I was a victim of Baiting and Switching this week.
They covered their bases….kind of…
But I still think they suck.
Here is what happened; I saw an ad in the newspaper for a 2011 Kia (brand New) Rondo. It was a base model that they advertised for $6888- $59 down and $99 per month. There was fine print (this is where they covered their bases…kind of). I went to the dealership (more than half expecting to get the run around, but what the hell, It had been a pretty good week and I was in need of some disappointment J . They showed me the car. It did not have air conditioning or power steering (not in the fine print- these are considered options on this model apparently….. You must have bought a car from them before (in the fine print, but it said “previous customer”, but did not define “previous customer”. I figured I could buy an air freshener from them first then be a “previous customer”) –this gave you a $4000 discount. A military discount (I am a veteran) was only for “current” military members (fine print- said military discount available). That was $500. The fortunate part of all this is that the salesperson didn’t yank my chain and make me test drive the car, and basically didn’t waste a bunch of my time. It was almost as though he was embarrassed by the deal.
The ad stated most of the discounts, but it was vague. It was misleading. Question is…..
Do we do similar stuff? ….. if so……. Do our customers feel the same way that I did?
Let me share where I’m going with this:
When a Bride calls us up, she usually has 2 questions: are you available and “______________” You can guess it…. (“How Much?”)
The Bride is interested in price for 2 reasons 1) It is the only yard stick she has to measure you all with- not a good measuring device, but she knows Green Cash. 2) She is spending more money on this one day that she will ever spend again so she is way out of her comfort zone-Money is a big deal just from a psychological point of view.
Now with that in mind, when we advertise our prices do we put our high prices or what we will go out on a Tuesday afternoon price? Let’s pretend that “we” don’t put out prices, what do most people advertise- low or high prices? Most people would say that they advertise the low prices…and for a reason. They are afraid to share the normal prices.
Pretend for a moment that a Bride sees prices ranging from $700, see also sees $1000, she also sees $900. What price is she expecting to pay? Somewhere around $900 (she will hope for the lowest price, prepare for the highest price and then look somewhere in the middle). Now when she comes in and finds out that the price that fits her needs, (usually the “normal Saturday night gig price”) is more around $1500, she gets a severe case of “sticker shock”. That is when you see the blood drain out of her face and she has a little gasp.
Would you “trust” a vendor were you the consumer in that case? My advice is this: either A) Don’t advertise pricing or B) put price ranges out for her to see so that it is obvious she needs to connect with you (I recommend 4 packages in this case for a very specific reason which I won’t get into this week)
Be up front, be honest, don’t try an end run game on pricing and build trust with your Brides from the very first moment.
Until Next Week, Here’s to your Success