E162: It’s Not Your Prices - It’s How You’re Selling Them

In this episode, we’re tackling one of the biggest challenges for wedding pros — pricing with confidence. The simple answer is that it’s rarely about the price itself; it’s about the value your couples feel before they ever see the number. Roxy and Katie share how to align your pricing with your perceived value, communicate transformation over tasks, and elevate your client experience so you can confidently charge what you’re worth.

Episode Highlights

In this episode, you’ll learn:

• Why couples say “you’re out of our budget” — and what they really mean.

• How to show value before you ever reveal your price.

• The difference between selling a feature and selling a feeling.

• Why positioning and perception are just as important as your packages.

• The mindset shifts you need to confidently raise your prices.

• How to respond professionally when someone says you’re too expensive.

• A simple 4-step process to upgrade your pricing strategy without panic.

• Plus: why Roxy and Katie swear by Flodesk for beautiful, profitable email marketing (with their 50% off referral link).

Resources Mentioned

• Flodesk – 50% off referral link

Full Episode Transcript

Roxy: Welcome to the Wed Pro Podcast, the podcast for wed pros, no matter their stage. We are your hosts, Katie and Roxy, and this is the Wed Pro Podcast.

Katie: Hey, so today we’re going to be chatting about one of the really tricky parts of running a wedding business — and something that we encourage a lot of the people that we work with, a lot of our clients, to have a look at — and that is their numbers and pricing.

Some of the time, wedding pros will say to us that they finally decide on their numbers. They finally feel like, “Yes, I understand this, I know what makes me profitable, I know where I need to be pricing.” But then… there’s this period where there are just crickets. They don’t really hear anything, or they get clients replying with phrases like, “You’re out of our budget,” or “Do you do discounts?”

Roxy: Yeah, or “Anything you can do on price?” — it definitely stings, doesn’t it?

Katie: It really does. And here’s what’s wild — we’ve worked with hundreds of wedding suppliers now, and most of the time their prices actually aren’t too high. They’re just not landing.

Roxy: Exactly. It’s never really price, is it?

Katie: No, it’s never price. And that’s something we say all the time. It’s more that couples aren’t feeling the value before they are seeing the number. And when that happens, the price becomes the problem by default.

So today, we’re going to be getting into how to bridge that gap — how to make sure your prices and your value are actually aligned so that it communicates really clearly to your clients. Because when they are, you’re going to stop hearing things like, “You’re too expensive,” and you’re actually going to start booking more couples.

Understanding the Value Gap

Roxy: Let’s start here. There’s often a massive perception gap between what you think couples understand about your service and what they actually see.

You’ve spent years perfecting your work — you know how much skill and time goes into it — but couples are coming into your world cold. They’ve seen five websites and they’re all kind of blurring together.

Katie: Yes, and if you think about it, more than 96% of people are getting married for the first time, so it’s all new to them. If they’ve looked at three wedding photographers and each website says “8 hours coverage, USB with edited images, online gallery,” and there’s a difference in prices, they don’t actually see why you’re worth more.

You have to give your couple something emotional to latch onto.

Roxy: So instead of saying, “You’ll get 600 edited photographs,” you might start to attach some emotion to that. Talk about the moment your dad saw you in your dress for the first time — and being able to relive that every time you open that gallery.

That’s where value starts to form. It’s about selling the feeling, not the feature.

Katie: Yes! Couples don’t know what good costs, but they do know when something feels right. And if you can help them feel that connection before they even see your price, you’ve already won half the battle.

Selling the Transformation, Not the Task

Roxy: Let’s move on to selling the transformation — that’s the next big thing. Most wedding suppliers are selling the tasks, the things they’re doing, when they should be selling the transformation.

In our coaching world, people don’t want “a library of videos” or “two one-to-one calls a month.” What they want is a transformation — more clients, more confidence, more yeses at better prices, and ultimately, a business that gives them more freedom.

Katie: Exactly. And your couples are the same. They don’t want a checklist — they want the end result. They want the thing that will make their day smoother and their memories more special.

Roxy: Let’s take a florist as an example. You’re not just selling 12 table arrangements — you’re selling the wow moment when guests walk in and say, “Oh my god, this is the most beautiful wedding I’ve ever been to.”

If you’re a planner, you’re not selling spreadsheets — you’re selling peace of mind. If you’re a photographer, you’re selling legacy — the images that will be shown to their grandkids one day.

Katie: The more you talk about that end feeling, the less couples will question your price. They stop comparing you on numbers and start connecting with what it would feel like to work with you.

Positioning and Perception

Roxy: Now, let’s talk about positioning — because this is massive when it comes to value.

If your visuals, your copy, or your client experience don’t match the price you’re charging, there’s going to be resistance. You can’t have £2,000 packages and an inquiry form that feels like it’s from 2014.

Katie: If the experience looks budget, people will assume it is budget.

We see this all the time — people think they can just raise prices and boom, everything changes. But it’s not that simple. It’s about layers — getting your positioning, perception, and brand right so that everything communicates that price with confidence.

Roxy: Exactly. The price evokes a feeling. If your presentation matches that feeling, people will say, “Yeah, that makes sense.” But if there’s a disconnect, that’s when resistance happens.

It doesn’t mean you need to rebrand every five minutes, but your presence — your visuals, tone, and experience — should feel like the experience you’re selling.

The Fine Dining Analogy

Katie: Think about the difference between a fine dining restaurant and a budget one.

At a fine dining restaurant, everything is curated. You’re greeted warmly, the menu is short and refined, the lighting and music are perfect. You’re not rushed. The price feels right because of the overall experience.

At a budget restaurant, it’s loud, rushed, and crowded. There’s a huge menu and little atmosphere.

If you’re charging premium rates, every touchpoint needs to back that up — from your first email to your Instagram captions.

Roxy: Exactly. And this doesn’t mean you have to sit at one end of the market or the other. It just means everything you do has to align with your ideal couple.

It’s like walking into a luxury boutique and being greeted with, “Alright babe, what do you want today?” The product might be the same, but the delivery kills the perception.

Experience Creates Perception

Katie: The same applies to your business. Think about how even mid-range brands elevate experience.

I bought a new handbag at Coach recently — it’s not ridiculously expensive, but the service was next level. They didn’t just hand me the bag off the shelf. They brought a fresh one from the back, wrapped it beautifully, put it in layers of packaging, and followed up after with an email asking how my experience was.

That’s what people remember.

Roxy: Yes! Even if the product is similar, the experience sets it apart. And we see this with our clients too. We never tell them to change their product. We focus on repositioning — how they’re showing up, how they’re communicating their worth, and how they’re attracting the right people.

The Mindset Around Pricing

Katie: Let’s get into mindset, because this is such an important part of pricing.

You can have the best strategy in the world, but if you secretly don’t believe you can sell at that price, your couples will feel that energy.

If you sound nervous when you say your price, or you justify it with huge lists, or you follow up with discounts or freebies, you’re telling your couple you don’t believe in it either.

Roxy: Exactly. Chanel doesn’t justify why their bags cost thousands. They just are.

We’re all selling premium experiences here — weddings are once-in-a-lifetime events. When you sell premium, you don’t justify on price.

Katie: Confidence isn’t about being cocky — it’s about being clear. You’re not charging to earn more, you’re charging because what you deliver is worth it. You have experience, talent, insurance, systems, time — all of that goes into the number.

You’re not just showing up on the day; you’re giving months of expertise and reassurance.

Roxy: And raising your prices isn’t about greed. It’s about sustainability. You can’t give your best if you’re burnt out and undercharging. You can’t have a sustainable business that doesn’t support your life.

Katie: Exactly. And honestly, so many people don’t sit down to work out what they actually need to take home.

We ask clients, “How much do you want to make this year?” and they’ll give a number — but when we add insurance, systems, travel, and tax, it’s always higher than they thought.

You have to price for sustainability, not survival.

The Flodesk Mention

Roxy: Speaking of raising value, one of the smartest moves we ever made in our own business was switching to Flodesk for our email marketing.

Their legacy pricing is about to disappear, but when we joined, we wanted something simple — no tech headaches, no limits, just easy. It completely changed everything.

Katie: Our open rates literally doubled overnight. We went from low engagement to people genuinely excited to get our emails.

And the best part — we made £6,000 from just one email. That’s when we realised it’s not about the size of your list, it’s about the right system.

You get unlimited emails and subscribers — which no other platform offers. But their lifetime pricing is ending soon, so if you’ve been on the fence, now’s the time. There’s a 50% off link and free trial in the show notes.

Practical Steps to Raise Your Prices

Roxy: Okay, let’s get practical. If you’re ready to raise your prices, here’s how to do it properly.

Step 1: Upgrade your touchpoints. Before you raise numbers, make sure your brand, inquiry flow, and client experience feel elevated and aligned with your new price point.

Step 2: Add perceived value. This doesn’t mean more work or free extras — it means highlighting what’s already in your packages that people overlook.

For example: “I create a detailed wedding-day timeline so that you can relax and enjoy your day.” That so that is where the value is.

Step 3: Communicate confidently. You don’t need to make a big announcement — just quietly update your pricing. Say, “Our 2026 packages are now open, reflecting the increase in demand and service.” That’s it.

Step 4: Stick with it. Don’t panic when someone says no. Give your market time to adjust.

Katie: And confidence grows through action. Once someone books at your new rate, that’s proof it works.

Handling Price Objections

Roxy: So what happens if someone says, “You’re out of our budget”?

Katie: Most people freeze or fold — but it’s rarely about price. It’s about understanding.

You can reply, “I completely understand. Sometimes couples compare a full-day package to someone else’s half-day, so it’s easy to get mixed up.” That opens the conversation.

And if they genuinely can’t afford it, you can still say, “I completely understand — if anything changes or you’d like me to recommend someone within your range, I’d love to help.”

That keeps the relationship professional, kind, and open.

Closing Thoughts

Roxy: So, to wrap this up — if you’re not booking as many weddings as you’d like, don’t automatically assume you’re too expensive.

Look at your value gap. Are you showing the emotion behind what you do? Are you matching your presentation to your price? Are you speaking with confidence?

When those things align, your value and your price match — and sales get easier.

Katie: You’ll attract better clients, feel more confident, and stop second-guessing every quote you send.

If this episode hit home, please subscribe, leave a 5-star review, or share it with another wedding supplier who might need to hear it.

Roxy: And don’t forget to hit follow so you never miss an episode. Bye guys!

Katie: Bye!