Today’s venting post is in response to one of you, my lovely readers, who wrote in asking for my help with brides who want a price quote before they’ll agree to meet with a vendor. We vendors typically prefer to meet with a potential client before quoting any prices. The reader who wrote to me said that she had tried sending these brides a polite reply inviting them to come in for a consultation, but she’s found that they rarely respond.
Before I tackle a solution, let’s consider the two sides to this issue:
On the one hand, there are the brides, who don’t want to waste your time or theirs by meeting if your services are beyond what they want to spend on their wedding.
On the other hand, there’s us, the vendors, who we want the opportunity to present our services to brides before naming a price. After all, we might be able to accommodate a potential client’s wedding budget and still make a sale. But we can’t know that unless we have a face-to-face meeting.
So considering both where we’re coming from and where budget-conscious brides are coming from, I suggest that instead of insisting on an in-person meeting, insist on at least a phone call before quoting any estimates. This will allow you to accomplish three important things:
1. You’ll be able to determine if this really is a potential client and not just a shopper.
2. You’ll be better informed.
3. You could end up with a new client. Assuming, that is, you ask the right questions and make a positive impression over the phone. (Tomorrow’s I’ll describe how to achieve this.)
Even after all these years, I still resent creating endless proposals before I know whether or not I’m going to get a job. However, it’s understandable that potential clients are concerned about cost and want to find out first and foremost if they can truly afford us. It’s not a good idea to quote a specific amount until after you have all of the event details. Instead, provide several price ranges. One note of caution, however: when you give a bride ranges, make sure you can stand by your lowest numbers, because most of the time, clients only remember the lowest number.
Now, a few questions for you:
Do you spend a considerable amount of time and effort drafting proposals? For ever 10 proposals you send out, how many of those jobs do you get? Do you list your prices on your website? Why or why not?
Please share your answers in the comments.
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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.
Romantic Travel Belize
April 18, 2011
When answering a query, the client seldom sends much information. And considering I am in Belize, a face to face is only an option after they’ve ‘bought’. I have learned that i get the best response to my proposal when i include a sample itinerary (all proprietary details withheld) and let them know what that clients budget was. I find seeing something tangible really helps me to engage the client and remove the entire thing from the theoretical, and places it squarely in their mind as “Possible for Me”.
Jason Hatch
April 18, 2011
Great post once again and terrific advice. As a Wedding Entertainer I have an understanding of the range of services I may be asked to provide. As a business person I have a complete understanding of what I need in order to keep my business profitable, a “bare minimum” at which I am willing to surrender a weekend day. To solve the meeting before quoting I have established a threshold price. It’s not the least amount of money I am willing to accept but it doesn’t anticipate that a Bride and Groom are going to require every bell and whistle I have at my disposal. This “threshold price” appears on my website. This price is generally within a few hundred dollars either way of what a client has in mind once they have decided that my services fit into their budget.
Interestingly enough the overall affect of putting my threshold pricing on my website has been a significant increase in my closing ratio. Prior to supplying advance pricing information out of 10 proposals I might have closed 2 jobs. Since applying this strategy it’s flipped and out of the 10 who already make the decision that they “can” afford the services 8 make a commitment! 80%!!! What a difference!
I can also say that the best side effect has been the preservation of my time. I do not have to spend any energy to “educate” my potential customers regarding the value of the service I provide. They have already made a decision regarding the price/value comparison during the investigation phase and are coming in to learn more about what distinguishes me from my competition. It has allowed me to do more listening and far less selling, resulting in better working relationships where both the clients and I have a deeper understanding of what we expect from one another throughout the planning process and right up until the wedding day!
Rosalba (Rose's Flowers & Gifts)
April 18, 2011
thank you Preston!! This is one of my biggest complaints-I get emails saying “I’m getting married and want to know how much a bride’s bouquet is” and that’s it!! so frustrating-it’s like asking how much is a skirt or how much is a house-it depends on A LOT of factors….I find that people that refuse to meet with me or even talk via email or phone are probably not clients I want anyway-they are shopping around for the cheapest and use that as their only criteria when choosing vendors and, therefore, not the one for me.
I don’t give prices out on line because my work is customized to each client and their desires and budget-there are just too many variables to even start doing that.
Thank you again for always sharing your experiences-it means so much:)
Angela
April 18, 2011
I actually would not prepare an invoice without first speaking with the client. I always have to feel comfortable with the person and also have a sense of the client’s taste and expectation. Of course certain questions asked usually help place a client in one of the three categories- low, medium or high end client. That helps guide my costing. I usually cannot afford to do a one on one consultation all the time as most of my clients are based outside the country but are required to get married in their country of origin. So majority of planning has to be done via emails, Skype, bb chats etc
Occasions 2 Remember
April 18, 2011
Great topic and excellent advice (as always)! During the initial consultation, I explain my pricing model. I show them pictures and story boards from previous events to demonstrate our capabilities. I also provide them with a cost range associated with the previous events. I let them know I will prepare a customized proposal after a contract is signed. I’m sure I have lost a few potential clients with this strategy but it saves me time in the end of preparing countless proposals for clients that have no intention of hiring us; only to use my proposal to shop around to other Planners/Designers for a better price!
LaToya
April 18, 2011
A few planner colleagues and I have noticed that some of these inquiries are also other planners attempting to set their prices by finding out their competition’s prices.
Sue
April 18, 2011
Thank you Preston for answering my question. I appreciate all your advice. I know that this is a big concern for many event designers and florists alike. I’ve stuck to my guns and continue to invite potential clients into the studio for a personalized consultation. I know that those just looking for a price without learning more about us and how we can help them, really isn’t the client for us. I look forward to your post tomorrow on how to make a positive impression over the telephone.
Since no two weddings are ever alike, we don’t have a set price line, therefore, we do not offer prices on line. All of our work is custom created with each individual clients needs personal tastes and most importanly budget in mind. Once I have them in the studio, I usually do book about 75% to 80% of all consultations. I do find the consultations to be time consuming, but totally feel that the time is worth all the effort. Clients are able to get a better understanding of what sets us apart from our competition, and how we truely can assist them with creating an unforgettable event.
Thanks again Preston
Jennifer Ward
April 18, 2011
I often come across the same scenario as ROSABLA. When I receive an email saying, “I was wondering how much you charge for invitations?” I politely tell them that because we are a custom design studio, there are various options that can affect pricing and that we like to work around a bride’s budget. I also let them know that I’d be happy to sit down with them to discuss the vision they have for their event and hopefully come up with a design that is a part of their vision and meets their budget.
Nicole Samolis, CSEP
April 19, 2011
We’ve also found success with posting ranges for our bridal clients to give them a sense of what our fees could be. This has had twofold results, one it vets out the bride who can’t afford us and other planners are matching their fees to ours, without the support team that we have. This makes us the best value…
Emilie
April 19, 2011
I have found that I don’t need proposals anymore – I go right from the meeting to the contract. My clients seem to be confident in what I am offering them after our complimentary consultation and are usually ready to book right then and there
Debra Biagini
April 19, 2011
Even in Italy I go through this all the time for all of the same reasons that I have heard here. My question is: How can we in this industry help potential customer understand, learn about how we work? I’m looking for ways to educate customers in general.
Debra
sharleytoo
April 19, 2011
When I first started out in the business I used to publicise my prices on line and all the calls & enquiries that came through were happy as they already knew my prices.. However as time went by I removed them as I realised that not everything fit into my price structure and I needed to flex my pricing according the clients requirements. Now when talking to a client or e-mailing I just quote a range or starting prices..!
Maria Kirk
April 21, 2011
Great advice as always. I try to not quote any figures until after meeting with the client as how can you possibly give a fee when you don’t know what they want?
saundra hadley
April 25, 2011
Great blog post.
I always suggest that when you don’t have a lot of information for an event, then shoot out a higher estimated price (like if you are at a networking event and someone is asking you).
That way you can cover your bases and potentially come in lower.