What’s actually holding you back from hitting that next-level income goal? Spoiler alert, it’s not a missing strategy (even though we love a good strategy around here). In this episode, we’re diving into the real obstacles: your risk tolerance and your belief in yourself and how both of these play a massive role in scaling your business.

I’ll share a game-changing conversation I had with my coach, how I went from hesitating on investments to making bold (but calculated!) moves, and how tracking my numbers allowed me to bet on myself with confidence. We’ll talk about:

✅ The sneaky ways fear disguises itself as “being practical” and keeps you playing small
✅ How to expand your risk tolerance without taking a nosedive off a cliff
✅ Why data is your best friend—not just to see what’s working, but to catch what’s not and adjust fast
✅ The Gap vs. The Gain and how to shift from feeling behind to fueling your momentum

Ladies, only 1.9% of women-owned businesses ever hit the million-dollar mark, despite making up 39% of all U.S. businesses. That number needs to change. So what’s holding you back? Don’t let it be you.

Press play and let’s talk about stepping into your next-level mindset, making bold decisions, and actually scaling your business, one smart risk at a time.

👋 Let’s connect! DM me on Instagram @MsLindsayJWilliams and tell me what one bold move you’re making this week! 🎙✨

Have you ever heard “I love your work, but I just can’t afford it” and immediately felt like the sale was lost? You’re not alone, but here’s the truth: price isn’t always the real issue.

More often than not, there’s a price gap - a disconnect between what you charge and what the client believes your service is worth. And when that gap exists, potential clients hesitate, look for cheaper alternatives, or walk away altogether. But the good news? You have the power to close that gap, and I’m going to show you how today. 

In this episode, we’re breaking down:

✔️ Why price objections aren’t always about budget (and what’s really happening)
✔️ How couples shift their wedding budget and how you can position yourself as a priority
✔️ The four biggest reasons clients hesitate on price
✔️ Practical strategies to communicate your value, handle objections with confidence, and make booking easier for your clients

If you’re tired of losing sales to budget concerns and want to book more weddings without lowering your prices, this episode is a must-listen.

🚨 Want to dive even deeper into sales strategy? My brand-new course, Booked to Banked, is officially open! This is your step-by-step system to leading consultations with confidence, handling objections with ease, and turning more leads into paying clients.

During launch week, there are exclusive bonuses AND special pricing! Don’t miss out, head to LindsayJWilliams.com/banked to check it out.

Think you don’t need sales skills because you get all your business from word-of-mouth? It might be time to think again. In this episode of the Build That Business podcast, we’re unpacking why referrals alone aren’t enough to sustain and grow your business—and how mastering your sales process can change everything.

Here’s what we’ll cover:

• Why relying solely on referrals is a risky strategy that can leave your business vulnerable.
• How failing to convert referrals could harm your reputation with referrers.
• The power of pairing referrals with a seamless sales system to amplify your growth.
• Actionable steps to future-proof your business and thrive, no matter what.

Plus, I’ll share all the details about my new program, Booked to Banked™, created for wedding pros ready to master their sales systems, close more clients, and take control of their growth.

If you’ve ever felt like there’s a missing link in your business—or wondered why your referrals aren’t turning into consistent bookings—this episode is for you. Tune in, and let’s take your business to the next level!

Links Mentioned:
Join the waitlist for Booked to Banked™ and get exclusive access and bonuses:
👉 LindsayJWilliams.com/BTBWaitlist

When Compliments Turn Into Clients: The Power of Sales Skills

Do you ever feel like your work should speak for itself? That your beautiful designs, stunning florals, or flawless events should naturally bring in the bookings? You’re not alone, many wedding pros feel the same way. But here’s the truth: while your work might get you noticed, it’s your sales skills that get you booked.

In this episode, we’re breaking down how to turn those “Your work is amazing!” compliments into actual paying clients. I’ll share actionable strategies to:

• Move past the mindset of “my work speaks for itself.”
• Guide potential clients through the decision-making process with confidence.
• Avoid common pitfalls that might be holding you back, like overloading leads with information or not clearly defining the next step.

Plus, I’ll tell you why sales doesn’t have to feel pushy or uncomfortable, it’s about creating clarity and connection. I’ll also share a personal story from my own wedding planning experience that perfectly illustrates the power of a thoughtful, seamless sales process.

🎉 Special Announcement: The waitlist for my brand-new program, Booked to Banked™, is now open! If you’re ready to master your sales process and confidently book more clients, head to LindsayJWilliams.com/BTBWaitlist to snag your spot and learn about the exclusive bonus for waitlisters.

Tune in, take notes, and let’s start turning those compliments into clients… because pretty work is just the beginning.

Do you ever feel like sales just isn’t your thing? Maybe you’ve convinced yourself you’re not outgoing enough, not persuasive enough, or just not a “natural salesperson.” If so, you’re not alone—but I’m here to tell you that sales isn’t about having a certain personality or being born with a gift. It’s a skill anyone can learn.

In this episode, I’m sharing my personal journey—from struggling with a stutter to achieving a 96% close rate in my wedding business—and how I discovered that sales is all about strategy, not personality. We’ll break down the unique strengths that come with NOT being a “typical” salesperson, and how those traits can actually give you a massive advantage.

You’ll learn:
✨ Why listening and empathy are two of the most powerful tools in sales.
✨ How introverts excel at building deeper, more meaningful connections.
✨ Why thoughtful, patient decision-makers create the best client experiences.
✨ The importance of delivering what you promise and how it sets you apart in an industry focused on flashy, over-the-top moments.

Plus, I’ll introduce actionable steps to help you start learning and practicing sales strategies that feel authentic and effective.

If you’re ready to turn sales into a skill you feel confident about, tune in now!

💡 Don’t forget: The waitlist for my new program, Booked to Banked, is officially open! Head to LindsayJWilliams.com/BTBWaitlist to be the first to know when it launches.

Have you ever thought, “If I could just be a little smoother during consultations, I’d book more clients”?

The truth is, sales success isn’t just about being charismatic or nailing the pitch—it’s about mastering your entire sales cycle. From getting noticed in the discovery phase to closing with confidence, every step matters.

In this episode, we’re breaking down the six phases of the sales cycle and showing you how small improvements at each stage can lead to big results. You’ll learn:

✅ How to stand out and attract more inquiries in the discovery phase
✅ The secret to turning inquiries into consultations during the connection phase
✅ How to structure consultations to build trust and showcase your unique value
✅ Why optimizing your process can lead to thousands in additional revenue (we’re talking $20K+!)

If you’re only focused on the consultation, you’re missing the bigger picture. Tune in to learn how to fix the “kinks” in your sales process and create a smoother system that turns more leads into bookings.

🎙️ Ready to transform your sales strategy? Hit play now!

🎙️ More Leads Won’t Fix Your Sales Problem: Stop Pouring Into a Leaky Bucket

Think you just need more leads to hit your sales goals? Think again. In this episode of The Build That Business Podcast, we’re tackling a common misconception in the wedding industry: that more leads automatically mean more bookings.

I’m diving into the real issue—your sales process. If you’re losing leads after the consultation or being ghosted after great conversations, it’s time to patch the leaks in your sales bucket. I’ll walk you through:
✅ The difference between sales and marketing—and why you need both.
✅ How to identify weak points in your sales process (high no-show rates, low engagement, or ghosting).
✅ Actionable strategies to tighten your process, close more deals, and turn leads into paying clients.

If you’ve ever wondered why your calendar is booked but your bookings aren’t growing, this episode is for you. Stop wasting time and resources on generating more leads—let’s fix the process and start closing the ones you already have.

🔔 Tune in now and take the first step to plugging those leaks and building a stronger, more profitable business!

👉 Don’t forget to subscribe, leave a review, and tag me on Instagram @MsLindsayJWilliams—I’d love to hear your takeaways! 💬

Ready to build a sales process that works? Let’s do this! 🚀

Welcome to another episode of the Build That Business Podcast! I’m your host, Lindsay J. Williams, and today we’re diving into a highly requested topic: using urgency and scarcity to persuade couples to take action at wedding shows, even if they think the timing isn’t quite right for your services yet.

In this episode, we’ll cover:

• Understanding Urgency and Scarcity: Learn the difference between these two powerful strategies and how to use them effectively at wedding shows.
• Real-Life Scenarios: Practical advice on what to say when couples tell you they’re not ready to book yet, including how to secure future appointments and lock in show specials.
• Visual Aids and Availability Charts: Tips on using visual timelines and availability charts to create a sense of urgency and guide couples through their planning process.
• Flexible Booking Options: How to offer flexible booking options that reduce risk for couples and increase your chances of securing a booking.
• Building a Sense of Community: Techniques for keeping couples engaged and excited about working with you long after the show is over.
• Door Busters and Early Bird Incentives: Creative ideas to light a fire under attendees and encourage immediate action.

Tune in to discover how to turn “we’re not ready yet” into your biggest opportunity. Let’s fill up your calendar now and ensure couples get the best possible service for their big day.

Don’t forget to subscribe, leave a review, and reach out to me on Instagram @MsLindsayJWilliams with your experiences and questions.

Until next time, keep building that business!

Welcome to Episode 88 of The Build That Business Podcast! In this episode, your host Lindsay J. Williams challenges the belief that high-end clients don't attend wedding shows and shares expert strategies to help you attract your ideal customers at these events.

Episode Highlights:

• Busting the myth: Why high-end clients do attend wedding shows
• Understanding the diverse reasons couples attend wedding shows
• Creating an immersive and engaging booth experience
• The importance of pre-show marketing and clear calls to action
• Inviting your own audience to ensure your ideal clients are there
• Leveraging paid ads and personalized invites for maximum impact

Listen now and take the first step towards attracting your ideal customers at wedding shows!

Welcome back to the Build That Business Podcast! I’m your host, Lindsay J. Williams, and today we’re diving into the world of wedding shows and how to transform the inevitable hunt for deals into your biggest moneymaker.

In this episode, we’ll explore:

• Understanding the Deal-Driven Mentality: Why couples flock to wedding shows seeking deals and how to leverage this mindset to your advantage.
• Defining a Show Special: What a show special is (and isn’t), and why it’s more than just a discount.
• Creating High-Value, Low-Cost Offers: Tips on crafting irresistible offers that provide high value to couples without breaking your bank.
• Adding Value vs. Offering Discounts: Why adding value enhances your brand and attracts the right clients.
• Maximizing Your Show Special: Strategies to promote and maximize the impact of your show special, driving immediate action from attendees.

This episode is packed with actionable insights to help you capitalize on the deal-hunting craze at wedding shows. Get ready to turn this common challenge into your biggest opportunity!

Tune in, and let’s keep building those businesses! Don’t forget to share your show special ideas with me on Instagram @MsLindsayJWilliams.