If you've done all the pricing work, you know exactly what you need to charge, and you're still watching brides go with the florist who came in lower, this episode is for you.
This past month, I did something I told myself I'd never do again. I sent full proposals, renderings and all, to two planners I didn't have a relationship with. One came back asking if I could get from $27K down to $24K, and then went in another direction anyway. So I'm right there in the trenches with you on this one. And it got me thinking about the piece of the pricing conversation that almost nobody talks about, which is demand. Charging what you're worth only works when a bride actually chooses you at that price, and what gets you chosen is having an edge you can actually sustain.
In this episode:
Why a justified price doesn't guarantee anyone will pay it (and what a $9 garden rose has to do with it)
The difference between being considered and being chosen, and why lots of inquiries can give you a false sense of demand
How my early demand was coming from being affordable without me realizing it, and what I did to rebuild real demand when I raised my prices
Two questions to help you figure out where your own demand is coming from
When pouring hours into proposals and mock-ups is worth the risk, and when it's a sign to shift your strategy
Why price transparency is moving the sales process into your marketing
Five edges you can build (creative voice, specialization, personality, messaging, and reputation), with a place to start for each one
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