When it comes to creating packages for your wedding planning business, there’s more than meets the eye. It’s not as easy as scanning your competitor's pricing page and copying what they are including (because let’s be honest – has copying them ever worked?). Instead, I will walk you through how to create packages for your wedding business that truly reflect what your customers value while keeping in mind the business you want to build. Does that sound good? Great – then pull up a chair, grab a cocktail, and get ready to take some notes. I'm about to tell you how to create wedding planner packages!
First up – a pep talk. You can no longer afford to offer products or services that don't align with the work you want to do.
Before I dive into the how I want to hit you with some mindset work (it’s the coach in me – I could help it, but I don’t want to).
Sometimes our business grows like a weed, and we create products and services we think our clients want. We believe we have to in order to serve our clients. When we're not profitable, we assume that we need more products and services to reach our goals. But here's what ends up happening: we have a menu of too many options and a lot of products and services that we hate doing.
Raise your hand if you're reading this right now while doing things in your business out of scarcity, out of what you believe is a necessity, and thinking that you're doing it to serve your customers.
Here’s what happens when you do that:
- Burnout: feeling exhausted, tired, overwhelmed, and overworked.
- Loss of motivation
- You drift away from your vision
- Become a jack of all trades and a master of none
- Stay stuck in a scarcity mindset (which leads to you making irrational business decisions, creating misaligned products and services, or even pricing outrageously for the sake of generating revenue).
Don’t worry – we will talk more about the RIGHT way to create packages for your wedding business. Because I definitely don’t want those things for you. If it doesn’t serve you, it doesn’t serve your customer. Read that again.
Wait – are you a wedding planner trying to decide what to include in your wedding planning packages?
If so, I have a special offer for you. The Ultimate Guide To Wedding Planning Packages has everything I know after twelve years as a wedding planner when it comes to creating wedding planning packages that sell. Warning: it’s lengthy. While I am hoping to share a plethora of knowledge here on the blog with you today, if you are looking for a DFY framework that tells you exactly what you need to know to create wedding planning packages that sell, it’s a must-have. Get instant access here.
Creating Packages Around What Your Ideal Clients Value
Want to know why most businesses fail? Because they don’t know who they are talking to. If you’ve found it challenging to create packages in the past, it’s possible that you don’t really know who you are talking to. If you haven’t grabbed the client cocktail mini course yet, I want to encourage you to do so now. You can’t create your services without knowing exactly who you are talking to – trust me.
To create wedding packages that resonate with your customers, it's crucial to understand what they truly value. Value creation is all about identifying their needs and wants and then delivering on them. However, it's important to recognize that value is subjective, just like beauty; I like to say that “value is in the eye of the beholder.” Therefore, knowing what your ideal customers appreciate about your work is key. After all, some people may not appreciate what you do. Think about all the people who don’t think they need a wedding planner. We don’t want to create packages to attract those people.
Instead, focus on making your offer more valuable to the people you want to work with who value what you do. The more valuable your ideal clients perceive your offer to be, the more likely they are to purchase it and the more they will be willing to pay for it.
How To Create Packages for Your Wedding Planner Business
First, you have to create products and services that YOU want to offer.
Like I said earlier, if you are not excited about it, your customers will not be excited about it. So whatever you do in your business has to be what you want to do in your business, and you need to be ready to let go of anything else that does not serve you.
Next, you must create products and services that your clients value (and that solve their problems).
I like to brainstorm the answers to these three questions:
- What services and products do you not want to offer? Or, what are you only offering because you think you should?
- Which of your products and services do you want to offer? What gets you excited to get out of bed in the morning?
- Which of those services solves your customer's problems? Which of those services does your customer value the most?
If you've been in business for a while, these questions may help you realize a few things. You might discover that your business offers too many products and services that you don't actually want to offer. Alternatively, you might come to the realization that the products and services you're trying to sell don't solve your customers' problems, resulting in low sales. Also, you might find that your customers don't value some of the options you offer, as they fail to see the value in them. If any of these instances occur, it's time to let go. Remove anything from your business that doesn't align with your desires, fails to solve customer problems, or lacks customer value.
Lastly, decide how you can diversify your revenue streams
Here's the truth about the wedding industry: diversifying revenue is crucial for most businesses. With years of experience, I know how profitable it is to explore additional avenues for increasing revenue and growing your business. That’s why I created the venue research add-on service and the revenue rental stream (to name a couple!). Consider expanding your product and service offerings to complement your current offerings.
That way, if you have a slow month, having multiple revenue streams can keep your business afloat. Diversifying in the wedding industry varies for each business, with countless ways to diversify your income. For example, you can choose to trade time for money by expanding your services and hiring a team to gain more time. Or, you can offer product extensions that your customers are already purchasing directly from you. For example, wedding photographers excel at this by selling prints, albums, and cloud storage. Don’t be afraid to get creative!
How Much Should You Charge for Your Services?
You should always consider your own unique business model when pricing your services. However, if you need additional help in finding the right price point for your packages, I have a guide for exactly how to price your wedding planning packages. You can grab it here and start pricing out your offering quickly and easily (and for profit!). There is no one-size-fits-all approach when it comes to pricing, but this guide will help you decide what YOUR unique pricing structure should be (and yes – I talk about which structure is the most profitable!). It’s a best seller for a reason – and you can grab your own copy here.
Creating Wedding Packages That Sell
In conclusion, creating packages for your wedding business is a blend of strategy and authenticity. It's about aligning your offerings with your passion and understanding your client's true needs. Instead of copying competitors, focus on crafting services you're excited about – the ones that align with your vision. By identifying what your clients truly value, you can shape packages that resonate deeply. Remember, value is subjective, and catering to your ideal client's preferences will grow your sales significantly.
The process begins with self-discovery and a clear understanding of your clients. Weed out offerings that don't align with your passion or solve clients' problems. Embrace diversification to strengthen your business – think add-ons, team expansion, or complementary products. By combining authenticity, empathy, and innovation, you're not just creating packages; you're fostering connections and shaping a thriving, purposeful wedding business that stands out. Cheers to your journey of crafting meaningful and memorable offerings!
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- How Much Does It Cost to Become a Wedding Planner?
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- Should You Increase Your Price? How to Know When It’s Time to Raise Your Rates
- Day of Coordination: The Pros and Cons as a Wedding Planner
- How to Start a Wedding Planning Business
- The #1 Reason Why You’re Not Booking The Right Wedding Clients (And How To Fix It)
- 5 Online Wedding Planning Tools You Need to Use
- Wedding Planners – Should You List Your Wedding Planner Pricing Packages On Your Website?
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