As I’ve stated a million times in my posts, I’m a huge advocate for consistency when it comes to your business, and in saying what you mean and doing what you say. I’ve noticed that, on some wedding business forums, there are business owners complaining about how clients are driven by price as their primary factor in choosing their wedding vendors, and how companies who engage in undercutting are hurting the industry.
If you see these things as problematic, great! I couldn’t agree more. I don’t personally believe it’s much worth dwelling on it — clients who are solely price-driven aren’t my clients, and I don’t concern myself with low-end vendors who low-ball their competition — but I think it’s great to be cognizant of how pricing practices matter.
Here’s the thing: when it comes to bottom-feeder vendors, the old “if you can’t beat ‘em, join ‘em” proverb doesn’t apply. Not if you want to reserve the right to consider yourself above them.
If you’re upset about calls asking “how much,” or if you’re resentful that lower-cost vendors are beating you out for sales, but you’re tossing in your own arbitrary discounts and “limited time only” promotions, then congratulations — you’re not doing any more for the wedding industry than the people about whom you’ve been complaining.
Instead of throwing in the towel and devaluing yourself and your work like so many others do, why not focus on how you can bring more? More quality, more service, more value. I promise I’m not giving this advice from the perspective of someone outside our business looking in. I promise that, if you charge what you’re worth and back it with a great customer experience, you’ll see more success than sinking to the level of businesses that you know are lowering not only their prices, but also the bar.