How To Respond When Brides Ask The PRICE Question Too Soon (Part 1 of 2)

September 11, 2017 by Terry Lewis

So why do brides ask for price too early?

There are a lot frustrations going on inside a brides head when planning a wedding for the very 1st time.

A bride has to source and then make enquiries to around 20 separate suppliers to create her idea of the perfect wedding and she is doing it all, more often than not, with very little professional wedding planning experience.

And when you factor in the average bride will reach out to a minimum of 3 suppliers in each category, that’s at least 60 initial enquiries (generating at least 60 responses) to simply get her wedding in motion – it’s no wonder brides suffer from overwhelm. And this is why quite often a bride will use price to pre-select suppliers to cut down her workload and stress in the early stages.

But this approach can be flawed.

Seek first to understand, before being understood

Her budget for your services at best is often a made up figure gathered from her life experience so far, combined with the advice she has received from friends, family and on and offline intel. The source and quality of her preliminary research will therefore determine the budget she has in mind. In other words if she’s been collectively told and believes the average price for your service to be £X, your bride will not want to move too far either side of that number…. unless she is given a valuable and believable reason for doing so.

With this in mind, let’s assume your wedding experience is at the premium end of the pay scale reflecting the increased value and quality you promise and can deliver. Let’s also assume your fee is considerably  higher than most of the others in your industry.

If the average cost of your wedding experience is £X, and for valid reasons you charge £Y, by giving your price BEFORE you’ve had the opportunity to articulate the value in your fee, you will simply come across as overpriced and more often than not, your early price revelation will eliminate you from the selection process prematurely. Has this ever happened to you?

Now let us assume you are able to get in front of your bride to eloquently convey the superior value within your wedding experience. Lets also assume that for example your business hires wedding cars and your Rolls Royce Phantom has many sought-after benefits above the other grades of cars your bride was looking at, and that you were able to demonstrate that your vehicle perfectly met all her dreams, desire and aspirations for luxury travel on her wedding day; benefits that could not be meet in any other cheaper vehicle. In so doing, you’ll create a much better opportunity for getting the booking, at the higher price, simply because you’d have explained the added value and benefits which if resonated emotionally with your bride, you will push price off the number one spot of buying criteria.

 

In next weeks blog, I’ll share a powerful template on ‘how  to deflect the price question and simultaneously get the meeting without frustrating the bride.

About Terry Lewis.

  • The Author of the popular book ’12 Habits of Successfully Booked Up Wedding Suppliers’. Available on Amazon
  • A 6x Wedding Award Winner, including Best Wedding DJ in England
  • Judge for The Wedding Industry Awards
  • Mentor & Coach
  • Speaker

To learn more about how I can help you grow your business, please sign up for your free newsletter here.

Terry Lewis Terry Lewis (19 Posts)

Terry Lewis Biography 2009 I started my professional wedding DJ career. 2011 – 2014 I won 6 Best Wedding DJ Awards, including Best Wedding DJ in England. During this period I also became a preferred supplier at more than 50 venues from Mayfair in London to the suburbs. And had the honour of performing at international weddings. 2015 – Date I sit as a judge for the Wedding Industry Awards (the largest and most respected in the UK), and as a condition of accepting the role, I am no longer permitted to compete. 2015 I began my keynote speaking career at BPM Birmingham run by Mark Walsh & Eddie Short. Since then I have given motivational and educational talks at DJ associations such as NADJ and for leading Wedding Industry Networking groups. 2015 To facilitate my role as a mentor and coach, I launched a new company called Wedding Marketing Mastery, and created a world class 1-1 training program. It’s built from the ground up and designed to oversubscribe a wedding suppliers business at above average fees. 2016 I published my 1st book ’12 Habits of Successfully Booked Up Wedding Suppliers’ – Available on Amazon and read from London to Sydney. About my training I realised that to get above average results in the DJ and wedding industry, you need to help those you serve, get what they want to get. If you can do this in a remarkable way you will succeed in any endeavour. About me I am a father to four children and 2 step children. I am in love with my wonderful partner Julie whose support I could not do without. We love travel, entertainment and fine wines! I am also the co-founder of The GAAP Orphanage Foundation, our work helps orphans and abandoned children in Africa.


Filed Under: Business, Sales & Marketing, Weddings