Building Upon Success by Jennifer Williamson

How to Guarantee Continued Wedding-Cake Inquiries

So you just finished a busy wedding weekend. That’s great. This should bring you plenty of new business. Your cakes were great, and you were happy with your work. The inquiries should be rolling in any minute, right? I wish it were that easy.

One of the biggest challenges of the wedding- cake industry is that we all need new business every single time. I know, it’s frustrating for all of us. Not only do we have to attract our ideal clients, convince them to hire us, follow through flawlessly, but then we have to do it over and over, every single time, for every single client. So how do you stay in the game season after season, year after year?

The truth is, the source of most quality new business comes from other wedding professionals, not from former couples. Think about it: you deliver the most stunning, delectable wedding cake. Of course, your couple loved it, as well as your stress-free process, and your wonderful customer service. Of course, they will tell all their friends, right? Well, as much as your couples loved you and your cake, their lives are moving on. They are married now and totally over the wedding planning. I know, it’s sad. It’s even getting harder and harder to nudge clients to take the time to write a review, even after a great experience.

So now what? How do you connect with your colleagues for ongoing referrals?

There are four methods to keep those referrals coming in year after year, decade after decade.

The first is to get on the preferred-vendor list at the venues where you love to work. Couples truly value this list and most will resource it first. How do we do this? The short answer is to be consistent, be on time, be pleasant and easy to work with and get to know the coordinators. When working a wedding, make sure to introduce yourself to the staff and coordinators and thank them when you are done. If there are industry events hosted by the venue, ask how you can help. I don’t suggest asking to be on a vendor list, but after getting to know the venue and the coordinators, you can ask if they have a vendor list. This will get the conversation going and start a relationship.

The next method is to cultivate relationships with seasoned planners, caterers, florists and photographers you admire and whose styles are similar to your own. These professionals are the ones who are most exposed to the wedding cake and will likely refer you. DJs and bands always eat the cake. They will remember you; trust me. I get 11 p.m texts from my DJ and band member friends from events all the time, telling me, “This must be your cake.” If you want to cultivate these relationships, I suggest joining industry-related referral and networking groups in your area. In addition to networking at these events, offer to bring cake samples to a special event so that other vendors get to try your cake. Most important, don’t forget to refer other businesses. Seek out the vendors with whom you share similar clients, and refer them to your clients. If they already have all their other vendors, reinforce their choices. This gives them more trust in their team.

The third method is to make friends with your competitors. These are your friends. We are all in the same game and can help each other more often than not. The best way to do this is to find someone you admire or who has a similar ideal client. Just pick up the phone, give a call and ask if you can refer them when you are booked. Of course, they will say yes and be happy to return the favor. Building good relationships with your competitors will pay off in the long run, too. Whom do you think another baker will recommend when they go out of business?

The last thing to do is make sure you stay on top of your style and don’t let your looks get outdated. It’s great to have a particular style that sets you apart, but you also want to alter that style to stay current and in demand. You can do this by practicing new techniques and even attending workshops to learn a new trick or two. Don’t forget to post these looks on social media. Remember, it’s your colleagues who continually see your work, and you will be first on their mind when you post a gorgeous new cake. They will refer you to their clients who are seeing your work for the first time. If you make a cake you love and post about it, make sure to tag anyone you know from the same wedding.

Building quality relationships with your colleagues and continuing to keep a great reputation will get you long-lasting success that will carry you through any challenges the industry may bring. I’ve seen it, and I’ve lived to tell about it. So get out of the kitchen and start making some friends. Start referring your favorite vendors, and make sure to ask your clients how they find you. After you do this for a while, they will easily give you two or three sources. Lastly, be sure to thank the source of the referral, and don’t take any job for granted.

Owner of her award-winning business, Jenny’s Wedding Cakes, Jennifer Williamson has become a leading figure in design inspiration and a mentor to her peers. She is known for her exquisite wedding-cake designs in the greater Boston area. She is now the founder of the “Wedding Cake Business Academy,” an online course helping other wedding-cake makers achieve the same success.

Photos by Lauren Killian and Christian Pendergraft

(This article appeared in the Winter 2025 issue of Pastry Arts Magazine)