Contact to Contract Process for Wedding Professionals with Jillian Marie Events

If you’re a wedding professional who loves what you do and wants to continue doing it, then you need clients. And to get clients, you need potential couples to inquire with you and then actually book you—which is the exact process that frustrates many wedding professionals who find themselves ghosted or watching dream couples go in different directions when they were sure they’d be hired.

Today, we’re pulling back the curtain on the entire contact-to-contract process with Jillian Pohlman of Jillian Marie Events. As a wedding planner based in Colorado, Jillian has a uniquely insightful seat in the wedding industry. She gets real-time feedback from her couples about the vendors they’re interviewing and considering, and she witnesses how all kinds of vendors operate—what’s actually working, what serves couples well, and just as much, what isn’t working.

Jillian also offers coaching for wedding professionals, and one thing we both love is helping to elevate the wedding industry by being transparent about business practices. Her signature coaching service, “Contact to Contract,” covers everything from the moment you get an inquiry all the way to booking that new client. This conversation applies across the board to all vendor categories and almost all price points, speaking from experience with weddings ranging in $70,000 to $350,000+ budgets (with some nuances between vendors that we’ll note along the way).

Part 1: Contact Form and Initial Response
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Part 2: Consultation Call
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Part 3: Consult Follow-Up and Booking
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Part 1: Contact Form and Initial Response

What questions should vendors be asking on their contact form?

Keep your form quick—30 seconds or less. Your contact form should ask only the absolute necessary information:

Name
Email
Phone number
Message

That’s it. If you want to add optional fields for event date and location, that’s fine! Those details can be helpful going into the consultation call, but resist the urge to ask more.

Many contact forms try to replace the consultation call by asking questions like “Tell me your vision for your day” or “What’s most important to you?” or “Tell me about you and your partner.” While this information is important, it belongs in a conversation with the potential couple, not collected on a form.

The hot topic: Should you ask about budget on the inquiry form?

No. Jillian does not recommend asking about budget on the contact form for several reasons:

Clients may feel uncomfortable. When filling out a form, couples might worry: “If I put $10,000, will they charge me $10,000 when they might usually charge less?” It gives them pause about being transparent.
Most couples have no idea what things cost. If someone has never planned a wedding or hired a professional photographer, they literally don’t know if photography costs $2,000 or $8,000. They might answer based on what ChatGPT told them was average, not what they can actually afford or what matches the quality they want.
People need to be educated. It’s our job as vendors to educate couples on realistic budgets, and we can’t do that through a form field.

If you must know someone’s budget before having a conversation, you’re screening people out before you even get a chance to help them or to make a valuable connection that could lead to referrals.

What should happen after a contact form is submitted?

Confirm receipt immediately. Your contact form should display a clear message confirming their submission has been received.

About automated emails: Jillian strongly dislikes automated emails (and she’s not alone). However, an acceptable use of automation is a brief confirmation: “I received your message and will get back to you within [timeframe].” This gives couples reassurance without feeling like a robot is serving them.

Send a personal response—fast. After the automated confirmation (if you use one), send a personalized email response. It doesn’t matter if you use a template, but it needs to sound personal and human, not like a generic response.

How fast should you respond? No more than 24 hours, but ideally much sooner. If you see the inquiry come in and can respond right away, do it. Why? Because responsive communication is the number one sign of a quality wedding professional. This is your very first opportunity to show that potential client what working with you will be like.

What should be in that initial personalized email?

Keep it short—Jillian recommends using just four sentences:

A warm greeting. “Congratulations on your engagement/upcoming wedding!”
Thank them. “Thank you so much for reaching out.”
Express interest. “I’d love to jump on a call to get to know you and [your partner/your vision for your big day/how I can support you].”
Make it easy. “Will you please propose a few days and times that work for you?”

That’s it. Your goal is to get a call scheduled, not to provide your entire portfolio, pricing, or life story in this email.

But what about standing out and building personal connection? Stop overcomplicating it. If they mentioned something specific in their message (like their venue), acknowledge it naturally: “The Broadmoor is fantastic—I love that venue!” But don’t try really, really hard to sound unique or clever. Just be human.

Think: what would you want if you submitted an inquiry form? That’s what your email response should be. Don’t use ChatGPT to write your response. Let it feel natural, like a friend just reached out to you. People will either like your authentic voice or they won’t, and if they don’t, they’re not the right for you client anyway.

Should you send galleries or portfolios in this initial email?

No. Here’s why:

Links can go to spam. And more importantly, if someone has reached out to you, they’ve already been on your website and looked at your work. They’ve found something that made them want to inquire. You don’t need to re-prove yourself at this stage or overwhelm them with a lengthy email they don’t need.

Don’t make them do more work. If you send a long email or PDF asking them to “please read this before you decide if you want a call with me,” many people (including Jillian as a wedding planner) will abandon the process. They don’t want to do more work, they want you to do the work for them. They want you to ask the questions, then give them personalized responses.

Save the detailed galleries or resources for after you’ve talked and you know what will resonate with them specifically. After discussing their wedding at their particular venue, then you can send a gallery from that venue because it’s relevant and helpful.

Should you send pricing in this initial email?

Don’t send it yet. If you send pricing before having a conversation, and you are out of their budget, you’ve lost your chance to have an open conversation about their needs, how you can best work together, or to refer them to one of your partners who would be a better fit.

“Not everyone can afford you, and that’s okay,” Jillian says. “But I will always take 30 minutes to talk with a potential client just to find out that I am way out of their budget.” Why?

You can be helpful. Educating couples, even ones who can’t afford you, is a valuable and service-focused approach that may pay off in other ways.
Referrals work both ways. The fastest way to get referrals is to give referrals. If you’re not a good fit, refer one of your partners who is. That partner will be grateful and they’ll likely return the favor. Even if someone doesn’t book you, you’re helping out your partners by recommending other vendors along the way and building your community.

What makes a couple respond and book a call versus ghost vendors after the first email?

Couples are more likely to ghost if:

You send pricing immediately and they feel it’s not in their budget (without having a chance to understand the value or chat about custom package options)
You make them work too hard to get to the call—sending links to sort through, long emails to digest, or portfolios to review before they can even schedule a call with you
You send an obviously automated email—it doesn’t feel personal, so why should they prioritize responding to a vendor who doesn’t prioritize them?

If you respond quickly with a nice, normal, human email, most couples who are genuinely interested will respond and schedule that call.

How should vendors respond when a planner inquires on behalf of their client?

This is an important nuance. When a planner reaches out, here’s what to do:

Provide what they specifically ask for. If a planner asks about pricing, go ahead and give them your pricing. But don’t just send a proposal without gathering context.

Always request a 10-minute phone call. Most people will make time for 10 minutes, and this call is crucial for several reasons:

You can gather details you need to create an accurate proposal
You can build a relationship with that planner—especially if this is a planner you’ve been dying to work with
You can have transparent conversations about budget, availability, and whether this opportunity might be one where you’d be flexible on pricing to work with them
You can ask important questions: “Did the couple find me, or did you think of me? Why did you think I’d be a good fit?”

Please, planners: Stop just sending blind inquiry forms. Don’t just go online and send a contact form saying, “I have a couple getting married on this date. Can you send me a proposal?” That’s not fair to vendors. They have no information, no idea if you’re in budget, no idea how you’re selecting vendors. Build relationships with your vendor partners first and foremost!

And vendors: If a planner does reach out this way, use it as an opportunity to start building that relationship through a phone call.

Should vendors text or email potential clients when they inquire?

For the initial response: Stick to email. Texting right after an inquiry might feel a little invasive or too friendly too fast. Everybody’s comfortable with email for that first contact and you can move to texting later if they prefer.

After you’re working together: That’s different. Some vendors want all communication through their CRM to avoid missing anything, and that’s fair. But if you’re in a less transactional, more service-oriented category (like planning), consider being flexible about communication methods. Make yourself accessible—if texting works best for your client and they’ve opted into it, great.

One approach: Add an optional field on your contact form asking if they’d like to be texted with a place to opt in. That way, you’re not being invasive, and clients who prefer texting can tell you upfront.

How often should you follow up with leads if you haven’t heard back after your initial email?

Follow up once. That’s it.

If you’ve responded to their inquiry and haven’t heard back after a few days, send one follow-up just in case they missed the email. But after that email, if you still don’t hear back, let it go.

Don’t make it awkward. If they want to book you, they will book you. They know how to get in touch with you because they’ve done it once before. Following up repeatedly after leads have ghosted you just makes it uncomfortable for everyone.

The reality is that couples are exhausted. They’re having these emails and calls with vendors across all categories trying to find the right fit. Yes, it’s a courtesy to let vendors know they’ve chosen someone else, but it’s also exhausting to go back through all those conversations and deliver bad news to everyone.

Key Takeaways from Part 1

Keep your contact form simple: Name, email, phone, message. That’s all you need.
Don’t ask about budget on the form—have that conversation after you’ve educated them.
Respond quickly with a personalized (but brief) email focused on scheduling a call.
Don’t send portfolios, pricing, or proposals in your initial response—get the call scheduled first.
Be human. Stop overcomplicating your emails. What would you want to receive?
When planners inquire: Always ask for a 10-minute call to build the relationship and gather details.
Follow up once if you don’t hear back, then let it go.

Remember: Responsive communication is the number one sign of a quality wedding professional. That initial email response is your first opportunity to show potential clients what working with you will be like.

Part 2: The Consultation Call

What platform should you use for consultation calls?

Jillian personally uses Zoom, though she’s not specifically endorsing it over other platforms. The most important thing is that you have something that works and is easy for people to schedule.

Do video whenever you can. Video helps build a personal connection and lets you read body language and facial expressions—important cues to have during your conversation.

Some vendors use Google Meet or even FaceTime. Whatever works for you and feels professional is fine. Just make sure it’s reliable and accessible.

What is the purpose of a consultation call?

Here’s where many vendors go wrong: They approach the consultation as a hard sales opportunity. That’s not the right mindset.

Jillian’s approach: “I just want to be helpful.” And it works.

The consultation call is a two-way street. Yes, they’re interviewing you, but you’re also interviewing them. Go in with an open mind. Instead of thinking, “How am I going to sell these people on my biggest package?” just listen. Seek to understand. Ask clarifying questions. Ask the questions you need to propose the right solution or package.

And here’s the key: If you determine it’s not a good fit, please refer one of your partners who would be a good fit. Being helpful is one of the best ways to build your reputation and create a referral network in the process!

How should you open the consultation call?

Start with the usual pleasantries. Be human. Don’t overthink it.

Then set expectations. Let the potential client(s) know what’s about to happen:

“What I really like to do on these calls is get to know you guys a little bit more, hear about your vision for your day, and then we can chat about if I might be a good fit.”

This gives them a clear roadmap for the call and helps eliminate any nerves or uncertainty they may have.

Start with an icebreaker. “Tell me a little bit about you—how long have you been together? When did you get engaged? Tell me all the things!”

This is a nice, easy way to let them tell their story (as much or as little as they want) and serves as a jumping-off point for the rest of the conversation.

How much time should you spend on personal connection versus business?

Don’t spend too much time on small talk, but let the couple dictate the pace. You want to get to know them, but you also need to get the basics, ensure you’re being respectful of their time, and make sure you’re gathering the information you need.

Some couples will want to talk for ten minutes about their love story and that’s great! Others will say, “We’ve been together three years, just got engaged in July, now we are getting married” and move on—also great.

As you’re asking about their preferences throughout the call, you’ll naturally learn about them. You can rely on their cues to see how deep into personal conversation you want to go, but remember that ultimately they are on this call because they are interested in your services and aren’t interviewing to be your best friend.

How long should the consultation call be?

For planners: Jillian schedules an hour. Planners need more information than most other vendors and have a deeper connection to establish since couples will be working with them for a year or more. It’s a bigger investment—not just monetarily, but in time—so building that rapport is essential. Plus, clients usually have a ton of questions that need answering.

For other categories: 30-45 minutes probably makes more sense. Photographers, DJs, florists, and other vendors may not need quite as much time, but you still need enough to:

Be efficient yet detailed on the call
Get all the information you need
Give them the time they need with you to ask all their questions

The key is to schedule what you need and respect their time. Most people can commit to 30 minutes. And if the conversation is going really well and you go over naturally, that’s fine—but they knew they were committing to 30 minutes upfront, which feels manageable.

What logistics and information do you need to collect on the call?

This will vary by vendor category. A DJ needs different information than a photographer, who needs different information than a florist.

The general principle: Think about what information you absolutely have to have to propose a solution or a package. By the end of the call, you should know exactly what you’re proposing. Think through any quantities or must-have moments you need to know about in order to provide them with a quote.

Create a script or outline. Not to sound like a robot, but to ensure you cover everything you need to. The outline should flow naturally through:

Personal connection/icebreaker
Vision and priorities for their day
Logistics (date, venue, timeline, guest count, etc.)
Specific category needs (hours needed, services required, etc.)
Budget/investment conversation
Next steps

What if the couple doesn’t know what they need?

This happens constantly, especially with questions like “How many hours of photography do you need?” or “What time should we start getting ready?”

They often have no idea. And that’s okay.

Please do not ask couples how many hours they need. No one knows that. It is your job as the vendor to ask the correct questions, and then you—as the expert—need to tell them what they need.

For photography, for example, don’t ask, “How many hours do you need?” Instead ask:

Do you want coverage of the getting ready portion?
Do you know how many hours you have access to your venue for?
Do you have ceremony timing yet?
Are you having a grand exit?
How big is your bridal party?
How big are your families?

From those answers, you can determine: “Based on what you’ve told me, we’re going to need a solid hour for family photos, 30 minutes for bridal party portraits, and you’d like to capture your full reception. I’d recommend nine hours with a second photographer.”

You propose the solution. They don’t have to figure it out themselves.

The exception: If you’re a more transactional vendor with three set packages on your website where clients literally just pick A, B, or C, that’s different. But if you’re service-based, it’s on you to educate them and propose the best solution based on their needs, priorities, and budget.

When and how should you present pricing on the call?

This is scary for a lot of vendors, but it’s crucial: You need to tell them pricing on the call. Period.

The biggest mistake vendors make: Not telling couples pricing during the consultation. People want to know what things cost. Unless you’re a rental company or florist who has to go put a quote together, you know your pricing. Photographers know what their nine-hour package with two photographers costs. Planners know their rates. DJs know their rates.

How to bring it up: Jillian uses her value of transparency:

“Hey, transparency is one of my values—that’s what you’ll get from me. I know it can be kind of weird to talk about, but based on what you’ve shared, here’s what I’m proposing: [describe the package]. The investment for that is [price]. I would love to know, how do you feel about that cost?”

Why asking “How do you feel about that?” is so important:

It opens the door for communication. If they have objections, they’ll tell you and you can address them on that call.
It prevents ghosting. If you say “I’ll follow up with a proposal” and send pricing later, they might be sticker-shocked and ghost you. You never get a chance to address concerns or educate them on value.
You get real-time feedback. They might say, “That was in line with what I was thinking—perfect!” Or they might say, “That’s actually double what the other quotes I’ve been getting are.”

When they say it’s more than expected: This is your opportunity to educate them and sell them on your value before you get off the call. It won’t always work—a budget is a budget, and they can’t do $10,000 when they have $5,000. But at least you know where they stand and can have an open conversation about it.

Get comfortable being uncomfortable. You are a business owner. Money is part of it. Clients know that and they’re not expecting things for free. The more comfortable you get talking about pricing, the easier this becomes.

How do you sell yourself without giving a sales pitch?

Reframe it: You’re not selling yourself. You’re educating people on the value they get with you.

Here’s how Jillian approaches this:

“On paper, all wedding planners pretty much look the same. We’re all going to create your timeline, create a layout, provide vendor recommendations, set the tables. That’s not what makes me different. What makes me different is my background in hospitality. I worked in restaurants for 15 years. I absolutely love the industry and being in service. When I found wedding planning, I realized that’s what I love most—not just making pretty things (though I do love that), but taking stress off people’s plates, working through the whole process with them, making sure they and their guests are fully taken care of. A lot of this stuff isn’t on paper. You don’t see it on paper, and sometimes you don’t even see it happen.”

The key: Focus on the things they can’t read on paper. For photographers, you all offer eight hours, you all bring an assistant, you all have engagement sessions. Yes, the quality of your work speaks for itself in your portfolio. But they really need to understand what they’re getting besides the tangible deliverables.

What’s a question most vendors need to, but don’t ask on the call?

“Have you been talking with other [planners/photographers/vendors in your category]?”

This question is so telling, and most people don’t ask it. Here’s why it matters:

If they haven’t talked to anyone else yet: “I’m honored to be the first one! As you’re talking with other planners, feel free to reach out if you have any questions.”

If they have talked to others: “That’s great—it’s usually because you’re not finding something you’re looking for. What’s been missing?”

They will literally tell you exactly what they’re looking for. Maybe they haven’t found someone in budget. Maybe they haven’t found the right personality fit. Whatever it is, they’re going to tell you and then you can address it directly.

This isn’t about finding out who your competition is. You don’t need to know names. It’s about identifying the gap and determining if you can fill it, or if you can’t, being honest about that.

Don’t be afraid of this question. You’re not telling them not to talk to other vendors. In fact, encourage it: “As you’re talking with other photographers, if you have questions or want to compare anything, feel free to reach out.”

Why? Because either they’ll find someone who’s a better fit (which is fine!), or those conversations will make them realize you’re the right fit. There are plenty of weddings and plenty of vendors. If you’re the best fit, you’re the best fit.

How should you end the consultation call?

The very end of the conversation should be pricing. You’ve already covered:

What you’re proposing (“Based on everything you’ve shared, I recommend partial planning/nine hours of photography/full floral design, etc.”)
What it costs
How they feel about that cost

Then wrap up naturally based on what you know:

If you’ve already asked whether they’re talking with other people, acknowledge that: “I know you guys still have some other phone calls scheduled. I’ll go ahead and follow up with a formal proposal so you can see all the details in writing. As you’re talking with other vendors, you’ll be able to compare apples to apples. And if you have any questions after those conversations—wondering if I do something that maybe isn’t listed—please feel free to reach out.”

Keep it lighthearted. Keep it conversational. Don’t put pressure on them. Don’t make it awkward.

What about the “Are you ready to move forward?” question?

Jillian personally doesn’t ask this or put that kind of pressure on couples. She keeps it low-pressure: If they want to book, they’re going to book. If they don’t, they won’t.

The bold move some people take: Assuming they’re ready and ending with “I’ll go ahead and send over the contract.” This is a super bold move unless they’ve specifically asked for the contract. It can work, but it can also add pressure that doesn’t need to be there.

Jillian’s approach: Keep it casual but clear. Let them know what to expect next (the proposal), remind them you’re available for questions, and trust that if they want to work with you, they will reach out.

What about communicating urgency around booking dates?

Don’t say: “I’m going to hold your date for two weeks.”

This adds pressure and creates a ticking time bomb feeling. They might not be ready to decide in two weeks, and that’s okay.

Do say: “As of right now, I don’t have any other inquiries for your date. If I do happen to get an inquiry, I will let you guys know in case you haven’t made a decision yet at that point.”

This gives them the information without the pressure.

And please, please, PLEASE: Do not pretend you have an inquiry for their date to pressure them into making a decision. If planners find out vendors are doing this, it damages trust and the working relationship. Only mention another inquiry if you truly have one.

It doesn’t hurt anything for couples to take their time. People are going to book when they’re ready to book, whether that’s two days or two months.

Key Takeaways from Part 2

Approach consultations with a “helpful” mindset, not a hard sales mindset.
Set expectations at the start so couples know what to expect from the call.
Schedule enough time: 30-45 minutes for most categories, an hour for planners.
You are the expert—don’t ask couples what they need, tell them what they need based on asking the right questions.
Always present pricing on the call and ask “How do you feel about that?”
Ask if they’re talking with other vendors—they’ll tell you what’s missing and what they’re looking for.
End the call naturally without pressure, letting them know you’ll send a proposal and are available for questions.
Communicate availability without pressure—don’t create false urgency or fake inquiries.
Be responsive, transparent, and human in all your vendor relationships.

Part 3: Consult Follow Up and Booking New Clients

How quickly should you follow up after the consultation call?

ASAP. No more than 24 hours, but ideally much sooner.

Actually, Jillian feels like 24 hours is too long. If you can send that follow-up the same day or within a few hours, do it.

Why does this matter so much? Responsiveness is key throughout your business, but especially during this initial interaction. This is still part of their first impression of working with you. If they have to wait five days for you to send the proposal, they’re left wondering and possibly moving forward with someone else who was faster.

Don’t underestimate response time. Sometimes it plays into couples’ decisions. “This person took a week to get the information back to me. Yeah, their photography is amazing, but so is this other person who got back to me in 24 hours.”

For clients, slow response time can feel like foreshadowing. If it takes you a week to send a proposal, they might worry: “Is this how long it’s going to take to get my photos back? To get responses during planning?”

Prioritize that follow-up. You have the information you need from the call. Just do it.

What should be in that follow-up email?

Include only what they asked for. That’s it.

If you discussed sending galleries from a similar venue or with a similar feel during the call, then include those galleries. If you said you’d send an overview of what’s included in the price, include that.

Don’t just start sending stuff to send stuff. It’s the same principle as the initial email—don’t make them do more work. Don’t overwhelm them with information they didn’t request.

Your consultation call should be your opportunity to educate and sell, not your follow-up documents. The follow-up should support what you already discussed, not introduce new information that requires them to read, digest, and process before making a decision.

That said: If you genuinely forgot to show them something on the call that you think they’d really appreciate, go ahead and include it. But if you have a standard sales deck that everybody gets regardless of the conversation, Jillian doesn’t recommend sending it.

Example of what to include:

A proposal or pricing document outlining what you discussed on the call
Specific galleries or portfolios you mentioned (targeted to their venue, style, or needs)
Answers to specific questions they asked
Any additional information you promised during the conversation

What NOT to include:

Your entire portfolio (they’ve already seen your website)
Generic information about your services (you covered this on the call)
Long PDFs they need to read before deciding (don’t make them do homework)

Should you send proposals or detailed service guides?

This varies by vendor and what works for your business.

Jillian’s approach: She doesn’t create custom, fancy PDF presentations for every inquiry. She talks through everything on the call—she’s not going to read off a bulleted list of everything clients get from her because “nobody wants to hear that.”

But she does follow up with what she calls her “fancy PDF”. It has all the bullet points of what’s included so couples can reference it later, especially when comparing her to other planners.

For some categories, customized proposals absolutely work. Especially for planners, some couples want to see that nicely designed presentation. If that works for your business and clients, great.

The key principle: Essentially, you discuss it on the call, you give them the price, and then you follow up with some kind of document that has more details—the things you didn’t want to read through on the call because that would be boring.

Whatever format you use, make sure it’s clear, easy to reference, and reinforces the value you discussed during your conversation.

How often should you follow up if you haven’t heard back?

Follow up once. That’s it.

Here’s the timeline:

Immediately after the call: Send your proposal and whatever you promised (same day or within 24 hours)
About a week later: If you haven’t heard anything, send just one follow-up

What to say in that follow-up: “Hey, I know you were talking to other planners/photographers/DJs/florists/other vendors. Do you guys have any questions, or did you happen to find a [vendor] who was a good fit for you?”

Keep it casual, not pushy. After that email, if you still don’t hear back, leave it alone.

Why only once? Because you kind of know when you’ve been ghosted, and you don’t want to make it weird. If they wanted to book you, they’re going to book you. If they don’t want to book you, they’re not going to book you.

Some people advocate for following up twice, and if you feel strongly about sending a second follow-up, do what feels comfortable for you. But anything more than two is probably a waste of time at that point.

Remember: They had a whole hour-long conversation with you. They inquired with you in the first place. They probably haven’t forgotten about you. If they’re ghosting you, it’s usually because they made another choice and feel uncomfortable delivering that news—which is understandable given how exhausting the planning process is.

What makes couples respond and book versus ghost after the consultation?

Several factors influence whether couples move forward:

They’re more likely to ghost if:

Budget truly doesn’t work and they don’t want to have an awkward conversation about it
They’ve already mentally decided on someone else but wanted to complete their interviews
They’re overwhelmed with planning and haven’t made decisions yet on any vendors
They’re still waiting on other factors (venue confirmation, budget approval, etc.)

They’re more likely to respond and book if:

You were responsive throughout the entire process
The pricing conversation on the call felt transparent and comfortable
They felt heard and understood during the consultation
You provided clear next steps and made booking easy
You didn’t pressure them but remained available and helpful

The reality: Couples are having these calls with vendors across all categories. They’re tired. Yes, it’s a courtesy to let vendors know they’ve chosen someone else, but it’s also exhausting to go back through all those conversations and deliver bad news to everyone.

Don’t take ghosting personally. Just follow up once, professionally, and then move on to the next inquiry.

How long does it typically take couples to book from initial inquiry?

This varies widely and depends on several factors:

If they’re working with a planner: Much faster. The planner is guiding them through the process and knows when clients are ready to book. The planner facilitates the entire thing, which speeds up decision-making.

Where they are in the purchasing process: Are they just getting engaged and doing preliminary research because they have no idea what things cost? They could be gathering information for several months before making decisions. But if they’re actively having conversations because they’re ready to sign contracts and pay deposits, the process can be much faster.

General timeline considerations:

Just engaged and researching: Could be months before decisions
Actively interviewing with intent to book: Usually days to a few weeks
Working with a planner: Often very quick once the planner recommends you
Waiting on venue confirmation: Could be weeks or months
Budget-dependent: Varies widely based on their financial situation

The best question to ask on the consultation call: “Where are you guys in the process?” This gives you context about their timeline and helps you understand if they’re ready to book now or still gathering information.

Education opportunity: You can also educate couples on typical booking timelines for your category. “In general, couples are booking their photographer about a year out so they can get engagement photos done right away to use on save-the-dates and their website. Just something to keep in mind for your timeline.”

This isn’t pressure—it’s helpful information that protects both them (from missing out on their preferred vendors) and you (from holding dates indefinitely).

When should you send the contract?

When they ask for it. That’s Jillian’s recommendation.

Should you send the contract with your initial follow-up? It depends on the situation, but generally, probably not.

Arguments for sending it immediately:

They can review the terms and see if they have any concerns
It shows you’re ready and organized
One less step when they’re ready to book

Arguments against sending it immediately (Jillian’s perspective):

If they want to see your contract, they’re going to ask for it
Sending it unsolicited might make them feel pressure that doesn’t need to be there
It could be received as “I’m assuming you’re ready to sign” which can feel pushy
It’s unnecessary and could overwhelm them

The bottom line: If they specifically ask, “Can you send us the contract so we can review the terms?” then absolutely send it. Otherwise, wait until they’re ready to book.

One approach to avoid: Don’t end your consultation call by assuming they’re ready for the contract and saying, “I’ll go ahead and send over the contract—let me know if you have questions!” Unless they’ve specifically indicated they’re ready to book, this is a super bold move that can add pressure.

If they want to book you, they’re going to tell you. Keep the pressure off and trust the process.

Should contracts have expiration dates?

Jillian’s perspective: They can create more problems than they solve.

Why vendors use expiration dates: To avoid sitting there wondering, “Are they actually going to sign this or not?” It gives closure and prevents dates from being held indefinitely.

Why expiration dates can be problematic:

They create more work. If the contract expires and then the client is ready to sign, they have to reach out: “Hey, I clicked on the link and it didn’t work. Can you send me a new link?” Then you have to go reset it and send it again. If anything, it just creates frustration.
You can handle new inquiries differently. Let’s say you’ve been ghosted and it’s been two months. You get another inquiry for that same date. At that point, you can reach out to the first couple: “Hey, I got another inquiry for your date. Just want to make sure—did you guys find a planner, or are you still deciding?”

If they’ve clearly ghosted you and you’re ready to move on, you can simply book the new client. If the delayed contract gets signed a week later, you don’t have to accept it—you’ve already booked someone else.

A middle-ground approach: Have a contract out for two months with no response, then get a new inquiry for that date? Reach out before expiring it: “Hey, I’m going to expire this contract as I have a new couple ready to move forward. Hope you guys found the photographer you were looking for!”

What are the crucial elements every contract should have?

Disclaimer: Jillian is not a lawyer (though she wears many hats, “and sometimes I am in fact a paralegal”).

That said, here are elements Jillian recommends:

1. Client Expectations Section

Most contracts include tons of detail about what the vendor will do, what they won’t do, and what clients can expect from them. But what about the other direction?

At the end of the day, vendors can only do their job if clients are doing their part. Include a section that outlines client expectations and responsibilities. This will look different for every vendor:

Planners need a lot more client involvement than photographers or DJs
But every vendor has expectations around communication, timely responses, providing necessary information, etc.

2. Behavior and Conduct

Jillian includes a section about expectations around behavior. Most people are very kind, and that’s what she expects—and what she gives in return. But she’s also protected if she has a very challenging client where they’re no longer working toward the same goal, where there are communication issues, or where there are serious problems she’s not willing to put herself through.

Spell out in your contract:

How you’ll attempt to address issues if they arise
What happens if there are serious problems
Whether you can terminate the contract and under what circumstances

3. Substitution and Emergency Clause

This one is particularly relevant for planners, photographers and other vendors where the specific person matters.

The issue: Many contracts say, “If I can’t make it, I will find a substitute.” While this makes sense from a business perspective (you control that income), it can create problems if the client isn’t happy with the substitute.

A better approach (like what Logan does as a photographer):

All second photographers are trusted to lead shoot any wedding
If an emergency happens and she can’t make it, the second photographer steps up as lead
Another second shooter steps in, or they find a new second, or they adjust the timeline
The client can also choose to get a new photographer entirely and be released from the contract

Why this matters: If there’s an emergency the day before the wedding and something happens, would you rather force them to work with your substitute (potentially leaving a horrible taste in their mouth) or give them the option to find someone new? The latter shows you’re always seeking the best solution for them, even in difficult circumstances.

Yes, you want to get paid for the work you’ve done. But sometimes being human and doing the right thing matters more than the contract terms.

How should you communicate payment schedules?

Discuss it verbally during the consultation call. As you’re wrapping up the pricing conversation: “If you guys would like to move forward, I do a 50% deposit and then the remaining balance is due [timeframe].”

Also include it clearly in the contract. Payment terms should always be spelled out in writing so there’s no confusion.

What’s a typical retainer fee?

Most vendors use either a percentage (25-50%) or a flat fee (especially for categories like hair and makeup or DJs where a flat $250-500 might be standard).

Jillian’s recommendation: Don’t be afraid to ask for 50%.

A lot of clients expect 50% deposits—it’s the norm. If you feel like it’s a barrier and that’s why you’re only asking for 25% or a small flat fee, you might be underestimating what couples are willing to pay to secure their date.

From a business perspective: You are a business owner. You need to make money. You can’t pay your bills, your employees, or run your business without income. Asking for 50% is reasonable and standard.

If budget is truly an issue: Clients will communicate with you. If someone says, “We can’t do 50% right now. Can we work out a different payment schedule?” then you can be flexible. But don’t assume it’s a problem before giving couples the chance to say yes to your standard terms.

When should the final payment be due?

Do NOT require payment the day before or day of the wedding.

Here’s why:

You’re doing yourself a disservice by not having that income earlier
No one’s going to remember to pay you day-of—and they really shouldn’t have to think about that on their wedding day
It creates awkward situations where you’re asking for money at the worst possible time

Jillian’s recommendation: At minimum, two weeks before. Ideally, 30 days (one month) before the wedding date.

This is totally acceptable to ask for, and it makes everyone’s life easier. The couple isn’t stressed about remembering to pay vendors on their wedding day, and you’re not worried about whether you’re going to get paid.

Should planners manage vendor payment schedules?

This varies depending on the level of service. Jillian uses Aisle Planner (a CRM software for planners) which makes it easy to input payment schedules and send reminders.

In general, planners need to ensure, to some degree, that vendors are being paid. But depending on what package the client booked, this might or might not be included in the planner’s services.

At minimum, planners should be aware of payment schedules to help keep clients on track and ensure no one misses a payment deadline.

What should happen once a client signs and pays their deposit?

Send confirmation ASAP. Some kind of communication—generally an email—that says, “Hey, you’re officially booked! Here are the next steps.”

Make the next steps very clear. This is crucial and where many vendors go wrong.

Don’t send a 10-page email where clients have to figure out the next steps all by themselves. If you’re outlining 10 steps and expecting them to keep coming back to this email until everything is done, that’s generally not effective.

What works better: Tell them clearly what they need to do right now. Then, as you move through the process, guide them step by step: “Hey, just a reminder—now we’re on this step, and this is what I need from you.”

Example of what NOT to do: “Here are the next 10 steps you need to complete before your wedding:

Create your Pinterest board
Send your guest list
Choose your color palette
Select your invitation design
Book your hair trial
Submit your timeline preferences
Provide vendor contact information
[etc., etc., etc.]

I’ll talk to you in eight months!”

This is overwhelming and not helpful. They’re going to forget, and you haven’t actually guided them through anything.

Example of what TO do: “Congratulations—you’re officially booked! I’m so excited to work with you. Here’s what we need to tackle first: [1-2 immediate action items]. I’ll check in with you in [timeframe] about the next steps. In the meantime, if you have any questions, I’m here!”

Then, as you progress: “Hey! Hope planning is going well. We’re ready to move on to [next step]. Here’s what I need from you and when I need it by. Let me know if you have questions!”

The principle: Hold their hand through the process. Set expectations, but guide them. That’s what they’re paying for. Don’t just dump all the information at once and expect them to manage it themselves.

Key Takeaways from Part 3

Follow up within 24 hours (or faster) after the consultation call—response time matters.
Only send what they asked for in your follow-up—don’t overwhelm with unsolicited information.
Follow up once if you haven’t heard back, then let it go. Don’t make it awkward.
Send the contract when they ask for it, not automatically with every proposal.
Consider skipping expiration dates on contracts—they can create more friction than they solve.
Include client expectations and behavior clauses in your contract to protect yourself.
Be thoughtful about substitution policies—sometimes being human matters more than the contract.
Don’t be afraid to ask for 50% deposits—it’s standard and expected.
Require final payment 2-4 weeks before the wedding, never day-of.
Guide clients through next steps rather than dumping everything at once.

The overarching theme: If they’re going to book, they’re going to book. Your job is to make the process easy, clear, and pressure-free while being responsive and helpful. The right clients will recognize that and choose you.

About Jillian Marie Events

Jillian Marie Events is a hospitality-driven Wedding and Event Planner based in CO (but always excited about destinations). She is a good fit for clients who want and value a high-level of service – and place emphasis on the guest experience. She is known for her ability to create a calm, stress-free environment throughout the planning process and day-of.

Portrait of Colorado Wedding Planner Jillian Marie Events

Want to connect with Jillian Marie Events?

Jillian loves coaching and helping others! As a result, she offers complimentary consultation calls for wedding professionals—these calls are not a sales pitch, but rather a genuine opportunity to connect adn talk business. Whether you have questions about anything covered in this conversation or want to dive deeper into your contact-to-contract process, reach out for a free Q&A session with Jillian. She gets to witness both sides of the industry as a planner and wants nothing more than to help wedding professionals succeed and couples to have the best experiences possible.

For couples planning their wedding, Jillian offers everything from guided planning to full-service “white glove” planning and everything in between. Her guided planning is different from traditional “day-of coordination”. Instead of only getting involved 30-45 days before your wedding (which doesn’t set anyone up for success), you get Jillian from day one of signing your contract, guiding you through the entire process.

She also offers complimentary hour-long consultation calls for newly engaged couples—even if you’re not ready to hire a planner. Instead of falling down the Google or ChatGPT rabbit hole trying to figure out basic information like “How much does a photographer cost?” or “What does a DJ cost?”, jump on a call with Jillian. She’ll get to know you and your vision, help you set a realistic budget, and provide vendor and venue recommendations all in that initial call. She just wants to be a helpful resource in the industry and if she’s not the right fit for you, she’ll refer you to one of her amazing planner partners who is.

Website: jillianmarie.events
Instagram: @jillianmarie.events