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
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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
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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
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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
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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