I met with a bride/groom yesterday about a wedding video and they began asking me about taking things out of packages to reduce the price, etc. I'm happy to customize any package, but I began wondering if it would be better off to start pricing each item a la carte so the bride can get exactly what she wants.

Has anyone tried this and had any success with this strategy when compared to the more traditional packages?

I figure out what I'm willing to go out for: a minimum price. It may be very different for a popular Saturday in June rather than a Friday in February.

There may also be personal standards - what is the minimum you're willing to do and feel like you did a good job? As long as it doesn't interfere with that, it's OK.

Yep - tried it... big disaster.

I've found it just adds far too many decisions up to the client and ultimately hits your bottom line. Everything included for $xxxx is the way to go for me. Brides who want to pick and choose to fit into budget are the exception I find, not the usual.

My price is a fixed all inclusive package and I do not negotiate prices EVER! If a client doesn't want to pay the price, then they are not looking for what I am offering.

If you are desperate to get the deal and have to haggle, you are on a slippery slope. Once you reduce the price for one client, you will be surprised how much people like to tell their friends and it will come back to haunt you.

If you are not getting deals because of your price, perhaps you need to restructure you prices to make them more attractive in the first place. You say that you have to start taking things out, so perhaps you can have a standard package that you are happy to supply for a fixed price, but with optional extras that couples can choose to add for an extra cost, as do a number of videographers.

Not all videographers offer the same package and price and you must have confidence in what you are offering to inspire confidence in your clients. If you offer a Rolls Royce package, you don't need to reduce it to a Ford price just because a potential client can't afford it.

Roger

I offer basic packages with paid options (like a blu-ray, the HD files, a trailer) and I let the client decide what they want instead of me deciding it for them. In the past I had "all in" packages as well and had some clients asking to take the blu-ray out which they didn't want and try to get a lower price. I even use it as a selling point now: "Only pay for what you want to have". Currently I only have 2 packages but give them the HD files for free in the most expensive package meaning they save if they choose the more expensive one, the difference is that one is 9 hours coverage and the second 14 hours. Since I took this approach I"m selling more 14 hour packages then in the past.

I do fixed packages too but never ever adjust the price for the same amount of work. I actually offer a range of packages from a ceremony only right up to a full day ...that gives brides a choice of coverage and they can decide what they want rather than giving them a menu and make up their own package.

The important thing here is to, by all means, accept a lower package for less money but never reduce your set price. Brides that want to haggle about price end up wanting extras at the wedding for nothing plus they are the most likely candidates to complain bitterly that "this is wrong and that is wrong" afterwards. Just also make sure that your minimum package is in fact worth your while going out for!

You have basic startup costs that are there regardless of the package size that you must cost in so based on on site time a ceremony only package will look more expensive than a full wedding if you only consider the on-site time...regardless of the time at the wedding you still have to consult, travel, attend rehearsals, deliver and edit so make sure that is all included.

Chris

When I was shooting I tried both ways ... a la carte and packages. I ended up sticking with packages because clients just seem to have a hard time making decisions. (Exact same thing with photography.)

I would just ask them what they had budgeted on video and go from there. You'll know pretty quick whether or not it's going to be reasonable. There might be times when they're looking for all day coverage and with their budget you can only do the ceremony. Sometimes it just isn't meant to be.

It's easiest to sell when you DON'T give people choices, at least up front. Book or don't. They can decide on add-ons later. Our contract is for our minimum, then has 'client options' listed that they have to notify us about by a specific date.

There's something called 'paralysis of choice' you should check into. Basically, our brains hate real choices. We're too worried we'll decide poorly. Keep it simple, sell emotionally not rationally, push your unique sales proposition and sales will come.

I think there's a general sales rule that you offer a client 3 choices and they usually go for the middle one.

My Packages start from the minimium I'm willing to offer - ceremony & reception up to the 1st dance and the
packages offer more up to the whole day with pre wedding etc. I do offer some add-ons - extra DVD etc but that's it, I think too much choice is confusing.

I don't negotiate - a client recently tried "another company is offering the same coverage for $400 less but I like your style more" - I suggested it was a good deal and they should take it.

A good friend of mine who just happens to be shall we say, quite well off, once told me many years ago that when you discount your work you're telling the client how much you really value your work at. I only gave discounts to 1) active military and....hmmm, that's pretty much it. just not worth it. This is what I do and how much I charge. Like it, don't like it doesn't really matter. Book or not, doesn't really matter. I won't go bankrupt if one or two don't book because they can get the same thing from someone else for a few dollars less. Like Paul, I tell them to go book with them.
Old saying I learned lots of years ago; some will, Some won't, So what...who's next!

Thanks for the replies! I appreciate the insights and the openness of this forum. Still learning for sure.

There's something called 'paralysis of choice' you should check into. Basically, our brains hate real choices. We're too worried we'll decide poorly. Keep it simple, sell emotionally not rationally, push your unique sales proposition and sales will come.

Interesting. I did some reading on this today. Thanks for the insight.

Everything included for $xxxx is the way to go for me.

Yes, same.

Here's what happens to most people when faced with multiple choices.
All of the blood rushes to the head and they get cold feet, so they don't make a decision. No decision is the easiest decision to make.
It's called Paralysis by analysis!

If you are going to go with packages I would go with 3 packages. Always list the packages from most expensive on down. They will always by your top or middle package. Nobody wants to go all the way down.

It's been years since I've done this but I actually preferred the basic package and then add the options.

I would do a basic package that included the ceremony and reception in one camera for say $1500 .
Everything else was optional and additional. They got to pick just what they wanted. My demo's always showed fully loaded packages. And if a client chose the basics, it was still a good day.
AL

Hi Al

That's an interesting concept as I have always put mine from smallest to biggest and bride's will seldom (if ever) book the smallest package (Haven't had a ceremony only actually for about 2 years now) They usually go for the end ones anyway.

To expand this a little further, I list what they get covered and put the package price at the end of the package listing, so they read what they will get covered and then come to the cost.

I wonder if they look for what they get get for their money first and then see if they can afford it or is it the other way around?? I always feel that if you say " Rose Package - $1500.00" and then say what you give them for that price is less inticing than saying " you get this, and this and this ...all for only $1500"

Do others show coverage before price on each package or the other way around ?? I'm sure it makes a mental difference.

Chris

The idea behind paralysis of choice is that, the simpler you make it for the potential customer, the more likely they are to book you.

Rather than offering 3 packages with a myriad of options built in, why not offer a base package at your minimum rate you are willing to go out for regularly. Include whatever you consider essential, or that you think are great, but no one ever pays for. Go ahead and build it into your price as a value add. This may mean you raise your base price.

These leaves the customer with a simple question: should I hire this person or not. All the decisions on options can come after they sign the contract - since they may be nervous about their budget options, and not be sure what they can afford for sure.

Make hiring you as easy as possible and your closing rate should increase. Make sure you offer the emotional reasons for booking you, and your closing rate should go up, too.

I recently started to offer two packages: Long form and a cinematic package. During the meeting with the clients I spend the whole time explaining the differences, some people are still left confused.

I think I shall just up my base price and combine the two, offering discounts for leaving bits off. I find people prefer getting discounts for taking bits off rather than paying more for putting bits on even though the end result is the same.

Dan,
I think having a basic, baseline package is a must. What I would do when clients wanted to start taking stuff out of a package is tell them that they can build their own package, starting with the base package.
its up to you to have laid out in advance what each additional item will cost. Additional camera, additional location and personnel. I had a posted price for everything you can possibly add.

I keep hearing all this talk about what they want? People in Hell want ice water, doesn't mean they can get get it. And if they could it would come at a premium I'm sure. Your business like any other business has to have a structure that allows you to be profitable. And that means not catering to every whim.

Hell, I see restaurants that have no substitution policies, so do airlines and many other establishments.

One of the best things you can learn to do in business is say "NO".

Your business like any other business has to have a structure that allows you to be profitable. And that means not catering to every whim....One of the best things you can learn to do in business is say "NO".

Absolutely true. We *could* offer a one hour-ceremony only option for much cheaper, but won't (though there are always exceptions...if someone called about a Sunday in January, I'd listen), or to setup just one camera in the back and then read a paper. We set the minimum terms we'd do business on, and at what price.

I don't understand how 'cinematic' or 'documentary' style are packages. Wouldn't those just be style options? The end product is different, but to the potential client, isn't the rest the same? Just lay out your base minimum, let them decide if they like you and sign. Then, later, you show two examples, one of cinematic, one of documentary and ask which they want. In your sales meeting/material, you should spend your time pushing emotional benefits: 'we start filming early, and stay with you all day with two people and two cameras, so we don't miss a moment.'

Robert,
*******I don't understand how 'cinematic' or 'documentary' style are packages. Wouldn't those just be style options? The end product is different, but to the potential client, isn't the rest the same? Just lay out your base minimum, let them decide if they like you and sign. Then, later, you show two examples, one of cinematic, one of documentary and ask which they want. In your sales meeting/material, you should spend your time pushing emotional benefits: 'we start filming early, and stay with you all day with two people and two cameras, so we don't miss a moment.' **********

For me in most cases the client that comes to me has already pre-qualified me. They called because I did a friend or family member or associates wedding. So they sort of already know what they want. So the style offering is moot. At this point it's all about what they can afford. The good thing about working off 90% referrals is that no girl wants a lesser package then her sister had.

I think that is true for many high end shooters is that money attracts money.

The other thing is we have general conversations in this forum although our geographic location makes a huge difference in every thing we do. I have heard of people saying that they had to add a meal into their contract. And guest having to pay for a drink at a reception? They would string you up for that . In New Orleans most of my clients would frown if we don't eat and drink. That said I guess our location changes our view somewhat of how we charge and deal with clients.

I was used to working 1 hour ceremonies, with a 3 hour reception immediately following the ceremony. I know in many locations the day is much longer. Lots of times we did 2 weddings in one day. I always considered the amount of time an personnel I had to use as an expense that I have to charge for. And honestly, I don't care to spend all day with a couple. Nor do I see the point.

My documentary and cinematic packages cost the same. The documentary has the complete ceremony and a one hour edit of reception. Cinematic just has a half hour highlights film.

I spend most of my time explaining how they are different and then the clients spends all their time thinking which is better for them.

My documentary and cinematic packages cost the same. The documentary has the complete ceremony and a one hour edit of reception. Cinematic just has a half hour highlights film.

I spend most of my time explaining how they are different and then the clients spends all their time thinking which is better for them.

Ahh. Well, if you ever want/need to bump up your closing rate, don't make them choose before booking. You can even lay it out as a favor: 'I just want you to have the time to decide which style is right for you.' Though if you do that, you need a date they have to decide by in the contract.

Hi Dan

So do you spend the same amount of time at the wedding regardless of which style they decide on .. the only difference is the run time?? Just for interest are your edit times on either style roughly the same?

I shoot doc style only and I assumed that cinematic took a huge amount of extra time and effort and that justified the much higher prices brides paid for "wedding films'

Yeah my policy here would also be, book now, pay me some money and choose your style later as long as it's before the big day!!

Chris

Hi Dan

So do you spend the same amount of time at the wedding regardless of which style they decide on .. the only difference is the run time?? Just for interest are your edit times on either style roughly the same?

I shoot doc style only and I assumed that cinematic took a huge amount of extra time and effort and that justified the much higher prices brides paid for "wedding films'


From my experience the "wedding films" definitely take more time to edit.

Hi Daniel

That's what I thought and that's why I was surprised that the doc and cinematic packages were priced equally .... Normally wedding films (as they are called) are a lot pricier than straight real-time doc recording of the day as it happens.

Chris

Both my packages take more or less the same time to edit. The long form package still have elements of creativity in the trailers and highlights. The 'cinematic' package is like one big highlights.

The long form has about a 100 minute run-time while the cinematic has about an hour total including extended scenes.

.

Thanks for clearing that up Dan!

I am used to people saying a wedding film takes 3 weeks to edit so I wondering how you managed to get your costing similar as a long form is usually much easier and quicker.

Nice to be able to offer clients the same price and a choice of styles!!

Chris