The Price is Right: Tips for Dealing with 'How Much?'

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Welcome to our webinar!

•Specifically for our lite members •Please ask questions throughout • Send questions to ‘Organizers and Panelists’ • We’ll answer questions at the end or follow up

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Share key takeaways:

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Leading wedding directory #1 for Reviews, #1 for Wedding Pros

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Engagement Season is coming!

Engagement Season = highest traffic of year on wedding planning websites

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Why do they ask “How much…?”

They don’t know what else to ask

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When they ask “How much…?”

It does not automatically mean: • • • •

they can’t afford it they want your bottom package/service they won’t spend more they’re price shopping

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Price questions are buying signals and opportunities © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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If they’re not asking you “How much?”…

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What do you want to hear when you’re

the customer? © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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4 ways to handle price on your website & marketing tell them

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4 ways to handle price on your website & marketing tell them

don’t tell them © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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4 ways to handle price on your website & marketing tell them

don’t tell them

starting price

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4 ways to handle price on your website & marketing tell them

don’t tell them

starting price

price range © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Tell them WHY, not just WHAT

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Make a bullet point list of outcomes, not services © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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When you choose Acme Band (or DJ) for your wedding you’ll always get:

• a packed dance floor • happy guests with tired feet

• ear to ear smiles from the fun you’re all having © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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When you choose Acme Floral Decorators for your wedding flowers, you’ll always have: • someone who’ll listen to your ideas and bring them to life • colors, sights and fragrances that bring a multi-sensory experience to your wedding

• designs that enhances your theme and décor • a bouquet that’s the supporting cast in your wedding production… you’re the star • oh yeah, and of course you'll have beautiful flowers, artfully arranged by expert designers © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Come to Acme Wedding Gowns and you’ll experience: • •

• •

friendly design consultants - we love helping you find the right dress a relaxed atmosphere - it's stressful enough, you don’t need more lots of dresses from many great designers – don’t worry, we’ll help you find the right dress in-house seamstresses who won’t be happy with the fit, until you are © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Your brand is

defined by the words your customers use © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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72% of consumers trust online reviews as much as personal recommendations WeddingWire Survey 2013 © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Make a bullet point list of testimonials & reviews © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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What can you expect when you choose Acme Catering for your wedding?

• “My guests were still raving about the food weeks after our wedding” - Debbie and Steve, Chicago, IL

• “After attending several weddings at Acme we just knew we had to have our wedding there” - Phillip and Tom, Schaumburg, IL

• “We couldn’t have been happier with the staff at Acme. Everyone was so helpful and our wedding was just perfect.”

- Sasha and Eric, Milwaukee, WI © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Choose to be the easier solution © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Have better packages and pricing info © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Have 3 packages 1. low (off season/date) 2. most popular 3. aspirational © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Help them buy!

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Discounting vs.

Negotiating © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Give a discount… get something in return © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Is that really the best price?

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They won’t know your best price until you say “No” to a lower one

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Don’t negotiate against yourself

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Negotiate like you don’t need their business, even when you do © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Top Questions

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“How do I deal with pricing comparisons to my competition?”

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“How can you change the conversation when a client’s first question is ‘how much’?” © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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“How do you address a client’s unrealistic budget?”

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“Is it better to have a standard price list or customized packages?”

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“How can I tell when it’s time to increase my prices?”

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Wrap Up

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Add Pricing Info to Your Storefront’s FAQ section

88% of WeddingWire couples want to see pricing info before they reach out to a vendor! © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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Premium Member benefit: monthly educational webinars!

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Don’t miss three days of EDU at WeddingWire World

Get the lowest ticket rate until 10/15! © ©2015 2015AlanBerg.com AlanBerg.com••Left Leftof ofCenter CenterMktg.

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For more tips, follow @WeddingWireEDU

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Making the most of Engagement Season:  Free webinar on Pricing • Engagement Season Toolkit

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Thanks for tuning in!

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