It’s unreasonable to expect immediate response times”
• “Why can’t they just wait 48 hours??”

But here’s the thing: thanks to the internet, your couples have A LOT of options. And a lot of GOOD options. 

And they’re most likely doing this for the first time: aka MOST couples don’t have “dream vendors.” They’re sifting through an impossible amount of options and trying to rapidly make an informed decision so they can move on to the next thing on their checklist.

The Challenge

So I challenge the arguments above because those are not “Gen Z” problems–those are systems problems.

And no, that doesn’t mean “just have AI write your responses.” Because Gen Z is also the most AI-literate and AI-hating generation, which means they can spot an AI email from a MILE away, and it gives them the ick. 

So let’s tackle solutions, one problem at a time.

Gen Z expects immediate responses

The reason “I’ll get back to you in 24-48 hours” emails don’t land with Gen Z is because they EXPECT automation.

They expect that if they fill out that inquiry form on your website, that they are getting an automated email with the information they need to make a decision. They don’t want to waste their time or waste your time by jumping on a sales call, if they aren’t already ready to say “YES!” if they like your vibe on the call.

What that means from a systems perspective:

1. Your inquiry form should be embedded on your website from your CRM (Dubsado, HighLevel, HoneyBook, etc.), and collecting key information: Names, Wedding Date, Venue Name, Venue Address, Estimated Guest Count, and anything else you need to know if you are a fit for their wedding.
2. Your inquiry workflow should be automated. So when a new inquiry is submitted, an automated email gets sent out immediately with more information (check out my post about Info Packets here), and let them know when they can expect to hear back from you.
3. Follow up as quickly as you’re able to – letting the client know they either are not a fit or their date is not available, or walking them through next steps, including your booking link for them to schedule a call with you.

“My work speaks for itself”

Your leads already know you do great work – more than likely, they have already read the reviews and stalked your website before they reached out.

But as I said before, you are one of MANY options they’re sifting through. And one of at least a few options that would be a great fit. 

So, if you don’t have that automated inquiry workflow ironed out, the vendors who responded to them the fastest are already booking calls, and securing a deposit. All while the lead was waiting for your response.

I don’t even know where to start with automation

Don’t worry bestie, I gotchu. If you are struggling with losing leads during the inquiry process, your systems may just not be meeting their needs.

Learn how we can fix that in one week with a systems sprint.