What it Takes to Grow an Event Business


Who’s Helping You?

And why it matters more than you think

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I’m guessing you’re getting inundated with “experts” trying to educate you. (BTW, I prefer to help - not educate - my clients…) Everyone who’s had a good run for a few years is now an “educator.”

But who are you learning from? What are they teaching you? Will it work for YOUR business? Ask yourself…have they:

Succeeded for more than just a few years?

Ever sold a wedding (or hundreds)?

Trained dozens and dozens of wedding professionals?

Worked in multiple markets and a variety of fields?

Triumphed with more than just their own/one company?

After 12+ years selling 500+ weddings for millions of dollars and leading teams in various fields across the country for mass-market, premium and luxury clients I can assure you the person who coaches/mentors/guides you matters. A lot.

Ask any of my 75+ one-on-one clients or 25+ speaking engagement attendees and they’ll tell you the same thing.


Grow Faster with an Expert

It's hard to build your business, especially when you’re maxed with what’s going on in the day-to-day. You need a simple plan and an experienced guide to get you there.

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Why aren’t you hitting your goals?

As a business owner, you're supposed to know what to do. At some point, though, you run into a challenge you can't overcome without help. What used to be successful or clear is now hard, confusing and frustrating. You've lost your way and you don't know where to begin to get back on track.

Good leaders know they can't do it all by themselves. If you're starting out or stuck, you need marketing and sales programs to get growth. If you're struggling or stretched, you could probably use a fresh perspective to keep the organization structured and stable.


Are You a Wedding Pro?

Good. I’ll work with you.

I work with clients in all fields, all markets, all levels of success (from just starting out to premium to the luxury space), and all company sizes.


I help photographers, planners, designers, venues, florists, rental companies, DJs, linen providers and anyone else in the industry.


Secrets of a Wedding Industry Growth Strategist

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No one wants to be lectured - and that’s how it feels when you “educate” your potential clients. So stop doing that right now. Why not help them instead? Your couples (probably) haven’t done this before. Give them the guidance no else is and you’ll quickly stand out as the leader in your comp set.

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If you want to stand out in a crowded marketplace create an extraordinary sales experience. Why? The behaviors you demonstrate show buyers what they can expect as your client. It matters very little what you say. How you make them feel is what they’re going to consider.

Most entrepreneurs are risk-takers: Try it and see what happens. Why not? It got you here…but will it get you where you want to go? Maybe. Are you willing to take that risk? When the stakes finally get high enough it’s probably a good time to start with a plan created by someone who’s been “there.”

Sam takes complex sales information and makes it easy to understand by walking people through it in simple terms. The how-tos he offers can be applied to the next sales meeting.
— Julie Mead, VP B2B Marketing, The Knot

When Did Good Enough become Good Enough?

How I took natural ability and married it to the science and art of sales

Most wedding pros aren’t growth experts. You started doing what you do because you’re creative, love making people happy, or enjoy the technical challenge in your job. In the beginning, growth came through natural ability, luck, charisma and connections.

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I realized I couldn’t reach the kind of goals I saw for myself if I didn’t develop my skills in sales.

As an ESTP (the persuader) I’m a natural-born sales person. I’ve been doing it since I opened my first Kool-Aid stand as a six-year-old. In my teens I started selling food at restaurants and I made it a game to see if I could persuade diners to choose certain entrées. In college I formalized my persuasion education with a degree in “Writing, Rhetoric, and Communication” (or liberal-arts-ese for influencing people).

After front-line sales in restaurants I moved into events and found my calling. I loved selling venues and catering. Instead of getting people to choose the entrée I wanted it now became a game of selling dates and spaces. But then the Great Recession hit and things got hard.

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Revenues flatline when natural abilities, charisma and connections stop working and luck runs out.

10 Years Ago I Began My Journey to Understand the Science Behind Sales Growth

I wanted help but couldn’t find a sales or growth coach specific to the wedding industry. So I got an education through distance learning, workshops and experts outside the industry.

I read everything I could find on compliance, buyer psychology, decision-making, game theory, and behavioral economics.

Then I applied what I learned to the hundreds of inquiries I received each year. My training paid off.

During the worst economy in decades we grew sales by 400% and profited wildly while others couldn’t even survive.

The methods I use today are based on hands-on success and have been honed through work directing others in all fields, all markets, all levels of weddings (from mass-market to premium to luxury).

Sam’s personable and honest demeanor makes it easy to take advice and direction from him. His knowledge in sales tactics, team management, operations and business development have really changed the way I look at my own business. He has made me grow as a business woman and entrepreneur.
— Clara Hough, House of Hough, 2019 The Knot Pro Educator, Houston Business Journal 40 under 40

Ideas Shared at


A Growth Strategist for Every Part of Your Wedding Company

Sales expertise is only the start


While I spend a ton of time talking about sales growth it’s not my only area of expertise. I’ve hired hundreds of employees, supervised over 200,000 labor hours, and stewarded budgets upwards of $15mm in annual sales.

Sure, I’ve spent years doing direct sales work with wedding couples, but I’ve led event and hospitality teams for much longer.

If You Want Real Growth You Can’t Do it Alone

Real growth comes when you scale your sales and operations beyond yourself. But that’s hard work. Getting others to do what you can do better and quicker is often the biggest professional challenge you’ll face.

Setting up the organization to run without your constant monitoring takes vision and foresight, which doesn’t come easily if you’re new to leading a company.

Are you getting ready to scale intentionally? Or did you get a bit over your skis and need help stabilizing?

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Stand out from the crowd with messages that trigger interest

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Make your company more profitable to own

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Develop a team to take your company to the next level

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Provide the right information at the right time in the right way

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Reduce workload and streamline workflow to make things simpler

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Support your biggest goals with a solid foundation to build on


Discover What Clients and Colleagues Have to Say


How Do I Work with Clients?


Online Courses

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Strategy Sessions

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Guided Courses


1:1 Mentoring


Team Training