The number one consideration for a majority of newly engaged couples planning their wedding is budget. If a wedding planner chooses not to be upfront about how they price their services, they might be turning down a huge percentage of potential clients without even realising it.

According to the UK's top wedding business marketing expert Becca Pountney: if you've not embraced pricing transparency for your wedding business, you're seriously outdated!

With expert advice from Becca, this article unpacks:

• The benefits of pricing transparency for your wedding business
• The do's and don'ts of sharing your prices

The lack of pricing transparency in the wedding industry

First things first, it's important to identify why so many wedding planners don't share their prices upfront. Let's talk about it.

There are a lot of factors that affect how you price your planning services: season, date, time, wedding size, etc. Naturally, the pricing would differ for a couple who want a 2-day extravagant wedding ceremony on a Saturday in June, versus a couple who opt for an intimate mid-week celebration in January. Therefore, you may be hesitant to list a price on your site knowing that the final fee could be vastly different—the last thing you want is to mislead your clients.

For many wedding planners, the solution lies in expanding and diversifying offerings. For example, instead of having one full-service package at a fixed price, a wedding planner might list all the services associated with a as separate elements and allow clients to pick the services they require. The exact figure may still fluctuate, but your clients have a clear guide price to base their understandings on.

This is why face-to-face consultations are key. They give you, the planner, an opportunity to assess a couple's budget and tailor packages to their needs. There's also the opportunity to explain the value you bring to the table and convince clients why you're worth the investment.

Becca reaffirms this notion, confirming that pricing transparency is best for both you and your clients, "I am a huge advocate for clear pricing on your website - this not only gives clients all of the information that they need upfront when making a decision but it will also separate off any people who cannot afford to work with you, before you spend any of your time on their event."

The benefits of pricing transparency

Weddings are expensive—that we all know—but couples are still willing to invest in the right options. Becca explains, "In 2024 couples are budget savvy—this doesn't mean they want cheap, however they do want to make sure they are getting the best option for the budget that they have."

Couples prefer to work with wedding planners and vendors who are upfront about how much things will cost right from the start. As a wedding planner, you are here to make things easier for your clients and being transparent in your prices is one of the many ways to do so. But don't worry, this doesn't only benefit the clients but your wedding planning business as well!

Three benefits of pricing transparency to wedding businesses:

• It leaves a positive impression. Crystal-clear pricing builds trust from the get-go. It showcases professionalism and reliability—qualities that assure couples they're dealing with a reputable planner. This not only makes a positive first impression but also increases your chances of securing bookings.
• It attracts ideal clients. Transparency also acts as a filter. Couples who see your rates upfront can quickly determine if you fit their budget, saving you both time and energy on consultations that wouldn't lead anywhere. No more endless email exchanges and disappointing "no thank yous!"
• It streamlines communication.  When pricing is clearly communicated from the beginning, there's less room for extensive negotiations or haggling. Couples have a clear understanding of your services and their associated costs.  This minimises misunderstandings and keeps the conversation focused on customising your services to their dream wedding, rather than simply negotiating price.

The dos and don't of sharing your prices

When sharing prices, your main goal is to provide potential clients with a benchmark that will help them better understand how your prices stack up with other services. You have to find balance. Share too little, and couples might be scared off before a conversation even begins. Share too much, and you risk underselling your expertise or sparking uncomfortable price comparisons.

Five tips on how to effectively share your service prices:

• DO share your prices in context. Transparency doesn't simply mean throwing out numbers; it's about providing clarity. When sharing your prices, accompany them with detailed explanations of what each wedding package entails. This helps potential clients understand the value they'll receive for their investment and fosters trust in your services.

• DO justify your prices with client testimonials. Testimonials serve as powerful tools to reinforce the worth of your services. Incorporating positive feedback from past clients alongside your pricing details can provide reassurance to potential clients, validating the quality and efficacy of your work.

• DO be ready to explain why your pricing is the way it is. Prospective clients may have questions or concerns about your pricing structure. Be prepared to articulate the rationale behind your pricing, whether it's the quality of your services, the level of expertise you bring to the table, or the resources invested in delivering exceptional experiences.

• DON'T forget to add a disclaimer. While transparency is essential, it's also crucial to acknowledge that every wedding is unique, and additional services or customization will affect pricing. Make sure to add a disclaimer on your wedding business website and socials such as "If you require a service that you don’t see listed on our website, get in touch. We’re happy to provide a custom quote" to demonstrate flexibility and openness.

• DON'T lower your prices just because a couple kicks up a fuss. While it's natural to face objections or negotiations regarding pricing, it's vital to stand firm to your prices. Know your value. Lowering prices in response to pushback can undermine your credibility and devalue your expertise. If they still huff about your rates even after a few more discussions, then you should know when to say 'no'.

Why wedding planners should be transparent with prices

Pricing transparency is a business strategy that every modern wedding planner should embrace. While setting rates may be challenging due to the personalised nature of weddings, pricing transparency fosters trust, attracts ideal clients, and streamlines your business communication altogether.

To effectively share prices, it's important to communicate context, justify rates with testimonials, and be prepared to explain your prices and stand by them. It's also essential to include disclaimers for additional services on your wedding business website and to never get peer-pressured into cutting down your prices. Always remember—your skill and time deserve a fair price!

Becca's parting advice: "Let's take the mystery away from our pricing and make it clear from the moment a potential couple lands on our website."