I have gotten an earful lately from the photographers about price. I hear too many considering dropping their prices to compete with all the lower priced (read less experienced) options out there. Holy moly!! What are you people thinking?
Are you marketing the intangibles you offer? I have had this conversation over the course of the last few years with the bridal salons. I still am as a matter of fact; some get it, some don’t. Now I think I need to direct it to the rest of those industry professionals that have been at this for a while, that have built up a sterling reputation, that have become remarkable but are now running scared of the newbies nipping at their heels.
You need to take a good hard look at the intangibles you offer that they can not. I am not just talking about your product, I am talking about all the things you have learned to do over the years that they have not. It may be as simple as the way you package your products. I know a photographer that sends out his proofs in a beautiful custom designed box. I know a florist who deliverers her bouquets in special disposable vases so they stay in water as long as possible, even between photos. I know caterers that never have a wrinkled linen or a water spot on the silver, I know others that can’t say that. What are those things that you do that you don’t even think of anymore. The little touches, the extras that you don’t notice but that make all the difference.
Get your staff together to brainstorm. Ask the vendors that refer you. Ask your clients why they picked you. You may be surprised to find out just how spectacular you are. Make a list of all the things out of the bare minimum that you do for your clients. Let me give you an example…
When I did cakes I always put them on custom cake boards to match the cake. Never thought anything about it, I just hated those I would see with foil on them. One day a florist said to me that they were always happy when they knew I was doing the cake because they knew they wouldn’t have to try and hide the base. I added that to my marketing and the brides loved it. “Oh cool, custom board” To them it was a perk, to me it was just standard procedure.
I know a florist that has had two different brides mention his wonderful collection of containers. Now he is using them in his marketing. Not only are brides finding it a huge selling point but he is making an upcharge on rental. Duh!
Find out what you do differently than all the rest and find out why that may be important to your target market. Then you have to find a way to highlight it.
With bridal salons, one of the biggies that a bride should expect over ordering online was the way their gown arrived. If you order online the gown arrives inside out, compressed into a box that you or I would never believe it could possibly fit it. Needless to say it is a wrinkled mess. A bridal salon receives the gown the same way; the difference is that before the bride see her gown it has been steamed and fluffed and is looking fairy tale perfect. I suggested to salons that they buy a very cheap gown online, unpack it and put in on display just like it arrived along with the box. It made the point.
None of this will stop all the price shoppers. Nothing will; but now at least you aren’t having to defend your price with nothing to point at. Sell everything that you do, that is what makes you remarkable.
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