If you're a wedding photographer, florist, caterer, DJ, or any other wedding professional, you already know: referrals are gold. And nobody refers more consistently than wedding planners.

A single strong planner relationship can send you 5-15+ weddings per year. Multiply that by several planner partnerships, and you've built a sustainable, referral-based business.

But how do you actually become a vendor that planners want to recommend? Having worked with hundreds of vendors over the years, we're sharing exactly what makes certain professionals stand out.

Why Planner Referrals Are Different

Planner referrals aren't like other leads. Here's why they're valuable:

  • Pre-qualified clients: Planners match you with couples whose budget, style, and needs align with your services
  • Higher close rates: Couples trust their planner's recommendations
  • Smoother events: Working with a planner means better timelines, communication, and coordination
  • Repeat business: One planner can send you multiple weddings annually
  • Professional environment: Planner-led weddings typically run more smoothly

What Planners Actually Look For in Vendors

Here's what makes us recommend certain vendors over others:

1. Reliability Above All

This is non-negotiable. When we recommend you, our reputation is on the line. We need to know you'll:

  • Show up on time (actually, early)
  • Deliver what you promised
  • Handle problems professionally without panicking
  • Never, ever ghost or flake

The One-Strike Reality

One no-show, one missed deadline, one major issue without communication — and most planners will never recommend you again. The risk isn't worth it.

2. Communication That Doesn't Require Chasing

The vendors we love are the ones we don't have to chase. This means:

  • Responding to emails within 24-48 hours
  • Proactively sending updates when things change
  • Being reachable when needed (especially wedding week)
  • Confirming details without being asked
  • Reading the full email before responding

3. Understanding Your Role in the Bigger Picture

Great vendors understand they're part of a team. This means:

  • Following the timeline (not running over into other vendors' time)
  • Coordinating with other vendors professionally
  • Deferring to the planner on logistics and flow
  • Not making unilateral decisions that affect other vendors
  • Being flexible when the day inevitably shifts

4. Talent and Quality (Obviously)

This goes without saying, but your work needs to be excellent. We recommend vendors whose work we're genuinely proud to be associated with.

5. Professionalism in Appearance and Demeanor

  • Dress appropriately for weddings
  • Be discreet and unobtrusive
  • Never drink on the job (even if offered)
  • Handle stress gracefully
  • Be kind to all guests and staff

How to Get on a Planner's Radar

The Right Way to Reach Out

Cold emails work — when done well. Here's what actually gets our attention:

Do:

  • Personalize the email (reference their work, style, values)
  • Include a link to your portfolio
  • Be specific about what you offer and who you serve
  • Suggest coffee or a quick call to connect
  • Follow up once (and only once) if you don't hear back

Don't:

  • Send generic mass emails
  • Attach huge files
  • Be pushy or aggressive
  • Ask for referrals in the first email
  • Send repeated follow-ups

Styled Shoots and Networking

Participating in styled shoots is one of the best ways to work with planners in a low-stakes environment. You get to showcase your work, and planners get to experience what you're like to collaborate with.

Industry events, workshops, and local wedding professional groups are also excellent for building genuine relationships.

Leverage Existing Connections

If you've worked well with a photographer, florist, or other vendor who works with planners, ask them for an introduction. A warm intro goes much further than a cold email.

Maintaining Planner Relationships

Getting the first referral is great. Building a lasting partnership requires ongoing effort:

After Every Wedding

  • Send a thank-you note
  • Share photos/highlights for their social media and portfolio
  • Provide testimonials if they request them
  • Tag them appropriately on social media

Throughout the Year

  • Share updates about new offerings or pricing
  • Engage authentically with their social content
  • Refer clients back to them when appropriate
  • Remember that relationships are two-way

What NOT to Do

  • Don't go around the planner to communicate with clients directly (unless asked)
  • Don't badmouth other vendors
  • Don't post photos before the planner/couple have shared them
  • Don't take credit for design decisions that weren't yours

Common Mistakes Vendors Make

Avoid these relationship-killers:

  1. Overpromising and underdelivering — Set realistic expectations
  2. Poor timeline management — Running late affects everyone
  3. Communicating poorly under pressure — Stay calm on wedding days
  4. Not reading the brief — Pay attention to details
  5. Being difficult to work with — Ego has no place on wedding days
  6. Inconsistent quality — Every wedding should get your best

Interested in Partnering with Something Blue?

We're always looking for talented, reliable wedding professionals to add to our vendor network. If you share our commitment to excellence and client experience, we'd love to hear from you.

Apply to Join Our Network