Price is a difficult thing to talk about— but it shouldn’t be. WeddingWire Education Guru Alan Berg insists that you shouldn’t dread pricing questions but rather, you should embrace them. Why? It’s the quality of conversation in your lead replies that leads to a sale, and if a couple has to pay for your services anyway, price need not be the elephant in the room. To help open up your conversations, especially when it comes to talking about price, Alan Berg answered some of your most frequently asked questions about handling price questions in lead replies.
If my business offers multiple services, and a lead says that they are interested in my services and asks what my prices are, how do I keep that email short while answering a lot of questions buried in that “simple” question?
As it turns out, this reply isn’t as long as you might think. Instead of sending all of your prices for each service you offer, simply reply “What services were you interested in more specifically?” This reply will then not only narrow the length of your eventual price reply, but will also ensure that you are providing the exact information your client wants without overwhelming them with pricing that doesn’t apply to them.
But what if someone says they are interested in multiple services of mine and asks for pricing? How do I still keep that reply short?
Let’s say you are an entertainment business and a lead says that they are interested pricing for a DJ, dance floor and lighting. All you need to do is list the prices (or price ranges) for the three (and only the three!) they asked for, and ask a follow up question to keep the conversation going. “What venue did you have in mind for hosting your reception?”
I am totally guilty of sending too much information, specifically with price, because I feel like I have to. How do I send less?
There are four ways to handle price:
- You can tell them the exact price. While this is specific and can be helpful, it can be quite hard to do sometimes without the full scope of information from a potential client.
- You can not tell them the price and avoid questions about it at all costs… but we all know this isn’t good practice.
- You can give the starting price. You need to exercise this one with caution as you might have services that go far above your starting price. Thus, sometimes this tactic can be very misleading to couples who think your costs are much lower.
- You can give a price range (Alan’s favorite way to share pricing information), and share your average price.
Giving a price range lets you weed out people who might not be able to afford your services and sets realistic expectations with the potential client. It also allows a conversation to start as it gives a ballpark figure where you can then ask follow up questions to keep the conversation moving forward, such as “What services were you considering?.” (moving you closer to the sale!).
What if they never ask about price/don’t ask about it early on?
Hold off on mentioning price at the beginning (unless they ask outright). Maybe this potential client was referred, or heard a quote and knows your price already. If you feel worried that it has yet to be mentioned, feel free to bring up price in the second half of a new reply to calm any anxiety.
“By the way, I just wanted to let you know about our pricing since we haven’t talked about it and I wanted to make sure you were comfortable moving forward. Our range for what we have been discussing is between a and z.”
After you mention price, go back to the context of the first half of the reply to get off the price discussion and leave the ball in the client’s court as to if s/he wants to discuss price further. Remember, however, that this isn’t necessary. If they didn’t ask about price well into a discussion, they probably know what they need to know already.
If I have a beautiful document for my pricing and a lead inquires about price, can I send that attachment?
No! Even if you have a brilliant, beautiful document that outlines price, or any other detailed culmination of your business’s information, don’t send it. Alan insists that you should never reveal too much. Not only can attachments overwhelm couples and be difficult to view on mobile devices (the vast majority of WeddingWire consumers reply to emails on mobile), but an attachment doesn’t make the sale, you do! Attachments halt conversations, and remember conversation is what leads to a sale.
Every time I quote a price or give a range through email, I never get a reply back. However, when I am on the phone, my closing rate shoots up. What can I do?
Alan states that it depends on the conversation you are having. If you aren’t getting replies back, see if your reply left a dead-end or if it encouraged further communication. Again, emails should be like phone calls where a back-and-forth is created through questions. In situations like this, you are probably closing over the phone because you are good at conversation. So, utilize that strength in your emails and formulate them to read just like you would talk over the phone.
If you are a service that has a flat rate, try giving the price and then say “were you looking to do any special touches like a sand ceremony?” or “were you going to write your own vows or is that something you would like me to help with?” This way, you give a price and still follow up with a question to guarantee a reply and keep the conversation going.
Talking about price doesn’t need to be a touchy subject or something that is difficult to discuss in lead replies. We hope that by answering these questions, you have learned to welcome price questions and feel confident when covering them in your lead replies.
These tips originally appeared in WeddingWire’s Webinar “Replying to Leads” with Alan Berg, WeddingWire Education Expert and CSP. Premium Members can view the webinar recording in their accounts.