I’d like to answer Mr. Mark Moore from yesterday’s Venting post.
He asked how we can re-educate potential clients with “Champagne” tastes on a “Pepsi” budget (love this example Mark).
Before I answer this question, I’d like to state a few very obvious points:
- Entertaining is a luxury. If you really think about it, no one truly needs to give a party. In fact, most folks in the world hardly ever entertain.
- I am extremely grateful for those many folks who actually want to entertain. Based on my experience and our times, that number keeps increasing every year.
- If those clients have a great deal of money, I can safely say they became rich by being very savvy and careful about how they spend it.
- Most people (including myself) always like a good “sale.”
- Most clients truly do not know what things cost.
Once we take all that in, here are four suggestions on how to educate a potential new client:
- The best way to do this is by giving them choices. The trick is to always make ALL the choices exciting.
- Most clients (including myself) would pay a bit more for something they truly love and feel like they must have.
- Always discuss cost in person. Always (and I mean always) have a very clear explanation of what you are charging and why. For example, break down materials, labor, etc. I find that if a client understands your pricing system, most of them are fair enough to pay.
- Selling is an art. We need to be truthful in a very gentle way about telling our clients they cannot afford certain things. However, always offer them a different choice or alternative that can be equally exciting as their first choice.
It is human nature to want the very best of everything, so it’s up to us to manage our clients’ expectations
Just remember: You are not going to get every client you interview. However, if you get 5 out of 10, you are probably doing a great job as a sales person–you just need to keep fine tuning your process.
Would you pay more for something you love, even if you could hardly afford it? How do you deal with “cheap” potential clients? If you were the client, do you think you’d also expect “more” for “less”?
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George Bernard Shaw once said: “You see things and say, ‘Why?’ But I dream things that never were and say, ‘Why not?’” That quote embodies how Preston Bailey approaches every event.
Orlando wedding photographer
January 4, 2011
I would have to agree and no wedding category seems to be exempt. The digital era and internet information base with much of it FREE has had a big part in it. I have also found that pricing and discounts do not count as much as one would think as compared to the quality of work, reputation and trust.
Rashidah Mat Zin
January 4, 2011
There are few standard questions that we are able to employ in order to study our potential clients. Nevertheless, we Malaysians liken this type of clients to wanting a Mercedes at a Proton (local car) price. Of course, we give them a reasonably long list of options, one of them of course would suit their budgets – however, when it comes to wedding, every bride/groom always think they are special and deserve the best. And I always think that they deserve THIER best.
This is among the best reading so far … keep up the good work Mr Bailey. Thank you.
Veronica
January 4, 2011
First of all thank you for sharing your experience with us.
Second I understand talking per person according to catering and banqueting but what about everything else? Floral arrangements, set up and shows? Probably my English is not perfect and I didn’t understand de explication.
Erica Goldsmith (Couture Events)
January 6, 2011
Love this! Thank you for posting this topic. I run into this ALL THE TIME- with almost every wedding couple I work with. I sit down and go through their budget with them, figure out what is important TO THEM and how to manage their budget so that they can get the things they absolutely love and cut back on some of the rest without sacrificing on the quality or experience of the event. A little laugh, with them of course, always helps too when discussing something like “the money”.
Savannah (Pearls and Pages)
January 7, 2011
Another great post, Preston!
Selling is definitely an art and if a client can’t afford, or simply doesn’t want to pay for, something that is out of their price range, then offering an equally exciting alternative that is in their price range is a great idea.
I do think humans, in general, always want more for less, and quite possibly more so in the entertainment and event design business. In event design you work with various vendors and in different areas (flowers, catering, lighting, etc.) and usually someone always “knows a guy” and may try to shrink the invoice by using one of “their guys” for something (say the flowers, the linens, etc.) in the planning to make things cheaper in the long run for them (which usually can mean more headaches for the planner).
Although, since so many of us love a good sale and probably want more for less, though not all of us may expect it, I can understand clients who may want to cut corners or who may want to dicker down the deal. Laying out your costs, your reasons, and assuring them that they truly get what they pay for, are great ideas. I always think, “You don’t walk into a grocery or department store and negotiate a price…so why with me?” Perhaps it’s the service industry and the one-on-one client meetings….
But cost is cost and as long as you’re open and honest and both parties are receptive to what things cost, in the end I think the client and designer can agree to a design that fits the taste and the budget. Of course, you can’t win every client, and I’m sure most, as you recently posted, turn you down, despite a great connection, due to the cost.
Have a great weekend, Preston, and everyone that frequents this fabulous blog!
Cheers from Berlin!
-Savannah (Pearls and Pages)
The French Bouquet: A brilliant and inspiring French florist and client of mine!!
http://www.thefrenchbouquettulsa.com/blog
Oye
January 17, 2011
I would agree with all your statement about and I think it’s up to each of us to sell and market our service. I use a term “Perceived Value” and I believe that’s what makes the sale. If a client can perceive the value, they will be willing to pay the right price even when on Pepsi budget. I think showing value with options within the clients price can make the sale. You may end up loosing the client if not done well but trying to convince them of other options works much better. Florist can suggest cheaper flowers to clients. At the end of the day, convincing the client and finding ways to have them perceive your value will make the sale. Affording you is a different story.