In a recent conversation with Kelly Mortimer, renowned wedding industry expert, we delved into the intricacies of wedding sales and pricing strategies. Kelly shared invaluable insights and practical tips on how wedding professionals can level up their sales game and attract their ideal clients. Here's a summary of our conversation:
Kelly emphasized the importance of understanding your target audience deeply. By getting inside the heads of potential clients, you can better address their needs, concerns, and desires. Kelly recommended a simple yet effective activity: drawing a stick figure of a bride or groom and listing down their positive and negative feelings during the engagement period. This exercise helps wedding professionals align their sales and marketing efforts with the emotions and challenges their clients face.
Kelly cautioned against the common practice of slashing prices to attract clients. Instead, she advocated for creating a value ladder—a pricing strategy that offers different tiers of services, from basic to premium. By positioning yourself as a provider of value rather than a discount option, you attract clients who appreciate quality and are willing to pay for it.
Kelly outlined a simple process for creating a value ladder. Start by identifying your core offering—the package most clients would choose. Then, design lower-tier options with fewer inclusions and a lower price point, as well as a premium tier with enhanced features and a higher price. The key is to focus on delivering experiences, not just products, in your premium offering, thereby justifying the higher price point.
Clarity and efficiency in your sales process are so important. By clearly outlining your offerings and prices on your website or marketing materials, you make it easier for potential clients to understand what you offer and make informed decisions. Avoid spending excessive time on custom proposals by standardizing your offerings and pricing structure.
As the wedding industry begins to recover from the challenges of recent times, Kelly expressed hope for a return to certainty and normalcy. The prospect of resuming weddings and celebrations without the uncertainty of cancellations or restrictions is eagerly anticipated by both wedding professionals and couples alike.
To access more of Kelly's insights and resources, visit her website at KellyMortimer.com. You can also connect with her on Instagram @wedding_kelly and download her free guide on converting more weddings this week.
Kelly Mortimer's expertise offers invaluable guidance for wedding professionals seeking to elevate their sales skills and thrive in the ever-evolving wedding industry. By understanding your buyers, adopting strategic pricing approaches, and embracing clarity and efficiency, you can position yourself for success in the competitive wedding market.
