An interview with Eileen
& Leticia on How Wedding Pros Charge What They're Worth
Do you
consult with all potential bridal clients, or do you attempt to “pre-qualify”
clients in regard to budget before you meet?
Leticia : When new clients contact us, we try to “pre-qualify” them as best we
can. It’s important to do this as to not waste the client's time as well as you
own. Our starting prices are listed directly on our website, which has helped
with the “pre-qualifying” because the client is already aware of where our
pricing begins and isn’t blindsided when we share it with them on the phone.
Eileen :
Both. I am happy to talk to anyone interested in our services, but I don’t want
to waste their time or mine if we are not a good fit. So I ask a few clarifying
questions to understand their needs and expectations.
With
regard to money, “budget” is not always the best determiner because they often
have no idea how much what they want costs. It doesn’t always mean they don’t
have the money--more often they don’t understand how to use the money they have
to get what they want. I never dismiss someone because the first number they
throw out is low, because that is almost never the real number.
How do
you suss out budget issues? Is the client usually forthcoming, or do you have
to dig for the truth?
Leticia : We try to explain the importance of a budget. We try to be as upfront
as possible about asking if a client has determined a budget for themselves or
if they need assistance creating a “realistic” budget for the type of wedding
they are hoping to have. I have not had any problems with the approach, and our
clients appreciate our straightforwardness about it.
Many
planners are uncomfortable asking about budget, but it’s necessary to guide the
client in the right direction for their wedding. I want to make sure we’re
making recommendations that fit within their budget and are realistic options
for them. Otherwise you’re just wasting their time, and this can lead to
frustration and other trust issues with the client, which is never a good
situation.
Eileen :
When it comes to money, people are not always completely frank, but that is
usually because they have heard bad things about wedding pros and are worried.
For me, the first step is building trust so they feel comfortable telling me
the whole truth about what they have to spend. Then I can help them use the
money they have to get as much as possible for those dollars.
It has
been my experience that once they are comfortable you are not out to rob their
piggy bank, they will tell you everything.
How
willing are clients to come to grips with the fact that their dream wedding
will cost more than they expect it to?
Leticia : I think ultimately there is a sense of shock when everything they’re
dreaming of is priced out and right in front of them for the first time. Once
the initial shock wears off, it’s important to have an honest conversation
about what the wedding can look like based on the amount they are willing to
spend.
Smart
decisions are important to preserving pieces of the dream wedding. I think
giving them components of the dream wedding within budget is important and can
really show how valuable having an experienced wedding planner can be.
Eileen :
Willing, never. But if you frame the conversation correctly and, again, build
trust, you can soften the blows and help them prioritize what makes the dream
and what the dream really doesn’t need. It is all in how you present the
information. I never say "no" or "you can’t afford it"; I
explain why spending less or doing something differently will improve the
wedding.
What
strategies do you use to show you are worth what you charge?
Leticia : I feel that our work speaks for itself a lot of time. However, I feel
that press coverage we have received, referrals from their friends who have
worked with us, and referrals from other vendors all help provide a high level
of comfort in our competence and experience. Our clients understand the value
in what things cost.
Cheap is
cheap for a reason. They are not comfortable trusting their daughter's wedding
day to someone who does this as a hobby or new to the industry. They have many
society acquaintances, professional colleagues and family attending the wedding
and want a professional handling the planning and execution for their event.
Eileen :
Happy clients are the best thing I have found to show my worth. However, I
don’t work too hard at it because if I don’t focus on it, they will not either.
I explain what the fee is, what they will receive for it and that it’s flat
unless they dramatically change their needs. The price is the price. It’s
worked well for 11 years.
How often
do you have to recommend potential clients look elsewhere because their budget
is too low?
Leticia : This happens all the time, and it’s okay. As much as we’d like to
help every potential client that comes through our doors, it’s just not
realistic.
We have
an ideal client and we limit the number of events we take each year, so it’s
crucial that we are booking the clients that fit our ideal profile. I’m happy
to refer those clients we are not able to help to other planners who are a
better fit for their budget. The potential client we are referring out is very
grateful for this little piece of referral information. So, we may not be
planning their wedding, but we’ve make a fan out of this potential client by
giving away a small piece of helpful information.
Eileen :
If I can't help them, I will always refer to someone new in the industry who I
think is good and charges less as a result.
Social
media rules the world right now, but do Pinterest/Facebook/etc. lead potential
clients to you who are just not in the right budget range? How do you handle
this?
Leticia : I don’t think we’ve really seen clients come from social media in
this way. I still feel like even if a bride saw something she liked on our
Facebook or Pinterest page, she would still visit our website and see what our
starting prices are and then decide if we are a fit for her budget or not.
I think
that new planners starting out need to understand who their ideal client is and
understand her and her needs. This helps determine who's a good candidate as a
client and what budget she has. This little bit of homework can help save a lot
of time and headache with clients that are not good for your brand or your
bottom line.
I also
think all planners need to understand how to price themselves
appropriately--understand what you want to make and what expenses you incur
throughout the year and how this combination should be used in calculating your
fee.
Most
planners I know just pull random numbers that sound good out of the air and are
accepted by clients. They really haven't calculated what they need to charge in
order to make a decent profit and run their business like a successful
business.
Eileen :
I use all these but I haven’t noticed any specific issue with budget. Mostly
they are just looking for general information--not real leads. I answer their
questions, tell them about our services and see what happens.
Thank you
for this little insight into the challenges faced by veteran wedding planners.
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