Convince Couples of Your Value in 6 Simple Steps and Ditch Price Shoppers Forever!
We hear time and time again that couples are only interested in one thing....and quite often it's the first thing they are even asking about....... I bet I don't need to tell you....
"What's your PRICE?"
The typical bride asks about your price and packages before anything else, and way before they understand the value and expertise you can bring.
And it's incredibly frustrating! As professionals, we know how important it is to hire the right wedding suppliers for your wedding day and the nightmare that can happen if you don't.
We've all got stories of brides and grooms who've been burned by that 'cheap' person promising them the world and then them having HUGE regrets about not hiring a professional.
For the amount of time and energy and countless hours a couple puts into their wedding and precision planning trying to get everything right, the necessity of hiring professionals should be a no brainer right......
BUT IT'S NOT.
They are fixated on the price but it's not your fault...... we live in a cost based world where money is talked about (quite often in negative ways) and we are psychologically predisposed to weigh up whether we've got a good deal or not before we hand over any cash but you are able to turn these price shoppers into profit with the right strategies.
These couples are looking for your service, they've contacted you for further information and they're awaiting your reply. They are going to hire someone, all you need to do is make sure that person is you!
If you answer their price question in the right way, it's going to lead to a booking, answer it in the wrong way and you lose them, and you spend £100s in advertising or hours of your time marketing for another prospect to contact you.
When you understand how to market to price shoppers, couples immediately understand why you are worth your price. You'll stand out from your competitors and booking the wedding becomes easy. When you don't, you'll keep getting the same results. You'll fight to get couples to realise the value you bring, they probably won't 'get it' and you're undercut at the last minute by someone cheaper.
Price isn't Personal
The first thing in order to be successful at this method is to realise price isn't personal. When you receive an enquiry asking about price, they are starting a conversation about value. It does not mean that all they care about is the price!
Stop taking it personally......... The price question isn't personal. It's just the first question they know to ask.
It's not the time for you to start defending why you cost what you do, it's not the time to be offended and justify your pricing.....
This couple is signalling to you that they like what they've seen so far and they want to know more so they can decide whether you are right for them and their wedding.
The next time you feel stung by the price question, reframe it and hear it like this: "I like what I've seen and read about you so far, can you tell me more?"
Explaining Value.....The Easy Way!
When explaining your value to potential clients, you've got to go beyond simply stating what you offer and instead focus on the benefits they will receive by booking you.
For example, if you're a wedding planner, you could explain how your expertise and experience can save the couple time, stress, and money. You can detail how you have relationships with vendors that can offer discounts or exclusive deals, and how you can handle all the little details and issues that may arise on the wedding day, so the couple can fully enjoy their day.
As a photographer, you can showcase how your skill and creativity will produce images that will be cherished for a lifetime. You could highlight how you can capture candid moments, create artistic compositions, and tell the couple's love story through your work. You could also explain how you can put the couple at ease, making them feel comfortable and relaxed in front of the camera, so they can be themselves and have fun during the photoshoot.
Other wedding professionals can also demonstrate their value in various ways.
A florist could showcase their ability to create unique and beautiful floral arrangements that perfectly complement the couple's style and vision. A DJ or musician could highlight their talent for reading the room, keeping the party going, and creating an unforgettable atmosphere for the reception.
By focusing on the unique value that you bring to the table, you can effectively differentiate yourself from competitors and show couples why working with you is an investment in the success and quality of their wedding day.
For many wedding professionals, competing against price shoppers can be a frustrating and challenging experience. It's common for engaged couples to inquire about rates and prices before fully understanding the value and expertise that a vendor can offer. However, in the wedding industry, value is so much more than just a number on a price tag. By shifting the focus away from price and towards the unique value that you bring to the table, you can effectively communicate your worth to potential clients and stand out in a crowded market.
Responding to Price Shoppers - 6 Steps to get right!
Personal Detail: Building in some personal detail in your response to your couples kick starts a relationship and builds into a conversation with the bride or groom so that they begin to like you and therefore want to do business with you. Including some extra personal detail can also build a sense of authority too - if you've worked at their venue before or know the wedding planning team there - you automatically position yourself as a trusted supplier.
Free Information: I have literally been banging on about this for the best part of 6 years inside of the wedding industry, and the reason is because it works so well in positioning yourself as a figure of authority to couples who know nothing about you....yet! Plus it taps into that favour principle. Give the couple valuable information that they can use to plan their wedding or that helps them with a task or problem they are facing and they'll have first hand experience of why you are worth your price and they'll feel more obligated to book you too.
Client Testimonials: Couples are relying on these more than ever, the average couple reads around 18 testimonials in the research phase before they even talk to the photographer they are weighing up. Testimonials provide social proof and even more evidence of how valuable your service is from people they trust - other couples just like them! Incorporate testimonials into your responses and build a process into your business to collect these.
Link to Blog Posts or Samples of Your Work: When you direct enquiries to blogs or images of your work in their venue or their style it demonstrates that you understand their vision and that you're an authority to be trusted and valued. The couple get a pretty personal insight into what it's like to work with you. If you do this one right, they quickly are unable to imagine working with anyone but you.
A Photo: Include a picture of yourself in your email signature response, we are drawn to human faces and including a smiling photo of yourself sets you apart from your competitors. I'm not talking a cheesy photo of you on the last night out you had, hire a professional to take some pictures or at the least bring someone along on your next wedding setup to capture a quick picture of you at work. Using a bad photo absolutely works against you - so think professional, smile and pop it into your email signature.
And lastly.........Call To Action: This is where you tell the couple to take some action. What step do you want them to take next......TELL THEM. By activating all of the things above they'll be influenced to check this out. The more specific you are with your call to action, the better your results will be. Instead of suggesting they book in for a call, give them some options or link to a calendar for them to choose, it'll cut your back and forth emails and increase your results by more than a third too!
Using these steps makes it super easy to convert those couples who you think are price shoppers into clients happy to pay your prices and who VALUE your service.
Inside our Wedding Pro CEO Group Programme we go into this method in much more detail, teaching you the along with a sales strategy to ensure that you can confidently take all of your wedding clients from Look to Book.
It's for all Wedding Professionals looking for a booked out wedding business and joining NOW also gives you access to our 6 Figure Success Strategy where we teach you the steps to go from 0-6 figures and beyond in your wedding business.
Alongside 6 months of support in tailored group coaching calls where you can get every question answered you'll receive lifetime access to all of our modules that will take you to a Booked out Wedding CEO.
For more information on whether this is right for you fill out this no obligation form
and we'll be in touch and arrange a call. We've got an amazing bonus worth more than the programme if you join this month too. And.... we'll also send you a joining gift to celebrate your investment in yourself and your business.
We kick off on the 27th April - and it's your last chance to get this at this price - for forever.
Fill in the form to express your interest here: https://view.flodesk.com/pages/643ffce2362e92b0f75ce61c
Why Listen to Us?
We've built up a business from 0-6 figures and poured in the sweat, tears, determination and strategy to make it work and we've taught other wedding professionals to also reach their income goals and build more sustainable businesses.
We aren't the type to talk the talk and not walk the walk, our clients get results, they build businesses they love, spend more time with their family - we aren't about that hustle pressure and we understand this market and marketing like the back of our hand. Check out the audiences we've grown for our own business organically, plus we'll happily show you are own open rates for emails (sitting at over 70%) and methods we use for content creation and more..... We've built up a successful Podcast too, teaching wedding pros who want to grow their business effective methods to get visible and booked out in their wedding business.
Work with us and you'll find we hold NOTHING back, we won't try and sell you more courses for the 'secret' to this or that. We'll walk you through a simple strategy that works and enables you to book more of the weddings you want. We are also mums, so understand the importance of balance in business and life and we'll help motivate, guide you and teach you the path to increase your income, find balance and have a sustainable, steady flow of enquiries coming into your wedding business.
Joining our group coaching programme is the most cost effective way to work with us and get the results you want in your wedding business. Imagine having us in your corner for the next 6 months!
Express your interest - https://view.flodesk.com/pages/643ffce2362e92b0f75ce61c
"I've loved working with Katie and Roxy, I booked in for 4 sessions with them and they are completely worth every penny! I initially booked for some social media support but quickly realised that other areas of my marketing and client journey could be improved too. Since working with them I've got a smooth client journey nailed down that's encouraging couples to book, plus it's reduced my workload and my diary is looking busier than ever" - Sara, Wedding Planner
"20 deposits paid and weddings booked off the back of your email sequence! Amazing, I can't even work out the ROI on that....but it's a lot!!" - Simon, Photographer
"You are geniuses, brimming with ideas, I've left each session knowing what I need to do next" - Alina, Planner
"This is the thing I didn't even know I needed" Vicki, Bridal Retailer
"Thank you, 800% increase on views on my social media in a couple of weeks. I'm more visible and its working" - Dougie, Wedding Entertainment
"Working with Katie and Roxy has given me more confidence in myself and my business. By sharing their knowledge in a clear way and giving step by step instructions has given me the ability to grow my business and take it to the next level. I highly recommend The Wedding Business Hub" - Sarah, Wedding Planner