“Assuming you list your packages and prices on your website, do you list the cheapest package first and then have them in ascending order so your biggest is at the end OR do you present your biggest and best first on the page and the smallest/cheapest right at the bottom of the page.
I guess it’s a marketing thing?? but which do you find works better?”
First of all, I would NOT recommend listing all your prices on your website in most cases. This keeps couples focused on the price instead of the value you’re providing, and you don’t get a chance to build a relationship or explain your value in an effective way from a price list.
I’d much prefer that you list a realistic starting price or price range, and then ask people to contact you for more information.
However, you did say, “assuming you list your packages on your website…”
There are a couple principles of psychology you can use to guide couples to maximize the perceive value of your packages and guide them to the one that’s most profitable for you.
1) List the most expensive package right next to your less expensive ones.
You want the bride or groom to see that most expensive package right away. Why? Because of something called the “contrast effect.”
We judge the value of something, especially when we’re unfamiliar with the product or service, by comparing with prices around it.
When you display your deluxe $4,000 package next to the others, your $3,000 package looks like a steal.
2) Have 3 packages with the middle package as the one you want most people to choose.
When presented with 3 package options, most people will choose the middle one. “I don’t want to be cheap,” the think, “but I don’t need the most expensive. I’ll go with the middle.”
Deliberately create a middle package that is attractive to most of your clients and also profitable for you.
Having 3 packages is ideal, but don’t offer more than 5 and avoid a large menu with dozens of a la carte options. Too many packages becomes overwhelming to look at, and when couples get overwhelmed, the choice becomes too painful and they end up making no decisions at all.
3) Mark one of your packages as the “Most Popular” option.
Buying decisions are influenced by the opinions of others. By designating the package that is “most popular,” you’re providing social proof that this is the best one because everyone else says so.
Make the “most popular” package the middle one, and you’ll encourage people to choose it even more.
4) Present your packages visually so that they are easy to understand.
Again, make the choice as easy as possible. The bride or groom should be able to quickly identify the differences between them.
Use colors, bullet points and short statements. A package display with check marks and features like the one below is easy to ready and choose from.
These are the general principles of pricing, but the best way to find out what works is to test different variations and measure your results.
What do you think about putting prices on your website?
Stephanie Padovani and her husband, Jeff Padovani, are the dynamic husband-wife duo behind Book More Brides, the #1 online resource for transformational marketing, business and motivational strategies for the wedding industry.
Stephanie and Jeff Padovani met and fell in love in the corporate world, and have been working together ever since. They are famous for entertaining and empowering wedding professionals with low cost, effective marketing strategies and powerful “anti-price shopper” communication techniques…that don’t require sleazy, high-pressure sales tactics or competing on price.
Want more wedding business tips? Visit BookMoreBrides.com to get your copy of the free report, “The Price Shopper Email: How to Immediately Convince Brides of Your Value So They’re Primed and Ready to Book.”
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