Wedding professionals are often frustrated by brides and grooms don’t appreciate the value of their services. Ultimately, aside from ‘customer service,’ there are three major factors that come into play.
- Hours of service
- Price for product/service
- Quality and Value of the result
One problem is traditional wedding service pricing structure. For example, DJ Entertainer and Photography pricing is quoted within the framework of ‘time in direct service with the client.’
While customary in the wedding industry, linking pricing only to face-to-face service at a wedding, or wedding and reception, drastically understates the total service time.
A wedding couple doesn’t know how many hours it takes to prepare custom introductions, tracking drown obscure music, travel or a host of other event-specific tasks. It’s hard for the couple to understand why the price is so high (in their eyes). Hours of work at a wedding and reception are a specific measure of your effort; however, grossly incomplete. The result is more subjective. Hours of performance do not equal the value of your work.
It is not enough to show a prospect video clips of successful events and expect an instant understanding degree of difficulty. All special events have their own degree of difficulty. It’s unreasonable for your prospect to know that, going in.
If one doesn’t explain situational differences in equipment, lighting, skill level, etc., you are just hoping the prospect figures it out. Likely an unreasonable expectation.
A disc jockey, photographer, or videography service (among others) usually prices itself for a specific number of performance hours. Travel and set up are typically not mentioned not in discussion or noted in an agreement (unless the event is outside the local market area).
What effect might occur if proposals and agreements included a ‘simple informational statement’ indicating a summary of unseen work, associated with your event service, not occurring during the reception time frame?
Effective service implementation, meeting or exceeding client expectations, includes explaining the total scope of your service, at some level.
- Maybe this approach should become an industry-wide standard for wedding marketers?
- What would change in the process of selling if every prospect understood you total measure of service, and its impact on a successful outcome?
I know, I’m turning wedding industry pricing and selling approach on its ear. Maybe it’s time to do that.
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