How to convert more event inquiries into bookings

Turn curious browsers into committed clients with a streamlined inquiry process.

The inquiry challenge for event planners

Event planning inquiries are high-stakes. These aren't casual bookings—clients are planning weddings, corporate galas, and milestone celebrations. They're often contacting multiple planners simultaneously. Your response speed, professionalism, and connection-building determine whether you win the client.

Respond within hours, not days

Speed wins

Studies show the first responder gets the client 50% of the time:

• Aim to respond within 2-4 hours during business hours

• Set up email notifications for new inquiries

• Use templates to speed up responses (while still personalizing)

After-hours inquiries

If someone inquires at 10pm:

• An auto-response acknowledging receipt is better than silence

• Respond personally first thing the next morning

• Consider a "received your inquiry" auto-email that sets expectations

Sample auto-response:

> "Thank you for reaching out about your [event type]! I've received your inquiry and will personally respond within 24 hours. In the meantime, feel free to browse my portfolio at [link]. Looking forward to connecting! — [Your Name]"

Qualify inquiries effectively

Not every inquiry is a fit

Before investing time, determine if this is a good match:

• Budget alignment: Do they have a realistic budget for your services?

• Date availability: Is the date open on your calendar?

• Event type: Is this the type of event you love planning?

• Location: Can you service this venue/area?

• Vibe check: Do their values and style match your approach?

Ask the right questions

Include a brief questionnaire with your booking form:

• Event date and type

• Estimated guest count

• Venue (if selected) or location preference

• Budget range

• How they heard about you

• What services they're seeking

This helps you prepare for the consultation and filters out mismatches.

Create an unforgettable first response

Personalize every reply

Don't send generic emails. Reference their specific event: > "Congratulations on your engagement! A fall wedding at [Venue] sounds absolutely stunning—I've coordinated several events there and love working with their team."

Demonstrate expertise

Show you understand their needs:

• Reference similar events you've planned

• Mention relevant experience with their venue or vendors

• Offer a specific tip or insight related to their event

Make it easy to say yes

Include clear next steps: > "I'd love to learn more about your vision. Here's a link to book a complimentary 20-minute discovery call: [booking link]. I have availability this Thursday at 2pm or Friday at 10am if either works for you."

Master the discovery call

Purpose of the discovery call

The discovery call isn't a sales pitch. It's about:

• Understanding their vision and priorities

• Determining if you're a mutual fit

• Building rapport and trust

• Answering their questions

Structure for success

Opening (3 min):

• Warm greeting, congratulations on the event

• Set expectations for the call

Discovery (10-12 min):

• "Tell me about your event vision"

• "What's most important to you?"

• "Have you started planning? What's done so far?"

• "What made you reach out to me specifically?"

Your turn (5-7 min):

• Briefly share your approach

• Mention relevant experience

• Explain your packages/services

• Answer their questions

Next steps (3 min):

• "Based on what you've shared, I think [package] would be perfect. The next step is a full consultation where we dive deep into your vision. Would you like to book that?"

Post-call follow-up

Within 24 hours:

• Email thanking them for the call

• Recap what you discussed

• Include next steps (consultation booking link)

• Attach any relevant materials (portfolio, pricing guide, testimonials)

Overcome common objections

"I'm still shopping around"

Response: > "Absolutely—this is a big decision! I'm happy to send over my portfolio and a few client testimonials so you can compare. What's most important to you in choosing a planner?"

"Your prices are higher than others"

Response: > "I understand budget is important. My packages include [specific value]. Many clients find the peace of mind and time savings actually saves them money in the long run. Would it help if I shared what's included in detail?"

"We haven't picked a date yet"

Response: > "That's totally fine! I work with couples at all stages. If you'd like, we can have a preliminary chat so you have an idea of what planning entails. When you have a date, you'll be ready to move quickly."

"We need to think about it"

Response: > "Of course—take your time. I'll follow up in a week to see if you have any questions. In the meantime, here's a link to book a consultation whenever you're ready."

Create urgency without pressure

Date availability

If your calendar is filling up: > "I currently have 3 open dates for fall weddings. If [date] is important to you, I'd recommend booking soon to secure it."

Peak season messaging

During engagement season: > "January is our busiest month for inquiries. I'm booking consultations now for spring and summer—let me know if you'd like to grab a time."

Limited packages

If you cap the number of events: > "I take on only 15 weddings per year to give each couple my full attention. I have 4 spots remaining for next year."

Track your conversion metrics

Know your numbers

• Inquiries received per month

• Discovery calls booked

• Consultations held

• Contracts signed

• Conversion rate (contracts / inquiries)

Benchmark goals

• Inquiry to discovery call: 60-70%

• Discovery call to consultation: 50-60%

• Consultation to booking: 40-50%

• Overall inquiry to booking: 15-25%

Analyze and improve

Low conversion at a specific stage? Investigate:

• Low discovery call rate → Improve initial response

• Low consultation rate → Improve discovery call technique

• Low booking rate → Improve consultation or pricing presentation

Pro tips

• Respond warmly, not formally: Event planning is personal—sound like a human

• Mirror their energy: If they're excited, match it. If they're stressed, be calming

• Follow up relentlessly: 5-7 touchpoints often needed before booking

• Use video: A short personalized video response stands out

• Collect testimonials: Share them at every stage