It’s important to “educate” your clients. But what does that even mean? And how do you do it without coming across as too expensive – or too aggressive?
Wedding industry sales and pricing expert, Sam Jacobson, offers insights into what couples need to know at 4 unique stages in the sales process, so you can share the right information at the right time in the right way.
Top 3 Takeaways:
Create a social media strategy that primes buyer desires.
The #1 way to get buyers to trust you on a discovery call.
When, where and how to point out your brand differentiator.
Registration:
NSBWEP Members: Complimentary | Non-Members: $35.00
Registration is non-refundable and non-transferrable to a future event.
About the Speaker | Sam Jacobson:
Professional Journey
From Restaurant Manager to Event Director in Two Hours – After spending a dozen years in restaurants, I became an event manager when my general manager pulled me aside mid-shift and told me I’d be leading a ceremony rehearsal in two hours. I had zero events experience. That spontaneous promotion launched an eight-year career in luxury wedding sales and operations, where I booked more than 300 couples and led the venue to earn top industry distinctions.
An Epic Beach Changed Everything – I met both my future wife, Katy Taylor Jacobson, and my future boss, Todd Fiscus, on the same beach in Grand Cayman at the 2014 Engage Summit. (It remains an all-time legendary conference.) Katy and I married four years later to the day on a different beach in Pacific City, Oregon, and I spent two years as Todd’s number two before launching my own venture.
Founded Ideaction to Democratize Success – I started Ideaction Consulting in 2016 with a singular mission: to help as many wedding business owners as possible find whatever version of success matters most to them. I added Duet Social Media, co-founded with Abby Jiu, in 2024 as another way to help wedding pros grow their businesses and brands.
Personal Background
Island Life for Two Decades – I’ve lived on San Juan Island, Washington for over 20 years. It’s only accessible by ferry or small plane, and we’re actually closer to Vancouver Island, Canada than we are to the mainland United States.
From Near-Failure to European Adventure – I nearly failed out of college my freshman year. Instead of giving up, I took a gap year and spent four months biking and camping through Europe with a buddy. The experience transformed my perspective and approach to challenges.
Self-Taught Latin Scholar – After college, I taught myself Latin over a single winter to strengthen my PhD application. (I have degrees in English for Writing and Communication and History with a specialty in medieval studies, plus a certificate in Applied Behavioral Economics from The Human Behavior Lab at Texas A&M.)
Relentless Reader – I devour 40-50 books every year, and they’re all nonfiction. My favorite spot in the world is my couch with a book in front of the woodstove on a rainy NW day.
Current Life
Trekking the World – My favorite vacations are multi-week wilderness adventures. I’ve walked a 200-mile trail across Northern England (2023), spent two weeks on a pilgrimage route through Tuscany toward Rome (2024), and hiked the Cotswold Way with Katy (2025). This summer, my son and I are hut-to-hut trekking through the Dolomites for two weeks.
Daily Rituals – My perfect day starts with an early morning cold plunge, breathing exercises, and meditation, and ends in my wood-fired barrel sauna.
Dad to Two Almost-Adults – I have two kids: one preparing for college and another a year behind.
Life Philosophy – My motivation is to feel empowered with the knowledge and skills that allow me to live life on my own terms—and to help others do the same.
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