Description
Couples don’t book the best supplier. They book the best supplier they understood, trusted and heard back from. Most wedding professionals never trained in sales, and it shows in slow replies, nervous price conversations and couples who go quiet after the proposal.
The Wedding Sales Handbook takes what The Wedding Academy teaches about selling and makes it wedding-specific and current for 2026 and 2027. It’s written for planners and coordinators, stylists and florists, venue sales teams, photographers and videographers, celebrants, hair and makeup artists, caterers, hire companies and anyone starting a wedding business. No fake scarcity, no invented reviews, no pressure: just a clear process, good questions and the words to use.
What’s inside
- The sales mindset: why selling is serving, who the buyer really is, how couples find suppliers now, your unique value and offers couples can say yes to
- From enquiry to conversation: where good enquiries come from, enquiry forms that qualify gently, the first reply by email, DM, WhatsApp and video, the discovery call, the pitch and the proposal
- Winning the booking: rapport and inclusive language, a calm method for objections, closing plainly, holds and deposits, and following up without being a pest
- After the yes: welcome sequences and the first 30 days, change requests and well-timed add-ons, reviews and referrals, and selling to venues, planners and corporate clients
- Sales systems and growth: pipelines, CRMs and automations, AI tools with clear guardrails, the sales numbers worth tracking, role-play drills and training a team
Throughout the book: stories from the field, “Try saying” scripts for email, DMs, WhatsApp, voicemail, phone and video, 19 step-by-step sales recipes (the same-day enquiry reply, the proposal video walk-through, the booking hour, the 15-minute follow-up sweep and more) and practical tips. At the back: The Sales Toolkit, with the wedding sales pipeline, enquiry form fields that qualify, first-reply templates by channel, a discovery call script, forty discovery questions, a proposal checklist, an objection response bank, closing lines, a follow-up sequence, review and referral scripts and weekly and monthly sales routines, plus a glossary and resources.
What you get
- The complete book: 376 pages in full colour
- 16 chapters in five parts
- 80 fillable workbook pages for your offers, pipeline, scripts, objections and sales numbers
- The Sales Toolkit: 14 ready-to-use tables, templates and scripts
- Instant download after purchase
- Works in Adobe Acrobat Reader (free), Apple Preview and most PDF apps
Also included
- Bonus: the workbook pages as a separate, lighter fillable workbook PDF (102 pages), easy to print for you or your team
Written by Jac Bowie, owner and CEO of The Wedding Academy, which has trained more than 11,000 students since 2004.
Digital product: no refunds once purchased and downloaded. Please download and save your copy. You may print the workbook pages and adapt the scripts for use in your own business. Please don’t share or resell the file.
Prefer print? Order the full-colour paperback here, $69 USD. See the whole series at weddingacademyglobal.com/books.
Who this book is for
- You’re a wedding planner, stylist, florist, photographer, celebrant or supplier who never trained in sales
- You get enquiries but too many couples go quiet after the price or the proposal
- You sell for a venue or wedding business and want a clear, honest process your whole team can use
Not sure yet? Read the first chapter free, workbook pages included.
Questions about The Wedding Sales Handbook
Who is this book for?
Any wedding professional who sells their own services, or sells for a business they work in: planners and coordinators, stylists, florists, venue sales teams, photographers and videographers, celebrants, hair and makeup artists, caterers and hire companies. If you’re just starting out, it helps you build good habits from your first enquiry.
I hate selling. Will this suit me?
Yes. The whole book is built on selling as a form of service: listening properly, explaining your value plainly and making the next step easy. There’s no pressure selling, fake scarcity or invented reviews anywhere in it.
How is it different from The Wedding Business & Marketing Handbook?
The Business & Marketing Handbook covers setting your prices and the basics of a sales process. This book goes much deeper into the conversations themselves: the replies, calls, proposals, objections, closes and follow-ups, with the words to use.
What's the difference between the ebook and the paperback?
Same content. The ebook is a fillable PDF you download straight away, so you can type into the workbook pages, and it comes with a bonus workbook to print. The paperback is an 8 x 10 in full-colour softcover printed and shipped by Blurb.
Can I use the scripts in my business?
Yes. Adapt them so they sound like you, and check the consumer, privacy and marketing rules where you work.
Can I share the ebook with my team?
The ebook is for use in your own business. You may print the workbook pages for your team, but please don’t share or resell the file itself.
The Wedding Academy Handbook series: ten books by Jac Bowie for wedding planners, stylists, florists, business owners, venues and couples. See every book in the series. Pairs well with The Wedding Business & Marketing Handbook 2026 and The Wedding Venue Handbook.
