This article was written by WeddingWire Education Guru, Alan Berg. Alan has over 20 years experience in wedding related sales and marketing, and is a member of the National Speakers Association, an author, and founder of The Wedding Industry Leaders Conference, an organization dedicated to the educating and consulting of highly motivated individuals and businesses. Learn more at http://alanberg.com/.
How often do you meet with someone who has an appointment with you, then shops around and comes back to your business, only to tell you they got a better price? I’ll bet that it happens more than you would like. You may think, “Oh no, another price shopper!”
Well, I have a different perspective on this situation that you may not have considered.
If the engaged couple had found all they were looking for in another Wedding Pro: style, quality, personality, trust, experience… and yes, price, why didn’t they book them? Who keeps looking after they’ve found exactly what they’re looking for? No one. What that tells you is that they may have found a lower price, but they’re not completely satisfied with the other company.
Don’t forget to say thanks!
The first thing you should always do to a couple that returns, interested in your service, is to thank them for coming back with their interest.
Next, try to find out what they did, and didn’t, like about the other company, other than price. This will help you get to know and understand the couple’s needs and what is important to them, which will help you tailor your services to make their day as special as possible. When they return to your business for more information, what they’re saying is “I’d rather do business with you, but they have a lower price or another important deciding factor that stands out. So, show me again why I like you better. Show me why it’s a better value to do business with you.”
Value is about more than price
If they’re still shopping around after they’ve gotten a better price, then there is some doubt that their services are the same value and quality as yours. Maybe they have to justify that you are the right choice to someone else who is involved in the decision (parents, partners, etc.). Also, we can acknowledge that there will always be someone who charges less than you do. That will always be true. As a matter of fact, at one time in your career, that lower price may have been you, in the early years, so don’t automatically dismiss those that undercut you. They may very well do a good job. They just don’t have your resume…yet.
Get them back in
I think the best way to handle a return shopper situation is to acknowledge that they may have gotten a lower price or found an alternative Pro that is a decent choice for their needs, and then try to get them back in for another appointment. For example, you could say: “Thanks again for coming back to me with interest in our services. When I think about the details of your wedding, I know that we can do a wonderful job, and exceed your expectations. I think you feel that way too, but I know that this lower price is giving you a reason to think twice. Come back in and we can discuss what’s most important to you, and let’s see what we can come up with together. We would love the opportunity to work together and are willing to work to make it possible.”
Once you are able to re-connect, go over the details of your service and remind them why you’re the most capable company to handle their needs for their wedding day. If you can, take something away to lower the price. If you can’t, then justify to them why you charge what you do. After all, if you can’t justify why you charge more, then why should anyone pay more? When you’re the customer you wouldn’t pay more than you have to. Why should your couples?
Don’t forget that it’s a privilege for them to choose your business for their wedding. Earn that privilege with each couple and show them why you’re the best choice. And, when they get back in touch, take that as an opportunity to re-sell them on why you’re a good fit, even at the higher price!
You can read this article, and other great advice from Alan Berg in the WeddingWire Education Center!