I am in awe at the amount of talent that has developed in the event industry in the past few years.
There are lots of original and inventive designers, photographers, bands, planners, not to mention the catering industry with its amazing food and presentation.
I made the mistake a few years ago of believing my work was so original that I’d have clients knocking down my door, and for a while they did.
However, in the past few years I learned a very humbling lesson. In order to get clients in today’s market, we need to learn to add value to what we are selling.
We need to ask two simple questions:
1. Are your products and services different and original?
2. If you think they are, can clients get something similar cheaper?
This should be at the core of every single sale we make. You need to convince your clients you are talented and unique. Yes, this is 50% of your sale.
You also need to make them feel like they cannot live without the design or service you offer and, here comes the tricky part, even if they can get it cheaper have them still go with you because they know they are getting a great value.
Adding value to what you are selling is essential. We’ll talk more about this on next Monday’s Venting post–10 basic rules to add value and get clients.
A lot of us are losing jobs because our clients are getting it cheaper form other vendors. Do you think a client should hire you because you are talented or because you are cheaper? In my humble experience, quality and talent is always more costly.
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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.
Anonymous
February 17, 2011
Cheaper in most cases is not better.. just a cliche. Commitment to quality of service.. quality products, attention to details, unique ideas that matches the clients persona/energy
Tish
February 17, 2011
It would be nice if Clients valued talent and quality over costs, but unfortunately, the word Cheap is embedded into their vocabulary so deeply that its hard to get them to understand that Cheap isn’t better ~ its just Cheap! Looking forward to Monday’s Venting post…
Michelle
February 17, 2011
I always say for all services – you pay for what you get and you get what you pay for. Cheaper is not always better! A client should hire you because they love your work, you are experienced and you always provide the best quality!
Olga Pikalova
February 17, 2011
WHAT WOULD YOU LIKE TO SAY?Cheap-not good! Talent is wonderful! And without talent can not be done cheaply beautiful!
Angela Girard
February 17, 2011
It seems there are two very distinct sides to the clientele…those with an abundance of money, and those without! I think a good business move is to offer varying price points to ensure you cater to as much of the industry as possible! For example: Dolce and Gabbana has D&G as well! For my services as an event planner, we offer principle planners (more experienced and more expensive) and associate planners (less experienced, less expensive).this means we are able to offer something to both the client looking for the best, and the client looking for a deal! We have a 95% close rate right now! And strict quality control over the associate planners ensures our reputation stays intact! My best advice: always adapt! Business is business!
Maureen
February 17, 2011
I just lost a wedding because she got 4 bids – mine was $8,200 (very deeply discounted because I reeeeaaally wanted that wedding in my portfolio. gorgeous…) another was $12,000, another was $14,000 and the 4th was $2,000
Bride provided specific photos of a VERY labor intensive design. I provided a specific bid including stem counts and guaranteed the number of boxes of flowers to be used.
The bride’s best friend is a wedding planner and says this is a big mistake. Advises her that this bid is “too good to be true” and that the delivered centerpiece will be a BIG disappointment, but she is taking the $2,000 bid anyway. No stem counts, no trial run.
I just don’t understand this bride’s thought process… And multiply that times 10 and you have my life right now…
Doric George
February 17, 2011
If you can enlighten people about what a catastrophic embarrassment things can be when put in the hands of lazy, minimally competent corner cutters and penny pinchers, tell them some real horror stories in an entertaining way, then make them feel comfortable with you and impress them with your unique and fascinating ideas, clients will want to spend as much as they can afford on your work. Unfortunately, in economic times like these, not only are parties a low priority, but many people are concerned about flaunting their good fortune in the presence of all the desperation.
Meta
February 17, 2011
I think I should be hired because I am both talented and cost effective. I try to design based on the client’s budget. If the client is price shopping and finds someone that can do it for less, i always encourage them to do so. I can’t have every client. I find that what satisfies some clients would not be acceptable for me. But everyone gets to choose, so let them, don’t fret. Get on with the next great design, because there will be a next one.
Entera
February 17, 2011
WHAT WOULD YOU LIKE TO SAY?
Has Mercedes dropped their prices? BMW? Have their sales suffered? I believe we should all strive to be the best, and when we achieve a high level of excellence our prices will reflect it and so will the mental capacity of our clients.
Wendy
February 17, 2011
You get what you pay for! My services are heads above others in my city and not too expensive. But, cheap always wins out over real value. Everyone wants something for nothing and your wedding is no time to be cheap.
Occasions 2 Remember
February 17, 2011
Value and expertise should be the determining factor a client should use. However, if the costs in the proposal exceed a clients budget, the client should ask if the Professional could modify the proposal and eliminate certain items before choosing a vendor because their cheaper.
Jean Neuhart
February 17, 2011
I agree that you get what you pay for. Also I believe that those who are cheaper are so for a reason – usually less experience, less training, as well as putting less time and cheaper materials into creating the final product. If a person’s budget doesn’t allow for the higher points, why not say so, instead of just picking someone based on price? I imagine most planners/designers can, and would be happy to, offer suggestions to stay within a lower budget. I’m currently working on a blog post about the top reasons to not use when hiring a wedding vendor, and this reason is definitely on the list.
Zyanya Itzel
February 17, 2011
Reminds me of one of your advices: “Not everyone is your client” Got to find clients that have also learned that cheap is not the best.
Susan Stalnaker
February 18, 2011
Preston,
If nothing else, I am glad you acknowlegded this from your realm. A lot of us little guys who do quality, custom work always wonder if our markets reflect the bigger picture.
During the past two and half years of a downside in the economy, we decided not to lower our prices; but instead we kept them the same. Rarely did we even “throw decor elements in.” Now we are raising our prices and no one is backing away.
Thanks for sharing wonderful words of wisdom in your blog.
Michele
February 18, 2011
I am talented. I have found that clients will hire me because they realize that I will do an amazing job on their wedding flowers.
Tahira Endean
February 18, 2011
First, thank you for being both amazing at what you do and realistic enough to know that no amount of “celebrity” or talent will be what every value driven client is looking for. Whether it is a centrepiece or another type of event product, or an entire program as we produce mainly, it is about finding the right fit between what is needed and what people will pay for. The challenge with live events is that it is easy to look pretty good on paper, the value proposition comes into play when things are not going 100% DURING your live event – from heat having flowers wilt to planes being rerouted and transportation being changed, to entertainment that is indeed appropriate for the group being selected. That is when the talent and professionalism show and when the value is shown. There is nothing more satisfying than providing a solution and showing what we really do – ensure every detail, 24.7 is taken care of. As professional service organizations it is hard to define value… until those solutions happen. I too look forward to your vent!
Maureen
February 18, 2011
Wow, I am blown away by all the wisdom here. Thank you Preston, and thank you to your wonderful community. This really is an incredible resource and encouragement. Cutting and pasting some of these comments and printing to put on the wall… ha ha