Urgh the dreaded question:
“What’s your price?”
For many of us in the wedding industry we can find this question awkward.
- We don’t want to be ‘salesy’
- We want to explain about all the various complicated options
- We don’t want to scare them off before they understand what they get
We find it hard to answer!
If you feel any of these things keep reading as I’ll explore what’s going on and some of the ways we can overcome it!
Hello Wedding Industry Friend!
If we haven’t met before, my name is Kelly Mortimer and I help wedding businesses to drive enquiries, increase average spend and book more weddings. Keeping their businesses profitable while serving more of the couples they love.
My clients see increases of 45% -120% on bookings after applying my strategies.
1. They don’t know what else to ask
Remember your wedding couple is likely very new at the whole wedding planning game. They’ve only just started, and they’ve heard horror stories of venues & vendors riping people off.
So what they do know about is price. They know they have a budget and they want as much value for their buck as possible. And that is one of the first thing’s to realise.
Our couples don’t wake up and think “I want the cheapest venue I can find!” no one really wants the cheapest as they know that will likely be the worst! But they do want VALUE.
They want a florist who will not only does a great job, but they will feel they ‘maximised’ that part of the budget.
So, they email you and say “What’s your price?”
And your heart sinks!
But remember, they don’t know what else to ask.
2. Price is about context
The problem with price is it’s all about context. Which means it depends what you actually get for that price.
For example, if I said to you “Is £97 a lot of money? You’d say depends what it’s for!”
£97 for a Ferrari is super cheap.
£97 for plastic toy car. Not so good value!
When I work with venues & vendors I show them a specific framework that allows them to streamline their offering, cover each section of their market from budget to super high end AND all while being very upfront and honest about price.
So remember you have to be able to show the client clearly and simply what they can expect at various price points.
3. Price is not usually the final deciding factor.
Eeeek there I said it! It’s not always about price.
Couples will choose you if they feel a connection, in safe hands and they are confident you can deliver a product or service that will add massive value to their wedding.
Wedding couples ,more than most consumers, need to feel in the hands of an expert. They need you to guide them in your area of expertise.
And so, when we’re dealing with our couples right from the first communication, we want to work on connecting with them.
There is a simple principle at play:
The more they like you, the more likely they are to buy from you.
Our couples need you to guide them (they don’t know what to ask).
They need your pricing to be easy to understand and really show the VALUE of one option to another (context).
When they feel the value of your product and service is superior that’s when the decision is not about who is the cheapest!
I hope you enjoyed this article!
Now I’d love to hear from you…
Which was your biggest takeaway from this?
Let me know by leaving a comment below right now.
PS: Would you like to see better results in your business right now?
Click here to join my inner circle The Next Level. Where for the cost of a daily Starbucks I share all my proven sales strategies. (Doors close Wednesday 5pm UK time!)
I enjoyed this blog and as a Next Level member, I’m enjoying and getting a lot out of the second module. Currently working on putting it into action.
If they really like you, then they really will buy from you over someone else.
They ask about price because they don’t know what else to ask and what they in fact want is VALUE and our expertise.
They have to be able to see/visualise what they will get at each price point…
LOVE this Ashley! Can’t wait to see what you do with module 2 from The Next Level – its a game changer!
Fantastic blog thank you.
My takeaways are context and guidance.
As you say, put yourself in the couples shoes, they’re new to wedding planning and have no idea what to ask so price is one of the first questions but needs backing up with context and value to seal the deal.
I’ve made sure I discuss my added value when quoting my prices and that’s really helped.
Thanks for this article Kelly, I really needed to read this today 🙂 I’m starting to put your strategy together in the Next Level membership and can see the potential of it already. You are so right – price gives context and it’s the one thing our couples have knowledge of in an industry that is still new to them.
This is why the right language on your website and listings is so important if the client feels an emotional connection then they will buy from you and for some price is very important as they may have a very limited budget but still want the wedding of their dreams
Hi there,we are a small family run wedding venue in Stockport and reading your article gave me even more confidence as we already do a lot of the things you say.One to make you smile.We had a couple viewing once and you could tell they weren’t interested so when she asked what do you do when it rains I said put your coat on.It made everyone smile,job done she became more interested.