Wedding Cakes Aren't Just Desserts
By Sallia Bandy
()
About this ebook
This book is not just for the novice wedding cake designer, but also the experienced designer as well. The novice can gain confidence in working with a bride and the experienced designer can see their business grow by learning how to hone their marketing skills. It covers the wedding cake creation process from beginning to end: from advertising and making the first contact, all the way to delivering the cake.
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Wedding Cakes Aren't Just Desserts - Sallia Bandy
Wedding Cakes Aren’t
Just Desserts
SKU-000419845_TEXT.pdfby Sallia Bandy
US%26UK%20Logo%20B%26W_new.aiAuthorHouse™
1663 Liberty Drive
Bloomington, IN 47403
www.authorhouse.com
Phone: 1-800-839-8640
© 2011 Sallia Bandy. All rights reserved.
No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of the author.
First published by AuthorHouse 2/16/2011
ISBN: 978-1-4567-3527-2 (sc)
ISBN: 978-1-4567-3528-9 (e)
ISBN: 978-1-4567-3529-6 (dj)
Library of Congress Control Number: 2011902703
Printed in the United States of America
Any people depicted in stock imagery provided by Thinkstock are models,
and such images are being used for illustrative purposes only.
Certain stock imagery © Thinkstock.
This book is printed on acid-free paper.
Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.
Introduction
When I made my first wedding cake as a junior high student in 1969, there was no internet; only a few books, Mailbox News, and other cake decorators. There were no structured classes at the local craft store. My first class was taught by a lady at the local bicycle repair shop. Much of the knowledge in this book came the hard way and through studying and talking with others. Never underestimate the importance of networking with other cake decorators, either online at one of the multitude of cake decorators’ social media web sites, at a day of sharing, during an ICES convention, or in a class. You can always pick up a tip. You might not know what to do with the tip at the time, but write it down and tuck it away, for you will find a way to apply it in the future.
This book takes the process of creating a wedding cake from the initial consultation with the bride through the delivery of the cake. It is designed for home bakers, culinary students, small business owners, and anyone who makes wedding cakes. As wedding cake artists, we are good at making tasty, beautiful cakes. But how we treat the customer throughout the process says a lot about us. We can be firm without being domineering, nice without being a pushover. Brides do have a choice of whom they want for a cake designer, and professionalism and great customer service tip the scales every time.
There are many fine books on the market with pictures of beautiful cakes to inspire us to reach the next level. Pour over those books for your design vision; then come back to this book to find out how to meet with a bride, present yourself, and where to find business cards.
Sallia Bandy
September 2010
Table of Contents
Introduction
Consultation and Cake Tasting
First Impressions Count!
Closing the Sale
A Picture is Still Worth a Thousand Words
Photographing Cakes
Create a Scrapbook
Digital Portfolios
Digital Picture Frame
Simple Binder
Photo Album
Photo Books
Getting Started
Tasting the Cake
Group Tasting ‘Party’
Private Tasting and Consultation
The Consultation – Ask the Right Questions
Taking the Order
Deposits and Rentals Fees
Contract
Cake Design
Basic Cake Designs
Stacked
Separated
Combination
Satellite
Cake Styles
Traditional
Classic
Contemporary
Whimsical or Thematic
Non-cake Ideas
Cupcakes
Cookies
Brownies
Cheesecakes
Candy Decorations
Individual Cakes
Table Cakes
Pastry
Desserts Bars
Totally Different Ideas
Design Inspiration
Topping the Cake
Groom’s Cakes
Background and Tradition
Groom’s Cakes Today
Sizing the Cake
Serving Size
How Many Servings?
Big Cake, Small Wedding
Big Wedding, Small Budget
Stretching the Number of Servings
Sketching the Cake
Construction Methods
Cake Stand
How to Use Cake Stands
Stacked
How to Build a Stacked Cake
Push-in Pillar
Two plate and Four Pillars
Center Column Construction
Fountains
Stairways and Bridges
Stairways Without Bridge
Stairways With Bridge (Use 2 to 4 Stairways, 1 Bridge)
Baking the Cake
Beautiful AND Tasty
Baking Tips and Hints
Basic Recipes
Double Vanilla Cake
Vanilla Sugar
Easy Cake
Fresh Strawberry Filling
The Icing On the Cake
Icing is the Foundation
Icing Tips & Hints
Basic Recipes
Buttercream with Cream Cheese
Cream Cheese Icing
Ganache
Basic Buttercream Icing
My First Icing
Transporting the Cake
Tips for Smooth Deliveries
Cakes on Pillars
Stacked Cakes
Center Column Construction
At the Reception Site
Delivery kit
Fountain Items
Running a Cake Business
References
Advertising
Business Cards
Cakes Donated to Events and Charities
Stationery
Brochures
Use Press Releases
Advertise in Local Newspapers or Shoppers
Partner with Other Wedding Businesses
Real Estate Offices
Health Regulations and Legal Considerations
Cottage Food Laws
Tracking Orders and Figuring Costs
Bibliography
Web Sites
Resources
Cake Decorating Supplies
Photo Sharing
Photo Books
Business Cards (also Stationery, Calendars, Postcards, Brochures, Letterhead, Inked Stamps)
Software
Miscellaneous
Publications
Appendix A – Bride’s Cake Serving Chart
Appendix B – Groom’s Cake Serving Chart
Appendix C – Cake Serving Chart
Appendix D – Amount of Fondant Needed
Appendix E – Guide to Choosing a Wedding Cake
When to Begin
Whom to Order From
Cost
Design
Frosting
Decorations
Flavor
Appendix F – Wedding Cake History
Appendix G – Fun Facts and Wedding Statistics
Fun Facts
General Statistics (Ministers)
Marriages by Month (Ministers)
Appendix H – Timeline for Planning
Appendix I – Example of Cake Cutting Instructions
Appendix J – Graph Paper
Appendix K – Sample Order Form and Contract
Consultation and Cake Tasting
First Impressions Count!
The consultation and cake tasting meeting is probably your first opportunity to meet the bride in person and make a good impression. It may also be your last chance. This is your time to set the tone of the consultation, so pay attention to these tips from sales professionals about making a good first impression:
bullets-check.tif Be ready to meet on time. Make sure you are organized and can easily locate all of your support material - samples, brochures, pricing information, business cards, etc.
bullets-check.tif Demonstrate good listening skills. Be interested in what the other person has to say; encourage them to talk and don’t interrupt. Give positive verbal cues by asking questions that encourage conversation and put your bride at the center of attention. Control the conversation, but do not monopolize it. It’s just as important to listen. Maintain eye contact and be friendly, yet professional. Don’t offer solutions before making sure you understand your customer’s needs. Ask questions before making recommendations.
Three points of active listening are:
• Keep an open mind. You won’t like every design that you are contracted to create.
• Paraphrase what you hear the customer saying. Don’t parrot what she says, but rephrase in your own words to promote understanding.
• Take notes. Don’t rely on your memory.
bullets-check.tif Present a professional and polished appearance. A neat, clean appearance will go a long way, so save the cutoffs and t-shirts for the beach. How you dress shows how important the customer is to you.
bullets-check.tif Bring a positive attitude to the meeting. Smile and give your customer a solid handshake. (Don’t overpower her.) Show your confidence by having good posture and an upbeat, friendly approach.
bullets-check.tif Speak well and avoid words that you cannot handle. People judge us by the way we speak and present ourselves. Speak so that you can be heard – don’t mumble, but enunciate clearly. Display animation in your voice and facial expressions to add interest to your words. Practice in front of a mirror or with someone you trust to build your speaking skills. Be careful not to use slang or words such as yeah, uh-huh, and okie-dokie. Never curse! Be professional. Practice with others or in front of a mirror.
bullets-check.tif Establish rapport. Your bride has probably been given a lot of advice from friends and relatives about how she should plan her wedding, and