Think your sales process is helping you book more couples? It might be doing the exact opposite. In this replay of one of our most popular episodes, Sam breaks down six sales tactics that seem smart on the surface but actually hurt your chances of booking. From proposal deadlines to automated replies, you’ll learn why these strategies often fail and what to do instead to convert more inquiries into paying clients.

Takeaways:

• Why scarcity tactics like proposal expiration dates can push buyers away instead of prompting action

• How over-qualifying leads can hurt your booking rate, especially if you’re not getting enough inquiries

• The problem with treating discovery calls like sales pitches and how to shift your approach

• Why quick, personal responses often matter more than polished automation in a luxury market

Last week, we talked about them—your buyers. Their psychology. Their motivations. What makes them say yes.

But this week? We’re turning the mirror around.

Because here’s the uncomfortable truth: Too many business owners are building companies to please other people.

Trying to match what their peers are doing. Trying to win over buyers who may not even be the right fit. Trying to make their business look impressive from the outside while feeling completely misaligned on the inside.

If that’s you, I want to shake you by the shoulders (gently) and say: You didn’t start your business to impress strangers. You started it to create freedom from a 9-5, from boring work, from doing what other people tell you to do.

So let’s go back to the real question: Why do you own your business?

What motivated you to step out on your own in the first place? What do you really want from this thing you’re building?

This episode isn’t about your clients. It’s about you.

I’ll walk you through the 9 core psychological motivators that shape not just how we buy but why we start businesses, how we grow them, and the decisions we make along the way. I’ll share my own stories, from my early days of chasing esteem and achievement to what actually fuels me now: autonomy and empowerment.

And I’ll challenge you to get brutally honest about what’s driving you so you can start building a business that actually serves the life you want.

No more old goals. No more outside validation.

If you’re looking to stare burnout in the face and laugh, it’s a helluva lot easier when you believe 1000% in why you’re doing what you’re doing.

Let’s talk about how to own YOUR business.

Today’s wedding couples aren’t booking vendors just for pretty pictures - they’re booking for how you make them feel. In this listener-favorite episode, we break down the emotional and psychological drivers that influence their decisions. 

You’ll learn why surface-level wants like flowers or photos are really about deeper needs like belonging, esteem, and connection, and how to uncover those needs in your clients. 

Packed with practical examples for planners, photographers, stationers, and more, this episode will help you craft messaging and experiences that resonate at an emotional level and inspire couples to say “yes.”

What You’ll Learn:

• The 4 core desires driving wedding clients

• Why emotions matter more than details

• How to craft messaging that connects on a deeper level

Selling to BTS Decision-Makers with Amrit Dhillon‑Bains

Selling and managing luxury weddings is hard enough. Add multiple decision makers, deep cultural traditions, and high emotional stakes — and it becomes a true test of your sales and client service skills.

In this episode, Sam sits down with Amrit Dhillon‑Bains, founder of Anaïs Events, a Northern California–based planning and design firm specializing in upscale, highly personalized South Asian weddings. Amrit brings a rare blend of creativity, business acumen, and cultural insight to her work, helping families plan multi‑day celebrations with hundreds (sometimes thousands) of guests — while keeping everyone aligned.

Amrit shares how she:

• Identifies and maps out key stakeholders early in the process

• Gains trust and buy‑in from even the quietest or most resistant decision makers

• Handles sensitive family dynamics with empathy and authority

• Prepares clients to make informed budget decisions without alienating them

• Personalizes proposals and sales conversations for each unique family and situation

• Balances flexibility and boundaries to maintain a sustainable business

Whether you work in luxury weddings or simply want to improve your ability to sell and serve complex client groups, this episode is packed with insights you can apply right away.

Connect with Amrit Dhillon‑Bains:

Instagram: @anaisevents

Website: www.anaisevents.com

Welcome back to the podcast! This time of year, so many wedding pros are deep in the ramp-up for busy season juggling timelines, emails, client meetings, vendor questions, and still trying to execute this weekend’s wedding on top of it all. It’s exciting, but it’s also exhausting. And if you’re not careful, it’s easy to say yes to everything… and end up with nothing left in the tank when it really counts.

That’s why today I’m sharing a replay of one of my favorite episodes all about the power of saying no.

If you’ve ever found yourself stretched too thin, feeling like there’s no room left for the work that really lights you up, this conversation is for you. We talk about how saying no — even during your busiest months — can actually help you prevent burnout, recharge your batteries, and keep you focused on what matters most.

Because when your calendar is packed with low-priority tasks, there’s no space left to say yes to the big opportunities that can move your business forward.

So as you head into the thick of wedding season, take a breath and listen in. Let’s dive into the replay.

In this episode, I’m joined by negotiation expert Alex Carter and executive presence coach Anne Marie Nest for a conversation about what it really means to lead with presence. We talk about the myths around confidence, how to interrupt negative self-talk, and why executive presence isn’t something you’re born with—it’s something you can learn and practice. Alex and Anne-Marie share personal stories, practical tips, and simple strategies you can start using right away. If you want to show up with more clarity, confidence, and command in your business, this episode is for you.

If you’ve ever felt stuck in your pricing, messaging, or marketing — this episode is for you. We’re digging into the real difference between confidence and competence, and why clarity is the missing link for so many creative entrepreneurs. You’ll hear why “fake it till you make it” rarely works in the long run, how competence builds true confidence, and what to focus on if you want better inquiries, stronger sales, and more aligned clients. Ready to stop guessing and start growing? Let’s get into it.

What happens when a luxury brand scales without losing its heart?

In today’s episode, I’m sitting down with Eleanor Scola and Pablo Oliveira from Nuage Designs to explore exactly that. 

You’ll hear how a hospitality setback led to the founding of one of the most beloved names in high-end event rentals—and how trust, humility, and shared values have shaped a thriving leadership dynamic. This one’s a masterclass in growing with integrity and trusting your team.

Let’s dive in.

Success doesn't happen by accident. It’s done on purpose, when someone decides what they want with clarity and then maps out a plan to make it happen.

Today's guest, Twah Dougherty, started her career as a wedding photographer with a very specific intention. If you asked her, she would say it was her vision - and a big part of it relied on building expertise in a few key areas for her business. 

Today, Twah shares her story of stacking those skills she needed to grow her business into the powerhouse it is now.

• How to communicate with affluent and ultra-affluent buyers

• How to pinpoint your ideal client avatar and create messages that matter

• How to identify the soul of your business and remain true to it as you grow

Social media strategy is more than just posting pretty pictures.

At least that's what we say at Duet Social Media, the new agency, Abby Jiu and I cofounded during the winter.

I had Abby on a few months ago to discuss 2025 social media trends, and we had an outstanding response from the audience. On today's episode, we talk about how to create a strategy for mid and long-term success based on more than just showcasing your portfolio in your IG grid.

You'll take away from the conversation:

• Core components for a solid social strategy

• The power of a personal brand story on IG

• Simple ways to engage your audience to boost your posts

• Three common misconceptions about social media in the wedding industry at the luxury level

Get ready for your head to get bigger - and hopefully your inbox fill with more ideal clients - in the next 40 minutes.