Even with all the DIY projects in the world, weddings are not cheap. As prices for nearly everything seem to be on the rise, it makes sense that many clients have been searching for ways to save a few bucks.

If you’re a wedding professional, you’ve likely been asked to discount your services more times than you can count. Though it can be a pain point, it raises more questions than anything else.

Should you offer discounts?

The answer is complicated. Though it’s important that your prices are fair, your business still needs to maintain profitability. In the end, you may find that offering discounted services may hurt your business more than help it. 

Here’s what you need to know.

The Downside of Discounts

Sure, discounts are a great way to make existing customers happy and attract new customers, but they come at a cost. 

By offering discounts, you may be devaluing your services. When you repeatedly offer hefty discounts, it tells clients that your services are only worth the discounted rate. Not only are your services being devalued in a financial sense, it undermines the quality and expertise of your business.

Think of it like this: when something is discounted at a store, it’s because it’s out of season, damaged, or simply not in demand. If your services are offered for far less than your competitors, your work will be seen as lower quality than your competitors. 

Even more, offering too many discounts can have severe financial implications. Though you may love your work, your wedding business is just that: a business. Discounts eat into your profit margin, earning you less money that could be put back into your business. 

You need to ensure that you are earning enough money to cover your business expenses. If you aren’t careful with when and how you’re offering discounts, this lack of profit could impact your company’s sustainability, with the worst case scenario being that you may need to close your business.

The Downside of Discounts

Sure, discounts are a great way to make existing customers happy and attract new customers, but they come at a cost. 

By offering discounts, you may be devaluing your services. When you repeatedly offer hefty discounts, it tells clients that your services are only worth the discounted rate. Not only are your services being devalued in a financial sense, it undermines the quality and expertise of your business.

Think of it like this: when something is discounted at a store, it’s because it’s out of season, damaged, or simply not in demand. If your services are offered for far less than your competitors, your work will be seen as lower quality than your competitors. 

Even more, offering too many discounts can have severe financial implications. Though you may love your work, your wedding business is just that: a business. Discounts eat into your profit margin, earning you less money that could be put back into your business. 

You need to ensure that you are earning enough money to cover your business expenses. If you aren’t careful with when and how you’re offering discounts, this lack of profit could impact your company’s sustainability, with the worst case scenario being that you may need to close your business.

Understanding Client Expectations

Despite the negative impact discounts can have on your wedding business, many clients are always hoping for a price cut. In order to show that your services are worth the price, it’s imperative that you understand client expectations.

Like always, communication is key. The value of open, honest communication with clients regarding the pricing of your services cannot be understated. Ensure that you actively listen and understand their needs and expectations. As hard as it can be, your business may not be the best fit for their budget, and that’s okay!

To demonstrate the true value of your work, you’ll need to educate your clients. There will always be people who balk at your prices, but once you take the time to explain the true costs and efforts involved in your wedding service, your clients will begin to understand. Don’t be afraid to provide examples of real-life scenarios, as well as photos or videos, to illustrate the quality and value of the work you provide.

Alternatives to Discounts

There are different ways to ensure that clients are happy with the services you provide… without dipping into your profits. However, this may mean going the extra mile.

For example, in lieu of a discount, you may consider offering value-added services. Depending on your niche in the wedding industry, this could mean a free trial, free product discounts, free shipping, or simply throwing in a few extras that may not be regularly included with your usual services. Value-added services should enhance the client experience, without breaking the bank.

Another way to ensure that your clients are pleased without offering discounts is by providing them with increased levels of customization and personalization. Those of us in the wedding industry know that every wedding is different, so display that tailoring your services to meet every client’s unique needs is even better than a discount. When you show how committed you are to making every client feel special, they’ll feel that your prices are justified.

Managing Discount Requests

Let’s face it: even if you’ve done everything listed in this article; from educating clients to offering alternatives to discounts; people will still ask you to lower your prices. It’s the nature of working in the wedding industry. Fortunately, there’s a few different ways to manage the ever-flowing stream of discount requests.

1. Assess the Discount Request

When a potential client inquires about discounts, it’s perfectly understandable to consider offering one. However, you’ll need to think hard about whether or not a loss of profit is worth it to you. For example, ask yourself:

• What is the client’s budget? Am I willing to work for a lower rate in order to meet their financial needs? 
• What is my relationship with the client? Am I willing to provide services at a discounted price in order to help out a friend or family member?
• What is the scope of work required to fulfill the client’s request? Will the price reflect the work that needs to be done?

It’s completely okay to offer a discount when the answer to any of these questions is “yes.” Perhaps you’re moved by a couple’s love story, even if they have a meager budget, or maybe you want to give your best friend her dream wedding.

2. Be Open to Offering Discounts (When Appropriate)

Again, it’s perfectly reasonable to offer discounts from time to time! Be sure that you’re not spreading yourself thin, though. If it’s not a special case, consider limiting yourself to certain types of discounts, like:

• Limited-Time Promotions

Occasional promotions are a fantastic way to attract new clients or fill gaps during the slow seasons. However, it’s imperative that you clearly define the terms and duration of the promotion, asserting that it is a limited time offer.

• Referral Discounts

Even with all the marketing tools available to wedding professionals in our tech-savvy world, word-of-mouth is one of the most effective ways to build buzz around your business. Offering referral discounts—a current client receives a discount for referring a new one, or vice-versa—is a great way to build trust and establish industry experience with clients and the community. Still, it’s essential to set clear guidelines and accurately track referrals to avoid any mishaps!

• Package Upgrades

Don’t be afraid to explore the option of offering package upgrades or enhancements instead of outright discounts. Perhaps you bundle multiple services or work with another wedding professional to offer your clients added value, all while maintaining your pricing structure.

3. Always Communicate in a Professional Manner

More often than not, you’ll find yourself outright declining discount requests. Especially as a wedding industry professional, it can be hard to disappoint clients that are hoping to make their special day perfect, but it has to be done.

It’s important that you treat these clients with respect when you turn them down, showing them that you value their interest without alienating them. If you’ve already tried educating them on the value of your service, as well as tried offering the alternatives to discounts listed here, let them down easy.

It’s as simple as saying, “Thank you so much for your interest. Unfortunately, I am not able to offer a discount at this time.”

Even better, direct them to another wedding business that may offer a similar service for a reduced cost. You may help kickstart a beginner wedding professional’s career, helping you build industry contacts that will last a lifetime.