“What’s your price?” is likely the most frequently asked, AND annoying question, posed to a wedding business. As marketers, we know the reason brides ask it, is because they don’t know what else to ask.
OK… fair enough… but how about breaking down expectations geared around ‘the average price of (fill in your category of business, here)’.
Averages work in many situations… Not in the wedding industry. National or regional averages don’t mean anything. Manhattan is not Mississippi. Montana is not Montpelier.
And, within any given local market, there are variations by zip code.
But the most important variance from average is the distinctive qualities of your business.
There is nothing wrong with being an average business, and commanding an average price in your market. There is, though, something wrong with being an exceptional business, and failing to make the case for the above-average value of your service.
The challenge, when selling directly to brides, is this:
You have to make the case for excellence and value, with every prospect.
That being said, you should be pretty good at it, by now.
Are you? If not, what are you going to do about it?
Andy Ebon
Wedding Marketing Expert
The Wedding Marketing Blog
One of the most common reasons for exhibitor failure is beginning follow up with brides, after the show.
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