Cake Booking Rates and How Your Customers Find You.
When people talk about the booking rates for their cake businesses, everyone seems to think that a 100% booking rate is the goal. I don't think that's such a good thing, personally. If every single person who comes to a tasting appointment hires you, one of two things is going on. Either you're not charging enough, or you're doing such a tremendous job of screening people you're probably scaring people away at the same time.
You do want to do a good job of screening people. However, the goal of having everyone who comes to an appointment hire you isn't realistic unless you're the only baker in town, you have a "landmark" business where everyone local likes to go, or you're just famous and people will hire you so they can say they hired you.
Here are two videos on the subject, and I had charts to go with them!
The basic things to remember on this topic are these:
-- It's not realistic to expect everyone who comes to talk to you to hire you. If that's happening, you're probably not charging enough, or your screening is super thorough. That's not a bad thing, but it could also mean that you're scaring people away.
-- You WANT to screen people when they contact you to make sure they're a good fit for your business and your schedule. If you don't you'll be wasting a lot of time on your end and their end.
-- There are far more people "investigating" you than the ones who eventually end up contacting you for an appointment. To increase those numbers, you need to ask people how they found you so that you can see what's bringing in your business. If something isn't working, don't feel that you have to spend time on that anymore. If facebook brings you no business, maybe you shouldn't be wasting your time there.
-- The number that matters in a business is your profit, not the amount of business you book. If you sell 40 cakes all year, and you make $12,000 in profit, you're better off than the person who books 100 cakes and has $10,000 in profit.
Kara Buntin owns A Cake To Remember LLC, online cake supplies at www.acaketoremember.com and www.acaketoremember.etsy.com