In this episode of The Venue Success Podcast, host Tirzah Caffee welcomes Alan Berg, a renowned sales strategist, speaker, and author, to discuss the intricacies of the wedding industry. They share personal anecdotes about challenging client interactions, particularly focusing on the phenomenon of 'Dadzillas' and the importance of setting boundaries with difficult clients. Alan emphasizes the significance of supporting team members in high-pressure situations and the need for venues to adapt their sales strategies to cater to the unique characteristics of Gen Z clients. The conversation also delves into best practices for venue websites, the role of AI in enhancing customer interactions, and the importance of creating personalized experiences for clients. Throughout the episode, Alan shares valuable insights and actionable advice for venue owners and wedding professionals.

Alan Berg CSP, Global Speaking Fellow – Sales Trainer, Speaker, Author (and Bourbon Nerd)If you’re in the wedding or event business and want to book more and grow faster, you’ve probably already heard of Alan Berg. With over 25 years in sales, marketing, and sales leadership—and real-world experience as VP of Sales at The Knot and publisher of two wedding magazines — he’s helped thousands of businesses, from solopreneurs and startups, to global hotels, turn more leads into bookings.Alan’s not just a speaker—he’s one of only 44 Global Speaking Fellows worldwide, the first Certified Speaking Professional™ in the wedding industry, and a Fellow of the Professional Speaking Association in the UK and Ireland. He’s been named to the “Top 100 Speakers To Watch in 2025” (again!) by Motivator Music on LinkedIn, alongside names like Tony Robbins and Gary Vee.He’s also the host of the Wedding Business Solutions Podcast, with over 280,000 downloads and counting. His clients span the globe—from Ireland to India, Dubai to Australia—covering everything from DJs and caterers to planners, florists, and dress shops.Oh, and did we mention he’s written 13 books? His best sellers include Shut Up and Sell More, Stop Selling and Help Them Buy, Why Are They Ghosting Me?, and his newest, From Browsing to Booking.Alan’s presented in 14 countries (five in Spanish, and once in French— both self-taught!) and speaks to thousands of wedding pros every year through live events, webinars, and in-person trainings.When he’s not on stage or on Zoom, you’ll probably find him blending his own small-batch whiskeys as a certified Executive Bourbon Steward.