Why now is the time to ditch the idea of offering discounts in your wedding business.
Business is slow.
You’re looking at the diary and there are still some key dates in the summer which still really need filling.
You thoughtfully twirl a pen between your fingers whilst you ponder what to do.
The idea hits you like a bolt of lightning!
“I know” You exclaim, “I’ll offer 15% off all bookings made within this month”
You then, for some strange reason, explain your logic for doing this out loud
“The 15% off will tempt them in and the fact they have to do it this month means they’ll get on with it and book me!”
You post it on your Instagram, your Facebook and all of the Facebook wedding groups you’re a member of and wait for the money to roll in.
The month passes, no-one books, what went wrong?
How on earth are you not a millionaire yet?
It’s time for me to tell you it’s time to stop offering discounts on your wedding services.
The discount fallacy
It might seem strange to hear but the price isn’t the number one reason that couples don’t book your business.
And this is very unlike me but I’m not going to back up what I’m with facts and statistics.
The main reason that people don’t book your business is because they’ve never heard of you, allow me to explain using the above offer.
Let’s look quickly at the brainwave that was hypothetically applied at the start.
The reason I used this as an example is that I see this type of offer plastered all over Facebook wedding groups all of the time with little or no interaction on them whatsoever.
Even if you have a thousand followers on Facebook and Instagram your offer will be unlikely to have even been seen by 500 people.
In the Facebook wedding groups, it all just gets lost with all the other similar posts so lets very generously say that another 200 people see your offer.
Giving us 700 people who have seen your offer.
In order for any of these people to book you, they have to…..
…want your type of service at their wedding
…be in a position where they’re able to make a booking (for example can’t book you if they haven’t booked the venue)
…feel like you’re the best person to provide that service.
Once you’ve passed those 700 people through all of those filters is it any real surprise that it didn’t result in a single booking?
Even if you had offered a 99% discount it is unlikely to have resulted in any bookings.
The money was never the problem.