WII 205 – Nora Sheils and Quantity vs. Quality for Wedding Planning Businesses
You knew wedding planning was a stressful job. But running a wedding planning business? That shouldn’t keep you up at night. Still, you’re jolted awake, realizing an invoice was a week late. Now it’s the middle of the night, and you’re planning out the email you’ll write asking for payment. Or you’re days-deep into an email chain as a client asks for help accessing the contract and choosing a payment method. Here’s the good news: when you get your business in order, you find way more peace. Better sleep, more time for the work you love, and the confidence that comes from being a true professional. So what technology do you need to become a successful wedding planner? Wedding pro Nora Sheils created a way for her wedding planning business to book clients efficiently and effectively. And now she’s sharing her system with vendors around the world. Meet the Expert Nora Sheils Nora is the owner of Bridal Bliss, a wedding planning company she founded in 2002. She is also the cofounder of Rock Paper Coin, a wedding CRM that integrates with Timeline Genius. Nora joined us this week on Wedding Industry Insider to talk about Rock Paper Coin , a CRM created especially for wedding pros, and to share a special discount for Wedding Industry Insider listeners. But she’s not only talking about her beloved booking software. She’s also telling us how she built a wedding planning company that books a hundred weddings per year, and how her systems and planning process support such a high-volume company. Save 60% on your first year of Rock Paper Coin with promo code TG Bridal Bliss and its 100 Weddings per Year We couldn’t wait to ask Nora the ultimate question: how did her wedding company, Bridal Bliss , reach a point where they plan a hundred weddings each year? And Nora did not hold back. Bridal Bliss has been in business for 25 years, and the referrals snowball. Nora says most of their business comes from referrals, whether that’s from past clients, vendors, or venues. But referrals don’t come without great work, and Nora has built a strong company that has mastered wedding planning, and the many tough conversations that come with the job. A Wedding Planning Business Built on Hospitality “When we talk to our potential clients, we let them know that hospitality is kind of at the heart of the company,” Nora says. “We care about the guest experience and what they’re going to say after the wedding.” And hospitality often comes with a dose of reality. The Bridal Bliss team doesn’t shy away from conversations that matter: budgets that can’t stretch, food that guests won’t like, dreams that won’t come true. But her team also knows how to get clients back on level ground, and present ideas that will work. And with everyone on the same page, set up for success, they plan weddings that couples and guests love. Sobbing Over a Wedding CRM, and the Dream of Rock Paper Coin Another way to support a high-volume wedding planning business? A software stack that keeps your entire team on track. So when Nora needed a CRM that worked for Bridal Bliss, she ended up creating her next business venture. Now, Rock Paper Coin brings tears of joy to wedding vendors. And Nora finds fulfillment giving back to the industry that served her for so many years. “It seems like such a silly thing, but truly, when your company is in order, you just have more clarity and you can sleep better and work on what you want to work on,” Nora says. Like most wedding businesses, Rock Paper Coin was born out of a wild dream. Nora and her business partner Elizabeth Sheils forged ahead, and now there are wedding pros who can’t imagine running their businesses without this simple yet powerful wedding CRM. Wedding vendors have come to Nora sobbing and grateful for Rock Paper Coin, which made us pause and ask her about the features that are most loved (which may have you sobbing with joy too). Inquiry responses that populate directly from your booking forms. All-in-one contracts and invoices that are easy for you and your clients to use (they don’t have to sign up – the contracts are just a click away). Customization options, including the option to pass along credit card fees to the clients Unlimited usage. A hands-on support team that’s always taking customer feedback. And, a handy integration with Timeline Genius so you can easily go from booking to planning. Wedding planners can see the value in these features, so you’ll be shocked when you hear how investors doubted Nora and Elizabeth, and how the haters still give them an edge today. Nora’s Success in Business, and Her Advice for Wedding Planners You’re thinking it, we’re thinking it, and Eddie Babbage is saying it. “Do you ever stop for a minute, and look in the mirror, and say, ‘You are a badass?’” he asks Nora. “Like, I mean, seriously.” Nora runs multiple businesses, is one of the most respected wedding pros in the industry, and brings warmth and humor to each interaction. And during this interview, we tried to pick her brain on as many topics as possible. AI for Wedding Planners “If you’re not utilizing it right now – personally, professionally – it’s kind of your loss,” Nora says about AI. She and Eddie talk about the apprehensions of using AI, and the many benefits it offers wedding pros. And the bottom line, Nora says, is how you can improve your productivity and balance. Mom Guilt Wedding planners who are also moms have a unique kind of guilt. They send their kids to school on weekdays and then work the weekends. And now that Nora is in the tech space, she’s traveling a lot for work too. Mom guilt? Nora’s got it, and she hasn’t perfected the balance. But she’s got great advice for wedding planners who want to find more peace as working moms. Your Clients Aren’t Always Right It’s not your job to give your clients everything they want. And Nora’s reminder rings true: “It’s not a good look for your company if the event that you’ve put together flops because you just wanted to bring your client’s idea to life. So sometimes it’s better for you and for them to say, ‘No, I can’t do that.’” She also reminds us that wedding planning isn’t life or death, and as we learn to have tough conversations, our stress can ease and our reputation can grow. So maybe it was the referrals that brought Bridal Bliss so much business, but now we see those referrals weren’t because Nora said yes to everything. It’s because she knew when – and how – to say no. More from Nora Sheils To hear our full interview with Nora, you can press the play button above. And be sure to subscribe to our podcast in Apple Podcasts , Spotify , or wherever you listen! We want to say a special thank you to Nora for sharing these insights with our Timeline Genius community. Nora created a business that can deliver both quantity and quality, and now she’s helping wedding vendors strengthen their systems too. We hope this interview inspires you to get your business in order and master the tough, stressful conversations. Show Notes: Get 60% off your first year of Rock Paper Coin . Nora also appeared on Episode 65 of Wedding Industry Insider. Listen and learn how Nora built her wedding planning team . We also spoke with Nora during our special 200th episode of Wedding Industry Insider . Questions? Get in touch with Nora or Eddie Looking for the perfect tech stack to support your wedding planning business? Watch a full demo of Timeline Genius here . 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