Why do they ask “How much…?”
They don’t know what else to ask
Price questions are buying signals and opportunities
How many buying signals happened before you got the inquiry?
How many others are there in your market and category who never got this same inquiry?
88% of WeddingWire couples want to see pricing information before they reach out to you.
4 ways to handle price in email, on your website & marketing tell them
4 ways to handle price in email, on your website & marketing tell them
don’t tell them
4 ways to handle price in email, on your website & marketing tell them
don’t tell them
star.ng price
4 ways to handle price in email, on your website & marketing tell them
don’t tell them
star.ng price
price range
Tell them WHY, not just WHAT
Make a bullet point list of outcomes, not services
When you choose Sonny’s Video for your wedding you’ll always get: • A living, moving memory of your wedding day • The sights and sounds that made your wedding day special • A legacy to share with generations to come
When you choose Tim’s Band (or DJ) for your wedding you’ll always get:
• A packed dance floor • Happy guests with tired feet • Ear to ear smiles from the fun you’re all having
When you choose Lee’s Floral Decorators for your wedding flowers, you’ll always have: • Someone who’ll listen to your ideas and bring them to life • Colors, sights and fragrances that bring a multi-‐sensory experience to your wedding • Designs that enhances your theme and décor • A bouquet that’s the supporting cast in your wedding production… you’re the star • Oh yeah, and of course you'll have beautiful flowers, artfully arranged by expert designers
Come to Wedding Gowns by Kate and you’ll experience: • Friendly design consultants -‐ we love helping you find the right dress • A relaxed atmosphere -‐ it's stressful enough, you don’t need more • Lots of dresses from many great designers – don’t worry, we’ll help you find the right dress • In-‐house seamstresses who won’t be happy with the fit, until you are
Your brand is defined by the words your customers use
Make a bullet point list of testimonials & reviews
What can you expect when you choose Jeff’s Catering for your wedding?:
• “My guests were still raving about the food weeks after our wedding” -‐ Debbie and Steve, Chicago, IL • “After attending several weddings at Jeff’s we just knew we had to have our wedding there” -‐ Phillip and Tom, Schaumburg, IL
• “We couldn’t have been happier with the staff at Jeff’s. Everyone was so helpful and our wedding was just perfect.” -‐ Sasha and Eric, Milwaukee, WI
Many price challenges are self-‐inflicted
Sometimes you: • Use too many industry terms • Assume that they know more than they do • Want to be ambiguous • Are left-‐brained and they’re right-‐brained (or vice versa)
Choose to be the easier solution
Have better packages and pricing info © 2014 AlanBerg.com • Le6 of Center Mktg. & Pub. LLC
23
Avoid pricing problems before they arise
Have 3 packages 1. Low (off season/date) 2. Most popular 3. Aspirational
Responding to the “How much do you charge?” inquiry
Say “Thank You”
“I don’t want you to pay any more than you have to, to get everything you need and want for your ______ ”
Bride: Hello! Could you send me prices for official wedding ceremonies, please! Answer: “Thanks so much for inquiring about having your ceremony with us on La Barcaza. Absolutely I want to give you a price, but I don’t want you to pay for things you don’t want or need, so if it’s OK, I’ll just ask a few questions and then I can get the right quote for you. First let’s make sure we’re available for your wedding. Do you have a particular date in mind?”
Discounting vs. Negotiating
Give a discount… get something in return
They won’t know your best price until you say “No” to a lower one
Don’t be offended if they ask for a lower price… You don’t have to say YES
Don’t negotiate against yourself
Negotiate like you don’t need their business, even when you do
Thanks for listening
FlashMob #WWWorld @alanberg
See Alan in Education Alley to get his books & Audio CDs and to have him review your website