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Should I have pricing on my wedding business website? · Wedding Pros who are ready to grow - with Becca Pountney

0:00
Becca: When was the last time you purchased something without knowing
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how much it was going to cost?
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If the answer is never or rarely, then why on earth are you trying to
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make your couples do exactly that?
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Today, I'm answering the question I get asked the most.
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Should I put pricing on my website?
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I'm Becca Pountney, Wedding Business Marketing Expert, Speaker and Blogger,
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and you're listening to the Wedding Pros Who Are Ready to Grow podcast.
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I'm here to share with you actionable tips, strategies and real life
0:28
examples to help you take your wedding business to the next level.
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If you are an ambitious wedding business owner that wants to take your passion
0:36
and use it to build a profitable, sustainable business, doing what you
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love, then you're in the right place.
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Let's get going with today's episode.
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Today, we're going to be talking all about pricing.
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It's a conversation I still have frequently.
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And if you know anything about me, you will know which side of
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this argument I fall down on.
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I absolutely think you should have pricing on your website, and I think
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it should be clear and transparent.
1:00
Throughout this episode, I'm going to be discussing exactly how and why I've
1:03
come to that conclusion and we'll see by the end if you are of the same mind.
1:07
And if you're not, I would love to hear from you and hear why you
1:10
don't think pricing should go on your website, just because it's
1:13
interesting to hear another opinion.
1:15
However, I will always hang my hat on the fact that we need it.
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So let's dive into why.
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Have you ever had an experience like this where you go into a shop and you
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start browsing around and you find something you really like the look of
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and you pick it up, look at the bottom and there's no price on the item.
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So then you start looking around the shelves and having a look at the labels
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on the shelves trying to match up the name on the label with the item in your hand
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and still you don't seem to be able to see whether this is price point of this item.
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You can't find the price anywhere so then you wonder whether it's
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been put in the wrong place and you start walking around the shop.
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Trying to work out how much this particular item costs.
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You want to know how much it costs before you go to the till.
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If you can't find this information, you then have two choices.
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Choice number one is you just put it back and don't even
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bother and walk out the shop.
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Or choice number two, we have to have a really awkward conversation
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with a member of staff.
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Now, I don't know if you've ever been in this scenario, but there's
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something that's really awkward about going to ask someone how much
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something costs because you take that item to the till and you say, can you
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just look up how much this item is?
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And if they say a number that's.
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wildly outside what you thought.
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So say you thought it was a tenner and they suddenly say it's 55 pounds.
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You now have to have that embarrassing moment of saying, actually I can't afford
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it and going to sheepishly put it back.
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We as humans do not like these awkward conversations.
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We don't like these Awkward situations.
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And therefore, if we can find a way to avoid them, we will.
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Let me tell you another story.
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Over the weekend, I went to my daughter's Christmas fair at school and
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they had lots of stalls for 50p a go.
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And there was a few craft stores from local distributors there as well.
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So we're looking around all of these stores and everything
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was a couple of pounds.
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We weren't spending big money and she saw something she liked.
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It was a candle with her favorite football team on.
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Not a big candle.
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Fairly small candle.
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Looked like a fairly standard kind of candle.
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They put a sticker of her favorite football team on it,
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and she said she wanted it.
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Now, guess what?
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There was no pricing on anything.
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So in that moment I had to make a decision.
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So I just asked, how much is this candle?
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They said 12 pounds.
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Now, if I'd have gone on my intuition, I would have thought, yeah, it's probably
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three or four pounds, maybe a fiver 12.
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Pounds.
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Thank goodness I asked and thank goodness they told me because then I
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made some excuse and left the stall.
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But my friend had a very different scenario because she went to the same
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stall and her son had a very similar conversation with her and she made
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an assumption because everything else at that fair was a fairly low price
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that it probably fell in a similar kind of price bracket and guess what?
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She said yeah sure you can have it and then realized how expensive it was
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and then felt too embarrassed to buy.
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Now, neither of these experiences were particularly enjoyable, and as
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customers, it's why it's really important that we know what the pricing is.
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Because even if you kind of trick someone or accidentally upsell
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someone to something that's way more than they want to pay, they don't
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feel Good about that conversation.
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They don't feel good about that purchase.
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They kind of just feel too embarrassed and awkward to say, actually,
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no, I don't want it anymore.
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So when it comes to working with our wedding couples, why are so many
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people still of the impression that we shouldn't put pricing on our websites?
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Because all we're doing is trying to make our customers have these really
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difficult, awkward conversations with us.
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And all that will happen is they will just walk on by and they won't contact you.
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Or they will contact you, but they shouldn't be contacting you because
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they can't actually afford your prices.
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Whenever we come across a brand or a website or an item of clothing
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or something like that, we'll make a decision in our mind about
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how much we think that costs.
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If there is no price tag on it, we have to make that up based on the brand, based
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on the pictures, based on the imagery.
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And if we think something's too expensive for us, we will just
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walk on by, you know, those shops.
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Sometimes when you go to like a designer outlet, there are the shops that I
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know that I can just about afford.
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There's the shops that if I had a bit of saved up money, I could afford.
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And then there's the other shops, which basically have no one in them
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and about three items on each rail.
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And I don't even go in there without looking at the price tag because
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I can tell that I can't afford it.
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If you do not have prices on your website, there will be people looking
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at your website and making a judgment about your product and service and
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deciding whether or not they can afford it based on little to no information.
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And again, that might not really be what you want to be doing.
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So we don't want unexpected surprises.
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We don't want confusion and we don't want the embarrassment of
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making our customers have to say to us, actually, we can't afford it.
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Now, one of the big reasons people say to me that they don't want to put
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pricing on their website is because they don't want to attract price shoppers.
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Now, I understand the thought behind this, but I don't think it's quite accurate.
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So the idea is, well, if I put up the, I cost a hundred pounds and
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the photographer next door puts up that they cost 50 pounds, they can
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see both of our prices and they're going to go for the cheapest one.
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Now that is a theory.
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But it kind of takes out a lot of other factors in that decision process because
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when the couples look at those two photographers, they might prefer the more
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expensive one and they might have the budget to pay for the more expensive one.
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And actually, it's not about price shopping, they're
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just making a good decision.
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In fact, We do actually want to put our prices on our website
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to detract those price shoppers.
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Let me explain that more fully.
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If we put a price on our website, we are telling people that they can't afford us.
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Because if your minimum spend is a thousand pounds and they
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only have Hundred pounds.
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As soon as they see that on your website, they know that you are
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not the right person for them and they will go elsewhere.
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However, if there are no prices on your website, they may make an uninformed
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judgment that they can afford you.
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Why would they know?
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Because there's no prices on your site, so therefore they become.
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time wasters because they jump on the phone with you.
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They will go back and forward on email about with you.
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They will talk to you about every detail of everything.
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And actually they could never have afforded you in the first place.
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So you end up just wasting a lot of time and it's not fair on them
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because they didn't know that they couldn't afford to work with you.
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So you've used up some of their precious time.
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And also you've wasted your own time with someone who can't
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afford to pay your prices.
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You then leave them in the awkward position of having
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to say they can't afford it.
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Or what they will more often do is Ghost you because they don't want to have that
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embarrassing conversation, so they'll just disappear off the face of the earth.
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Now, I think there's a difference between time wasters and what
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I like to call savvy shoppers.
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We're going to talk a bit more about savvy shoppers in a little
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while, but I think a savvy shopper is different to a rice shopper.
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I would like to think of myself as a savvy shopper.
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I'm looking to get things for the best value for the money that I have,
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but that doesn't necessarily mean I'm always going for the cheapest option.
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Let me explain to you this way.
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Think about holidays.
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If I've saved up all year 10, 000 to go on a holiday, I'm going to
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look around for the best thing that I can get with that money.
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Now, that doesn't mean I'm going to go for the cheapest thing because I
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might be able to go to a caravan park down the road for 500 and that's a
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perfectly adequate family holiday.
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There's nothing wrong with a caravan park.
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In fact, I used to work on one, but if I saved up 10, 000, I'm probably not going
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to choose to go to the caravan park.
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Why?
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Because I've saved up this money to take my family on this extra special holiday
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and I want to go on that big holiday.
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So even though it would be 9, 500 cheaper to go to the caravan park, doesn't
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mean I'm going to make that decision.
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On the other hand, if I've got 10, 000, I do want to make sure
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I get the most out of my 10, 000.
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So if I decide I want to go to Disney World, which is the most
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likely destination for a big holiday for my family, I will
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look at the offers they have.
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I will look at the different flight options.
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I will look at whether I should stay in a villa or a hotel.
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And I will find the best value for 10, 000.
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That is being a savvy shopper and knowing prices means that savvy shoppers can
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make really good informed decisions.
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So don't worry about these time wasters, these price shoppers.
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Put your prices on your website to deter them, number one, and
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to attract the savvy shoppers.
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Now, the second reason people say to me that they can't put prices on
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their website is because everything they do is bespoke and I get it.
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If you're a florist or a cake maker or something like that, you're creating
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something and everything is going to be different depending on what flower
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types they have, the season, the amount of tiers and that kind of thing.
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However, I do think that most of you will have a basic from price and most of you
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will have an idea of pricing that you use in order to build quotes for your clients.
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So, you will have kind of an average price, maybe you can say the average
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price for this kind of service is X, or our prices start from X, because if
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you've only got so many Saturdays in a year, and it's just you, you're probably
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not going to go out to a wedding that's just buying one small arrangement for 20.
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I mean, what are they going to get for 20?
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You know, it might be that your minimum spend on a Saturday is 500 pounds or tell
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people your minimum spend is 500 pounds.
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And here's an example of the kind of thing that you can get for 500 pounds.
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There are ways you can be transparent, even though everything's bespoke.
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And I bet you things aren't as bespoke as you think they are.
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Because if you look across the weddings you've had over the last year or two, I
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guarantee there'll be kind of an average booking value that you're used to getting.
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And that's a really good starting point.
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Place for putting together some pricing options and transparency.
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And we'll talk about more in a little while, how to display pricing on
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your website, but just because you have something that's bespoke doesn't
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mean you shouldn't have any pricing.
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Why?
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Because we don't want to attract those time wasters again.
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And again, we do want to attract and inform those savvy shoppers.
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Okay, we've talked about some of the common objections to putting
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pricing on your website, but how about the positive reasons?
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Why do I think that pricing and transparent pricing is
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particularly important right now?
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Well, the first thing is Gen Z.
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We're going to be talking about Gen Z a lot over the coming years because all of
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a sudden the wedding market is shifting.
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Whereas we've had a lot of millennial couples, we are now starting to see more
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Gen Z couples coming through and Gen Z do not know life without the internet.
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They are.
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Always used to one click purchasing, they are tech savvy and they are the
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most informed generation of buyers because they care about the products
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and services they're buying and they know how to research them online.
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They know how to do that due diligence and therefore they are really savvy shoppers.
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Exactly what I was just talking about.
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You know, Gen Z are the generation that are used to things like Amazon, where
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you can order any product and it will come the next day or even that day.
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Uber, where you can literally order a taxi from anywhere in the
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world and turn up somewhere else in the world within a few minutes.
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Uber Eats, where you can get any restaurant to deliver to your door
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and you know, one click ordering.
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Instant messenger.
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Everything is happening and it's happening now.
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Everything is technical and everything makes sense to them.
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So they can look on Uber.
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I mean, has anyone been on Uber recently?
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When you go to order an Uber, it gives you about five or six different
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options of the car you want.
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Do you want this executive car, the Uber XL, the green car?
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And you can See transparently the pricing, you know how much you're going
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to pay before you get in the Uber.
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That is so much more enjoyable than getting in a black cab and being
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at the mercy of the driver and not knowing how much it's going to cost.
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People want transparency, they want to know your pricing and these are
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the buyers that are coming through.
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Now, the great thing about Gen Z is because they're informed buyers, they
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are doing a lot of their wedding planning research before they speak to you at all.
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So they know how much money they've got.
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And it doesn't mean they've got a low budget.
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They quite often have a high budget, but they know their money and they
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know how they want to spend it.
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And therefore they're going to be doing their research to see what's the best
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thing they can get for their money.
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If they come on your website and there are no prices, they are more likely to just
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go to another website because they haven't got time or even the will to reach out
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and spend ages on the phone to you working out the price they want to make decisions.
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So if you have really clear prices on your website, it allows them to roughly
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put together a budget and start planning.
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When someone gets engaged, they've never planned a wedding before on the
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whole, unless they work in the industry.
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So, it's totally new for them.
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How are they supposed to know how much anything costs?
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I think the thing I know least about in the wedding industry is flowers.
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Like, I literally know nothing about how much flowers cost, and
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they're always more expensive than I think they would be in my mind.
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Like, we just don't understand flowers.
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Now, I work in the wedding industry day in, day out, and
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I don't understand flowers.
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So, how are this new couple that have just got engaged meant to understand
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how much it costs to get a bouquet or to get a flower arch or to have
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silk flowers versus real flowers?
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So, if you can put together transparent pricing to help them, that's going
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to help them budget and plan and help them decide whether or not
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they can work with you or not.
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The second reason is to stop wasting your own time on those
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people that can't afford you.
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We talked a little while ago about time wasters, but when you don't put prices
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on, you have to go through a whole conversation with someone, even maybe a
14:09
phone call before you can even ascertain whether or not they can afford you.
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Now, people don't like answering this question.
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How much budget do you have?
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For a couple of reasons.
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One, they don't like talking about money.
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Two, they don't want to say the wrong thing.
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And three, because they don't actually know how much it costs and
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they don't want to get ripped off.
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And they're worried if they say they've got 10, 000 that you
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will just charge them 10, 000.
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Even if that's not your regular pricing, so you end up going
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backwards and forwards, having all these awkward conversations where
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no one wants to talk about money.
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Whereas if you could just lay it on the table and say, these are the options, this
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is what it costs, which looks most like where you're thinking, or which of these
14:47
sits within your budget, then that's a much easier question for people to answer.
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Now, as well as not wasting time on people who can't afford you, you're also
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going to have a lot less time going back and forth and putting together quotes.
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Really, you don't want to be putting together massive long quotes and spending
15:02
hours and hours on things until they've actually paid you some money or a deposit.
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So the more.
15:08
transparent you can be in your pricing, the more decisions they
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can make before coming to you.
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Now, a savvy shopper will have looked at your website, looked at all your
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images, looked at your reviews, looked at your previous work, looked
15:19
at your prices, worked out that they can afford you, worked out that they
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like you, and now they're just coming to you to say, Are you available?
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And let's have a final conversation before I sign the contract as a much
15:30
better position to be in than just having loads of random inquiries that you don't
15:33
even know how much money they've got.
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You don't know if they can afford you and you could be spending hours
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and hours putting together quotes for someone that just isn't the
15:39
right person in the first place.
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And the final thing is it's a lot easier for you to plan.
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I talk a lot about setting sales targets and working out financials.
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Can you pay yourself across the year and all of those kind of conversations.
15:52
But if you have your quotes varying wildly from 10 up to 10, 000, it's
15:57
really hard for you to work out budgets.
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Whereas when you know your pricing inside out and you know that it goes up this
16:02
much each year and it goes up on April the 1st or whatever it is for you, it
16:06
makes it a lot easier for you to start.
16:08
Budgeting for the year to work out how much money you can anticipate to come
16:11
into the business, how much you're planning to spend on the business,
16:14
how much profit you're going to make, how much you can pay yourself.
16:17
So having these rough guides on pricing and putting them together can really
16:21
help with your own planning as well.
16:24
So to recap, the reason I think you need pricing on your website, first
16:27
of all, we're dealing with Gen Z.
16:29
They are want everything now.
16:30
They want to be able to compare the prices.
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They want to be savvy shoppers.
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They are informed buyers and they will just ignore you if they can't find prices.
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Secondly, you're going to stop wasting time on people who just can't afford you.
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We want to repel those people.
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There is someone out there for everyone and if you are going for a lower end
16:46
of the market budget wise, that's fine.
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Tell them that so that they can come and find you.
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But if you are not, if you have a minimum spend, put that on your website.
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It allows you to spend a lot less time going backwards and forwards.
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And finally, it's a lot easier for you to plan out your financials.
17:02
Hopefully by now you are thinking, yes, Becca, I get this.
17:05
I want to put prices on my website.
17:07
So I'm going to give you a couple of different ways that you can go about
17:10
displaying prices because it's not a one size fits all and different clients
17:14
of mine do it in different ways.
17:16
And I want to explain to you some of those ways to help you decide
17:19
what you should be doing yourself.
17:21
So the absolute minimum, and this really is the absolute minimum because it's
17:24
not very transparent but it's better than nothing, is to have a from price.
17:28
Our prices start from 500, 1, 000, 10, 000, 5, whatever it is for you.
17:35
This automatically tells people they can't afford you if they haven't got at least
17:40
that money and it also tells them that's a from price so it's only going to go up.
17:43
from there.
17:44
So if that's right at the top of their budget, again, chances are unless they
17:48
go for a basic option, they're not going to be able to work with you.
17:51
If you do not at least have a from price on, please can I encourage you by the
17:55
end of this week to get a from price on your website somewhere so that you know
17:59
that people aren't going to be spending time wasting their time with you even
18:03
when they can't afford to work with you.
18:05
Okay.
18:06
The second option is price ranges.
18:08
I work with a wedding planner who I think does this incredibly well.
18:12
So she has three different kinds of services that she offers.
18:15
She has on the day management, she has partial planning
18:17
and she has full planning.
18:19
And within those, she's put together some price ranges because she knows that
18:23
some of these different factors may vary.
18:26
Travel may vary, time of year may vary, all these kinds of things.
18:29
So you can go onto her different package.
18:32
Pages and at least get an idea that this is going to cost you between
18:36
3, or between 10, 000 and 15, 000 and you can understand that idea.
18:42
So you know this is the bottom that it's going to be and this
18:46
is also the top it's going to be.
18:47
So if your budget fits somewhere within that region.
18:50
Great.
18:51
Now the thing with a price range is you need to be able to explain to someone
18:55
once you get to consultation phase, why you've come to the price you've come to
18:59
within that range, why it's not bottom of the range or why it is top of the range.
19:03
So you need to have your own processes in place to know how
19:06
you're charging within those ranges.
19:08
And so you can clearly explain that to someone again, if you're transparent
19:11
about it and you explain, well, the reason that I'm charging you more is
19:15
because you're having a bigger wedding.
19:16
Therefore, I need to have an extra coordinator on the day.
19:19
It's, um, Back to back on another wedding and you're going to
19:22
need to have me there two days.
19:23
So there's going to be a surcharge for that.
19:25
And also you're in Scotland and I'm in Southampton.
19:28
So I've got to add on travel and therefore that's why it's
19:30
come to the top of the range.
19:32
If you can explain that to someone clearly and precisely, you won't have a problem.
19:35
It's when we try and hide behind it that we have an issue.
19:38
So price ranges may be something that you could think about.
19:42
The next option is packages.
19:45
I don't know if you've ever heard of the Goldilocks pricing strategy.
19:48
I've recently been listening to Stephen Bartlett's new book and he talks
19:52
about Goldilocks pricing strategy.
19:54
So I've been doing some research into it.
19:56
It's very similar as well to what my lovely friend Kelly Mortimer teaches.
20:00
But basically the Goldilocks pricing strategy is what a
20:03
lot of businesses are using.
20:05
So the idea behind it is you put your pricing into three sections, three
20:10
price points, probably some kind of package around those price points.
20:14
And you have one that's the lowest one, you know, That's too small.
20:18
You have one that's the biggest one, it's too big, and then you
20:21
have one in the middle that's just right, just like Goldilocks and the
20:23
Free Bears, if you know that story.
20:25
Now the idea behind this is it shows people a range and it shows them
20:29
what they get within the range.
20:30
Now the place you will see this all of the time is on software websites.
20:34
If any of you use anything like Calendly or Email marketing
20:39
software or anything like that.
20:40
When you go to sign up, they usually have three price points
20:43
on the screen in front of you.
20:45
They have one that's low, the basic or possibly free version.
20:48
They have one that's high for big businesses, normally the pro version.
20:51
And then they have one that's just right for you.
20:53
They're in the middle, go to some of those websites and you will see
20:57
this displayed in front of you.
20:58
It shows you all the benefits and features of each of the price levels,
21:01
and you can make an informed decision.
21:04
So how does this work in the wedding industry?
21:06
Well, the low package is the lowest minimum amount you're willing
21:09
to go out for, for your service.
21:10
It might be only available on off peak dates, or it might just be
21:13
a very basic level of service.
21:16
Your high package is everything, bells and whistles, really, really expensive.
21:20
The highest price you could possibly go out for with everything included.
21:24
And then the just right price is the one that most people will buy.
21:27
That's the whole point of the Goldilocks effect.
21:29
And it's the one that is kind of your average booking value.
21:33
Again, you should display these on your website.
21:35
If you're going to go for packages, the same way the software companies do.
21:39
That is why it works.
21:40
They do this because it works for them.
21:42
So you should be doing the same.
21:43
I often say, look at what the big players are doing in the market
21:46
because they spent a lot of money and a lot of time researching this stuff.
21:49
If it's working for them, it's likely to work for you as well.
21:52
So that's the pricing.
21:54
model in packages, Goldilocks pricing strategy.
21:57
And then the final example is one that I've seen a couple of my clients do,
22:01
and it's worked out quite well for them.
22:03
And they tend to fall into that cake maker or florist category.
22:08
You know, the one we talked about earlier where everything's bespoke and it's really
22:11
hard to give prices or make packages.
22:13
I had a little chat with a cake maker a while ago and having listened to me talk
22:17
about pricing before, she started on her website and Instagram every time she
22:21
posted a cake picture, putting the thing underneath it that said approximately
22:25
how much it would cost to have that cake.
22:27
I love this idea.
22:28
It's so transparent and it really gives people an idea of what
22:33
they can afford for their budget.
22:34
Because again, I don't understand the difference in costs between
22:37
a cake that's got lots of sugar flowers on it versus a cake that's
22:40
just buttercream because I don't understand the ins and outs of baking.
22:48
So if you show me 10 different cakes and they all show me how much they cost,
22:51
I can make a really informed decision.
22:53
I can see, well, if I go for this kind of cake, it's going to cost me more.
22:56
This kind of cake is going to cost me less.
22:57
And you can start to build a rough idea of pricing.
23:01
Even though you know, your cake is going to be bespoke.
23:04
It's a really interesting idea.
23:06
Maybe it's something you could consider doing.
23:08
I really like the idea of it.
23:10
It's so transparent and you can give rough prices.
23:12
You know, this kind of cake would cost between 500 and 700 pounds.
23:16
This cake would cost between 1000 and 2000 pounds, whatever it is for you, but give
23:20
maybe a range or a from price, but putting the price next to the items can give a
23:25
real clear sense of transparency where you feel that everything you offer is.
23:31
You can also do the same kind of price packages, but just
23:34
give them as rough examples.
23:35
So, if you wanted a basic cake that's just whatever the most basic thing
23:39
you can do is, that would be the cheapest option, which will cost this.
23:42
Uh, an average three tier cake, which is iced and decorated, will cost this.
23:46
And if you want ten tiers with all the bells and whistles,
23:48
it's going to cost you this.
23:51
And that gives them a jumping off point.
23:52
It doesn't mean they have to pay that much, but it means it gives them an idea
23:55
when they come and sit down and speak to you, because again, you don't have
23:58
to say to them, What's your budget?
24:00
You can show them the three options that they've already seen before and
24:03
say, okay, thinking about your budget, which of these options do you think
24:07
is closest to what you're looking for?
24:10
Now you're going to get an idea of what they've got and you
24:12
can start to build from there.
24:16
Okay, so we've talked about how to display the prices, but where do you think finally
24:21
we should be displaying these prices?
24:23
Okay, I'm going to give you a few different places where I think you
24:26
should be definitely displaying prices.
24:28
First of all, directly on your site.
24:30
I think it's really important to have a pricing and packages page that
24:34
you lay out everything and have it clearly navigated from the top bar,
24:37
because if I'm looking for pricing, I am looking for the word Pricing or
24:41
packages to understand where to go.
24:43
So don't mask it by calling it something fancy.
24:46
Say it as it is.
24:47
Let me go there and find out and make my own decisions.
24:50
Stop being afraid of people seeing your pricing.
24:52
You are confident in your pricing.
24:54
You know why you're charging what you charge.
24:56
Therefore, share it with people.
24:58
Don't hide it behind this secret wall.
25:01
So have it direct on your site, have a pricing page.
25:03
If you can put it all on one page, this makes it really easy
25:05
for you to direct people to.
25:07
Whenever anyone asks that question about pricing, you could just send
25:10
them a URL straight to that page, which explains everything they need to know.
25:15
Okay, the second place is some kind of digital brochure.
25:17
I know lots of people, particularly venues, but other suppliers as well,
25:20
like to put together a digital brochure.
25:22
This can be a really nice way to send something to your couples,
25:25
for them to have a look through and see the different options and
25:28
the different prices that you have.
25:30
Now sometimes people put these behind an email wall.
25:33
What I mean by that is you have to put in your email address
25:36
in order to download it.
25:38
And I understand why people are doing that because they want to
25:40
capture email addresses, but I also don't think this is the best idea.
25:44
Why?
25:45
Because some people don't want you to have their details when
25:48
they're just looking at prices.
25:49
They're worried you're going to hound them even though they
25:51
then can't afford you, right?
25:52
We're going back to the same problem as we had at the beginning.
25:55
Because now they've told you they're interested, so now you
25:58
might contact them and they can't actually afford you anymore.
26:01
The other reason is, and this is really true, I know quite a
26:04
lot of people that think they're getting engaged and therefore want
26:06
to start doing their research.
26:08
Now, and they don't want to put their name in.
26:10
They don't want to put their email address in.
26:12
They don't want their partner to know that that's what they're doing, but they
26:14
do want to get their ducks in a row.
26:16
So as soon as they get engaged, they know where they're going first
26:19
because they've done their research.
26:21
So if you are going to have a digital brochure, don't hide
26:24
it behind some kind of wall.
26:26
Make sure you've got your prices available and then have that brochure
26:29
downloadable or sent to them on email as an additional thing.
26:33
There are other ways you can capture email addresses without
26:36
it being through the brochure.
26:38
Obviously, you can collect email addresses when they make the inquiry.
26:40
You can have some kind of lead magnet, you know, 10 top tips
26:43
for this or your guide to this.
26:45
But don't hide your pricing behind that kind of wall because
26:48
you are going to put people off.
26:51
And again, they might just not inquire with you because they can't see your
26:53
pricing and they don't want to have that embarrassing conversation when
26:57
they realize they can't afford you.
26:59
The next place is I think you should put that link to your pricing in everything.
27:03
So if someone inquires on your website, automatically send them a reply that
27:07
says, Hi, great to hear from you.
27:09
Hopefully you've had a chance to look at our pricing page
27:11
because they don't always see it.
27:13
So make sure they've got a link to it.
27:14
If you've looked at the prices and you're ready to chat, here's
27:17
a link to book into our calendar.
27:18
Thanks, Becca.
27:20
All right.
27:20
Put your pricing everywhere in your followup emails.
27:22
Have you had a chance to look at our pricing yet so that they can see it?
27:25
Because we know that.
27:27
Not everyone looks at everything.
27:28
People are time poor and therefore they might need a little reminder
27:31
to go and check that out.
27:34
You're out of office is also a really good place to put a link to your pricing
27:37
because if people are contacting you and you're on holiday or you're off for the
27:40
Christmas break, it gives them a reminder.
27:43
So it's like, Hey, we're currently out of the office.
27:45
However, you can find all of our pricing here and you can also book into
27:49
our calendar here and it allows them to do things even when you're away.
27:53
And the final place is social media.
27:56
Don't be afraid of putting your prices on social media.
27:58
Exactly like I just explained before about the cakes and the flowers.
28:03
If you're posting things, why not put a rough budget circa this much?
28:08
You will not know how many couples go onto Pinterest and look at big floral
28:12
arrangements and then guess how much they think they cost and have no idea.
28:16
So why not be the person that starts to educate them and show them
28:19
roughly how much something like that would cost or how they could bring
28:21
that cost down using faux flowers.
28:23
Or different kinds of flowers.
28:25
Be the person who educates them on price.
28:27
Help them out and you're more likely to make the sale.
28:31
Talk about your range of prices.
28:32
Talk about your pricing, talk about your from price.
28:34
Talk about how you've come to that on social media.
28:37
Let's normalize talking about the money rather than hiding.
28:41
Behind it.
28:43
Okay.
28:43
In this episode, we've covered a lot of ground when it comes to pricing.
28:47
I've overcome your objections to why you don't want to put your pricing on there.
28:50
I told you the reasons I think you should put price on your website.
28:53
I've told you how and where to display your prices.
28:57
So the question is, do you think your pricing is transparent enough?
29:00
Or does it need some work?
29:02
I'm going to leave you with that question as we finish today's episode.
29:05
If you enjoy listening to this podcast, I would absolutely love it if you
29:09
could leave me a rating or review on whatever platform you're listening to.
29:12
If you listen on Apple, please go ahead and leave a review there.
29:15
The same on Spotify, the same on Amazon.
29:17
Ratings and reviews help people find the show and the bigger the
29:20
show gets, the better the guests I can get on to teach you all about
29:24
growing your wedding business.
29:27
I will see you next week.
29:28
Go out there, put your prices on your website and be transparent.