Platinum Profits: Sell from the Top to Increase Your Bottom Line

presented by:

Alan Berg CSP Global Speaking Fellow

PLATINUM PROFITS

SELL FROM THE TOP TO INCREASE YOUR BOTTOM LINE © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA

Transformers – Convert Lookers Into Buyers

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA

Transformers – Convert Lookers Into Buyers

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU @WeddingMBA #WeDoWMBA

Caterers

Venues DĂŠcor

Officiants

Favors

Cakes

Videographers

Caterers

Venues

DĂŠcor Transportation Officiants Cakes Photographers Dress Shops Favors

Videographers

Favors

Lighting

Caterers Venues Photo Booth DĂŠcor Transportation Officiants Cakes Flowers Photographers Dress Shops Videographers

Lighting

Caterers Venues Gobos Photo Booth DJs DĂŠcor Transportation Officiants Wedding Planners Cakes Flowers Photographers Dress Shops Bands Invitations Favors Videographers Event Rentals

Caterers Venues Photo Booth DJs DĂŠcor Transportation Officiants Cakes Wedding Planners Flowers Photographers Dress Shops Bands Invitations Favors Videographers Event Rentals

Lighting

CHOICES

Platinum Profits: Sell From The Top To Increase Your Profits

Consumers like choice 2018AlanBerg.com AlanBerg.com •• Wedding Business Solutions LLC ©©2018 LLC

@AlanBerg @WeddingWireEDU #WeddingMBA@AlanBerg #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

We want to see all of the choices 2018AlanBerg.com AlanBerg.com •• Wedding Business Solutions LLC ©©2018 LLC

@AlanBerg @WeddingWireEDU #WeddingMBA@AlanBerg #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

More choice The Paradox of Choice: isn’t When More Isn’t Better always better 2018AlanBerg.com AlanBerg.com •• Wedding Business Solutions LLC ©©2018 LLC

@AlanBerg @WeddingWireEDU #WeddingMBA@AlanBerg #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

More choice isn’t always better 2018AlanBerg.com AlanBerg.com •• Wedding Business Solutions LLC ©©2018 LLC

@AlanBerg @WeddingWireEDU #WeddingMBA@AlanBerg #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

More choices isn’t always better

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

[ [

[

1 2

[ [

4 5

3

More choices isn't always better

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

We always choose from the options presented to us © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

It’s your job to reduce their choices © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Avoid Decision Paralysis © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

3 ways to earn more: 1.more volume 2.higher avg. sale 3.both © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Time is your most limited resource

• selling • planning • emailing • family • eating • sleeping © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Top Down Selling: Same (or less) volume Higher avg. sale

+

= More profit © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

When Do You Have Pricing Power? © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Pricing Power

low supply high demand

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Can you raise your prices now? © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

How many customers would have paid more? $50? $100? $200? $500?

2018AlanBerg.com AlanBerg.com •• Wedding Business Solutions LLC ©©2018 LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Do you have a brand?

Do they want your service from someone, or do they want it from YOU? © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

You have pricing power when they want YOU © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Opportunity Cost: “the loss of potential gain from other alternatives when one alternative is chosen.” © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Opportunity Cost: the money you could have made... but you didn’t! © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

2 pies for $1

X 500 X 365= $182,500/yr.

IF they ask you © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

What’s your opportunity cost?

Platinum Profits: Sell From The Top ToDallas Increase Your Profits ClubCorp Training Day

How much money are you leaving on the table?

2018AlanBerg.com AlanBerg.com •• Wedding Business Solutions LLC ©©2018 LLC

@AlanBerg @WeddingWireEDU #WeddingMBA@AlanBerg #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

How are your your upsell sales skills? © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

If you’ve decided to offer certain services/products, it’s your job to sell them © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

If you don’t ask… the answer is always NO! © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Show them the options…

…let them decide © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Top Down Selling by…

Platinum Profits: Sell From The Top To Increase Your Profits

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Don’t Oversell Don’t Undersell © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Don’t sell what you would buy © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Don’t sell with your wallet © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Help Them Buy © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Mixology is Top Down Selling © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

PACKAGES vs.

A-LA-CARTE © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Packages vs. A-la-carte

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Prix fixe menus are packages

K C A

E G A

P

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Prix fixe menus are packages

E G $690 if you choose all of A the supplemental items K C A P

Even at higher prices

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Packages vs. A-la-carte 2018

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Packages vs. A-la-carte

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Packages vs. A-la-carte

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Packages vs. A-la-carte

K C A

E G A

P

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Packages vs. A-la-carte

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Packages vs. A-la-carte

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Packages vs. A-la-carte

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“…although Àla Carte pricing provides the most information, couples actually rated it as less informative than pricing packages.”

WeddingWire WedInsights Vol. 6 © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Sell the value, not the price © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

It should always be a better value to buy more © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

It’s not what you say, it’s how you say it!

= 25% off or less

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

It’s not what you say…

= 25% off = 1/3 more = a free tire © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Show them the value

E G A

K All you can eat buffets C A P © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Show them the value

K C A

E G A

P

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

LET’S TALK ABOUT PRICING © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA

Platinum Profits: Sell From The Top To Increase Your Profits

I love price inquiries © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Who makes price inquiries? © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

BUYERS! © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Asking about price is a strong buying signal © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Asking for a lower price is a stronger buying signal © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“88% of couples want to see pricing before even reaching out to contact a vendor” WedInsights Volume 6

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

4 ways to handle price in email, on your website & marketing

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

4 ways to handle price in email, on your website & marketing

1.Tell Them

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Thanks for asking. ___________ would be a great addition to your wedding. Our price for __________ is only $XX. (and then ask one, low-commitment question) © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Thanks for asking. A Photo Booth would be a great addition to your wedding. Our price for a photobooth is only $XX. (and then ask one, low-commitment question) © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Thanks for asking. A Photo Booth would be a great addition to your wedding. Our price for a photobooth is only $XX. Will you want it open for your entire reception?” © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

or, ask for the sale…

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Thanks for asking. A Photo Booth would be a great addition to your wedding. Our price for a photobooth is only $XX. Would you like me to reserve it for your wedding day?” © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

4 ways to handle price in email, on your website & marketing

1.Tell Them 2.Don’t Tell Them

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“I’d love to give you our pricing, I want to make sure that I don’t leave out anything that’s important to you, or charge you for anything you don’t need.

And then ask one, low-commitment question. © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“I’d love to give you our pricing, I want to make sure that I don’t leave out anything that’s important to you, or charge you for anything you don’t need.

Have you you reserved your venue yet, and if so, which one?” © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“I’d love to give you our pricing, I want to make sure that I don’t leave out anything that’s important to you, or charge you for anything you don’t need.

Will you be having both your ceremony and reception here?” © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

4 ways to handle price in email, on your website & marketing

1.Tell Them 2.Don’t Tell Them 3.Starting Price © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Starting at…”

The first number they see is the one they expect to pay © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Thanks for asking. We’d love to help you have the most amazing wedding. Our wedding video prices start at $X and go up depending upon which package or services you need.

And then… ask one, low-commitment question © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Thanks for asking. We’d love to help you have the most amazing wedding. Our wedding video prices start at $X and go up depending upon which package or services you need.

Were you looking to have us capture both you and your partner getting ready?” © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Thanks for asking. We’d love to help you have the most amazing wedding. Our wedding video prices start at $X and go up depending upon which package or services you need.

Where will you be having your ceremony and reception?” © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

4 ways to handle price in email, on your website & marketing

1.Tell Them 2.Don’t Tell Them 3.Starting Price 4.Price Range © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Thanks for asking. We’d love to help you have the most amazing wedding.

Our wedding DJ prices range from $X to $XX, depending upon which package or services you need.

And then… ask one, low-commitment question © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Thanks for asking. We’d love to help you have the most amazing wedding.

Our wedding DJ prices range from $X to $XX, depending upon which package or services you need.

Will you be having both your ceremony and reception at the same venue?” © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Thanks for asking. We’d love to help you have the most amazing wedding.

Our wedding DJ prices range from $X to $XX, depending upon which package or services you need.

Does that sound like it will work with your budget?” © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Acknowledge that they’ve asked about price © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Don’t assume that they can’t afford you because they asked about price © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Don’t assume they want your lowest package/ service because they asked about price © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Give them some idea of your pricing, before asking their budget © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Don’t lead with only your lowest price (Top Down Selling) © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Don’t be afraid to talk about price… … you’re communicating with buyers! © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Having 3 options: 1.Good 2.Most popular/Best value 3.Best © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

The Center Stage Effect “Consumers believe that options placed in the center of a simultaneously presented array are the most popular.”

Journal of Consumer Psychology © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

The Center Stage Effect

More people buy the stuff in the middle

Journal of Consumer Psychology © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

What’s a basic wedding/package? © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Can you have only one, all-inclusive package? © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

How does Top Down Selling Work? © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“Consumers rarely make a buying decision at a low price point and then decide to spend more money when additional information is provided.”

Doug Holman © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

It’s harder to sell them more once they’ve already bought! © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Assume the higher sale

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Assume the higher sale © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Assuming the higher sale in India © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Higher average sale = Higher Profits for you © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“...no one is ever offended by being shown the absolute best that you have to offer…”

Lee Distad – Why Top-Down Selling is Crucial To Your Profits © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

“You miss 100% of the shots you don’t take” Wayne Gretzky

© 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

What are you going to change? © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Thank you!

Get Alan’s monthly articles: www.ConnectWithAlanBerg.com © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Platinum Profits: Sell From The Top To Increase Your Profits

Social Moment @AlanBerg @WeddingWireEDU @WeddingMBA © 2018 AlanBerg.com • Wedding Business Solutions LLC

@AlanBerg @WeddingWireEDU #WeddingMBA #WeDoWMBA

Visit Alan’s website to get his books and to find out about his in-store training and website reviews www.AlanBerg.com or email Alan@AlanBerg.com call/text 732.422.6362