Because they think it has more value. (Image via Virytum)
Here goes my petty venting of the day: I am sick and tired of hearing, “Preston, if we had the budgets you have, we’d all be successful.” News flash folks. You forget a couple of things:
- The richer the clients, the more they understand about getting a good value and good deals.
- I started by designing a $25 floral arrangement, and still trying to give it good value.
So, the issue is: How do we add value to what we sell so clients feel like they must go with us even if someone else is cheaper? For me, this is always a work in progress.
These are a list of 10 questions I constantly ask myself about creating value:
1. What do you bring to the table that is uniquely yours? Make no mistake. Aside from prices, clients only work with folks they like. I have been told many times that I have an easy, comforting vibe. This is not something I “put on,” this is who I am (except when I am installing a job or someone pisses me off for being rude.)
2. How do you show your talent to your clients without sounding like a bragging ass? It’s not enough just to say you have talent. Even though it’s more work, I show my clients instead of tell them. I mostly try do this by giving my clients three different designs, instead of just one. Not to mention most clients will more readily pay for something they have chosen.
3. How can I create a lasting impression with my services? Let’s keep this one simple. Here’s one good way to givie good service. Always, and I mean always, return calls or emails within three minutes of receiving them.
4. How can I create a product my clients “must have”? This one involves a lot of trial and error. That is why I like the method of three different choices for design. Most likely, they’ll see something they “must have” in their event.
5. How do I make it a fun experience for my clients? My good friend Marcy Blum is an expert at this. Because she is naturally funny, she constantly has her clients laughing. Create your own idea of showing your clients a good time. (As long as it’s legal…just kidding of course.)
If you are not clear about your services, neither will your potential clients
6. What’s the perception of your brand? Do clients think they can get a bargain from you or that you are too expensive? I have a great deal of experience with this one, of course. Most people hesitate to call me because they think I am way out of their price range. Sometimes they are right, but in most cases is my job to show them the old saying is true: “You get what you pay for.”
7. What’s your pitch? Can you explain your services in three sentences? If you are not clear about your services, neither will your potential clients. I have visited many websites, and walked away with a headache without knowing exactly what they do. Keep it simple folks.
8. Is your tone confident? Do you sometimes sound too desperate to get the job? I have made this mistake many times when I am excited about creating a specific job. Most times, the client senses this and wants it for a bargain.
9. What’s your follow up process? Should you call your clients more than once if you don’t hear from them? Within reason, yes. There is nothing wrong with showing your clients you are interested. In fact, after most initial meetings, I always make it a point to say, “I would love to work with you, is it okay, if I follow up?”
10. Last but not least, are you doing a great job? I have made terrible mistakes in the past that have taken a lot of time and effort to repair. Living in New York, you are just as good as your last job so try keeping the mistakes to a minimum. On Thursday’s Common Mistakes, I’ll be addressing my 10 all time biggest mistakes.
If you want to make lots of money, you just need to add lots of value to your business. Adding value is not a formula, it’s more of a destination. If you are having difficulties with in any of the above, please ask your question in the comments and I’ll answer directly by email.
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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.
Aleah + Nick Valley
February 21, 2011
Another fantastic read, Preston. As always, your post is so honest and informative. We understand and see that most often our clients with larger budgets are the ones who understand the realm of what we do and know our value. However, with the new year has come a new challenge that we are seeing for the first time in almost 8 years in business. With new branding and some fantastic awards {we’re so grateful} we are seeing that some prospects feel {without any real reason} that we are too expensive off the bat, which is not the case. How have you bridged this in the past while growing your business and targeting the clients that you want while keeping consistent with the Preston Bailey brand?
Thank you for your continued insight.
Trendee Flowers
February 21, 2011
Thank you for sharing your detailed thoughts on how you overcome some of these daily obstacles in this business.
My challenge this years with our brides (clients )- everything on a budget. We offer many different options , but they don’t have the budget , so they look elsewhere. We want to be flexible but not FREE. As well as creating something unique .
Gary Cooper
February 21, 2011
Great post and so right
Daisy
February 21, 2011
I love what I do! Sometimes I run into a client who want me to dumb down my prices or figure in unreasonable ways to make a deal. Every job I get I put my all into it from start to finish. I have a cupcake service and as you may notice everybody believes because a small decadent dessert that it’s very simple to do. There for They would rather go to a supermarket, or a bulk food chain to avoid cost. Sometimes I get so frustrated. Than you for letting me vent
The article is was very helpful! I’ll add this to my PB bible 
.
Love&Peace
Sonia
February 21, 2011
Mr. Bailey, thank you for this wonderful post. Thank you for being so interested in the success of others and thank you for being so dilligent in passing on your knowledge. I believe the problem of low budgets with high tastes is here to stay. I know for sure that I can be very successful in spite of not having the “budgets you have”. You put it this way:”The universe is very generous”. I say, God is very generous and faithful to reward my dilligence. I just have to incorporate the lessons I am learning and be patient. Thank you once again.
Natalie Diener
February 21, 2011
As always, an insightful read! It’s so difficult, too, as a service based business (planner/coordinator) to add value. Since all I’m selling is my time and experience, EVERYTHING is based on my relationship to the client. I feel it would be easier to sell value if I had something concrete (photo albums, flower, cake) to assign costs to. Otherwise, it’s a matter of asking the clients how valuable they think my TIME is… a pretty difficult question!
Lynn
February 21, 2011
Fantastic column. So helpful. I recently just received a somewhat poor review on Wedding Wire (seven months after the event), and am so utterly confused about what upset the bride. I sent her an e-mail immediately, in a very conciliatory tone, letting her know that I wasn’t attempting to negate her comments, but would greatly appreciate any clarification she could provide because it truly surprised me (during the event, everyone seemed very happy). Still no word, so I’m just focusing on providing great service and continuing to get great reviews from other clients. But I look forward greatly to reading about your efforts in repairing the mistakes you mention. Thank you so much Preston for this truly inspiring column!
Chuck Williams
February 21, 2011
Copied, Printed, Added to my dry erase board. Awesome, no matter what industry you are in.
Corrine O'Neill @ Buds and Blooms
February 21, 2011
Great post I’m finally starting to figure out how to sell my work without sounding desperate and I’m beginning to find clients who don’t balk at my prices (which I know to be very reasonable for the amount of time, effort and skill that goes into each of my pieces).
However, the vast majority of my product inquiries at the moment are brides on very tight budgets but with very haute couture style. While I offer them alternatives within their budgets; the almost always go with a less expensive vendor (although I do agree with you, you get what you pay for).
How do I find brides who are willing and able to pay for high quality work?
Valerie
February 22, 2011
Thank you again for sharing such great information with us!!
Heather van Breda
February 22, 2011
Always enjoy, and get a lot out of, your posts, Preston. Thank you.
I love number 5, how to make it fun for your client; I want to explore that one with my own business, I haven’t really thought of it in that way before.
marcy blum
February 22, 2011
as someone who was there, if not from the beginning, then certainly a long time ago, I can certainly attest to the fact that the process of getting clients to spend money wiht your designs wasnt magical but a looonnnggg evolution! The truth is, and I tell people this all the time who make the comment “with his budgets blah, blah,…” that you created a specific look that many people who could afford it, just HAVE to have-because they really cant get it elsewhere, thats where the genius comes in
INGRID
February 22, 2011
I concur with everything stated, all issues were true to the core. In addition, I wish to state for my Event Design business we are following these principles of success: comprehending our purpose, choosing YOU as a pattern, consistent in our preparation, committed to our partnership with GOD, constant in our performance and lastly, celebrating OUR promotion with each new event.
Debbie's Bloomers
February 22, 2011
Let me preface by saying that I am a florist and focus on the wedding work at our shop. In regards to #4, do you suggest asking brides to pay for centerpiece samples. I would love to create different looks for them to choose from but I’m not sure if we should charge for this service. Additionally, when do you suggest offering to do this, after they’ve signed a contract with you? I don’t want them to see our work then trying to get someone else to copy it for less but I understand that brides want to know what they are getting before spending their money.
Angela Proffitt
February 23, 2011
Thank you so much for the wonderful post! The apple mouse does so much more and it is a better value!! Great comparison!
ofdconsulting
February 26, 2011
Great post Preston- I particularly enjoyed #8 regarding confidence. I can’t tell you how many people I run into who are quick to panic around budget brides. Instead of confidently sharing their value, they’re dropping their prices. Will definitely be sharing this with others.
J'Maica Roxanne
January 24, 2012
Great advice as usual! I know I’m a little tardy in reading this post, but number 7 on the list really stood out for me. I spent a lot of time thinking about and strategically choosing the verbiage that went into my website so as not to confuse potential clients about what exactly I’m offering in terms of service. What recommendations do you have for taking the information from my website and condensing it to three key sentences that sum up my business as a whole?
Best,
J’Maica Thomas