Friendor Preferred | The 4 Step Recipe

Throughout 2020, I have experienced 2 things when it comes to being a “preferred planner”;

• Being added to a number of preferred lists with vendors and venues
• Being asked how the heck to make the list

Currently, I am on 18 preferred lists. ALL of these happened in 2020 and not one of them started out as or is continuing as, a stream of income.

Here’s how I created organic + sustainable relationships.

1. Build a Meaningful Relationship

When covid hit (and let’s be honest.. it will still be hitting our industry for the duration of 2021), an opportunity arose when all of a sudden. Across the board- we were on the level playing field. It didn’t matter if you had been in business for 30 years or 30 days. We all had our reset button hit.

Devastating for some and a fire lit for others, one thing was clear; the only way through this storm would be together. Here we found ourselves stripping away all the fluff and taking a good hard look at who we were, what we were, and where we wanted to go.

All of a sudden, the people we wanted to be surrounded by became very clear.

Thanks to Instagram, we were able to see transparency in brands like never before. Seeing the people behind the brands was easy and connecting organically was authentic. The venues and industry professionals we had been admiring for so long just became ‘real people’ overnight.

Finally, we were in a moment of vulnerability together where we needed each other. Whether it was a “hey I’ve loved you forever”, a High 5, an Amen or a virtual hug, it was the only connection we had and this connection meant the world. We would become the tough breed that made it through. The ones that, even though from different fields, demographics or hierarchy, would nod in respect to each other from across any room in the years to come. We checked in on one another, made time for each other, talked each other through the next shift and what’s more, became unexpected confidants. The need for community and to support one another is one of the most innate aspects of being a human. The place where the seed of “community over competition” was cultivated.

2. Promote their Business

Great! Now you’re friends for life. Obvi. What do friends do? They become walking billboards for their friends. And that’s what’s next!

• Do they have a great perspective posted? Share it!
• Product in stock? Share that!
• Did they post a gorgeous shot from 3 years ago? Share it too!
• Did they put in new flooring? Interesting? Meh. Share it anyway!
• Is it their anniversary? Birthday? Neighbourhood Sidewalk Chalk Party
• Share it!

We all know what exposure does for our businesses. Not only are you helping them reach your audience, but they are also resharing your share with love and you are reaching their audience in return. Congratulations, the community build just went full circle! Now- the business loves you, their people love you. What’s next?

3. Collaborate

• Who better to spend your time with than those in the industry on the same path as you?
• Do you have common goals?
• What can you achieve by working together?
• As a wedding professional, what can you do that will make their lives easier?

Have a candid conversation about where you are and where you want to be. Work together to make this happen! Perhaps it’s a styled shoot, maybe you know a vendor that is the solution to their greatest challenge. Maybe that vendor is YOU! Or maybe they want to build their business and while you work together to promote, the business enters through both of your doors? Something that would not have been likely without that one conversation.

How are the both of you, together, a solution for someone else’s challenges?

Maybe that’s a vendor or couple? Bring them into your zebra circle and help them too! The organic revolving door of referrals just became the bottomless pit of ideal clients for all of the vendors involved. Now we nurture loyalty.

4. Showing Up + Following Up

• What would happen if we only reached out to our friends when we needed something?
• What if we never sent them a high-5 or acknowledged when they were struggling? How long do you think they would be our friends?

Your industry relationship aren’t any different!

WRITE THAT DOWN BECAUSE IT IS THE SINGLE MOST IMPORTANT STEP HERE!

There is no need to divulge our deepest darkest secrets to each other, and we don’t need to go on a 3-day bender when the covid dust settles, but not showing up or following up when we feel we are in the clear- not only cheapens the relationship that meant so much during such a difficult time, it will undoubtedly leave one of you feeling used and empty. This will have you overlooked faster than you can say Pfizer and you’ll be right back where you started.

Where your mind goes, energy flows.

Maintaining healthy relationships in your industry isn’t time-consuming and it is by no means difficult. It just takes respect, love and genuine care. If this ever becomes labour intensive for you, this is a clear indicator that you are not the right fit for each other and you may no longer be on the same journey. Time to level up with those that ignite you.

Go back and repeat Step 1.

Nicole Konkin proudly holds her certifications as WPICC and CWD and is the Founder + Wedding Producer of Sugar Plum Events in Edmonton, Alberta. Nicole relentlessly supports her community and it lights her fire to connect industry professionals together to achieve their audacious goals. After all- someone is going to achieve it, why the heck can’t it be you!? As a Wedding Producer, her passion is storytelling production. From set designs, curated experiences to multiday celebrations all the way down to the fine details and impeccably placed flatware; wedding production is where her heart has been at since she was 5 years old in small-town Saskatchewan. If you ever feel compelled to reach out, her inbox is always open! Nicole@sugarplumevents.com