When you’ve been in the industry long enough, it can feel like you’ve heard every client objection out there. Yet, of all the concerns, there’s typically one that event professionals hear most often: “Your services are too expensive and it’s not in my budget.”
Does that sound familiar? If so, you’re certainly not alone. Pricing tops the list of client objections, no matter how reasonably priced your services.
That begs the question: How can an event pro overcome this objection and make the sale, without discounting your worth? Here are a few considerations to keep in mind when approaching the tricky discussion about sales.
Tackling the ‘sales’ talk.
Truthfully, you have far greater control over the sales discussion than your client, so you really can convince them of your brand’s value. You just need to understand their motivations.
You see, it isn’t even about the actual cost in most cases. Instead, prospects walk in the door with little to no understanding about what they get for the price tag. That places you in the role of an educator. You need to shed light on the value of what you’re offering and why your prospects need it. Have a mental checklist of commonly asked questions and ensure that your answers are well thought out and professional.
Don’t overcomplicate things.
It’s important to go into a sales consultation understanding that you’re the expert in the situation. You know the ins and outs of the industry and it’s easy to make the assumption that your prospect is on the same page. However, many people are planning their first event and are looking to you to help them understand the process.
Skip the industry jargon and make it as simple as possible for them. Say “food and beverage” or “catering” as opposed to “F&B.” Explain why the venue should be booked first, instead of just stating it as a fact. Keep things easy to understand and demonstrate your expertise; it’s your job to teach your prospects and build trust with them.
Show your value.
When it comes to owning a luxury brand as many of you may, you’ll likely receive some push-back on pricing at one point or another–especially as we navigate these trying times. This is where you’ll need to really put your best foot forward and show your potential clientele why your services are top quality and worth the extra penny.
With this, it’s important to ensure that your website is up-to-date with high-quality photos of your latest events, notable awards and press. Start brainstorming ideas for how you can make that first impression a lasting one – perhaps that entails serving up some lovely hors d’oeuvres for your initial meeting, putting together a sample floral arrangement for them to take home, or even setting up your venue’s ballroom with a few tables, chairs, and linens to give them a sneak peek at what their big day could look like. All of these things can be relatively low-cost with a major impact.
In short, there’s no question that couples are going to want to save where they can, now more than ever. But, for many, the experience will often far outweigh the one-time cost. Knowing how to sell your offerings verbally and with non-verbal gestures will put you ahead of the curve, and it’ll set yourself up for success in the long-term.
