Almost every bride that calls me from some form of advertising or Google searches asks two things: “Are you available and how much do you cost?” Fair questions if every photographer and every videographer were exactly the same. The problem is…they are ALL different and so the experience they deliver will be different. It’s interesting that when a bride calls because of a friends’ great experience with me, she’s only interested in working with me like her friend did. The price comes after we have discussed her needs and I have prescribed the correct solution for her situation, needs, and budget.

I also hear almost every wedding vendor saying that all they hear brides ask is…”How much do you cost”? Why don’t brides ask questions like “Do you have any formal training? “Are you licensed?” “Do you have a backup plan if something goes wrong?” “How would you handle it if the cake wasn’t delivered on time?” Or “How would you handle it if the groom’s tux is the wrong color?” Why don’t they simply explain their situation, what they are looking for, and ask if the vendor has a good solution?

Now, before you think I’m being harsh…let me just say that…I think most brides ask the price question because…they don’t know what else to ask. This is probably the first time they have gotten married. It’s the first time that they have had to manage this much money. It’s the first time they’ve had to answer to parents, future in-laws, well-meaning aunts, and friends. During tough economic times, we vendors are quick to assume that price is the main factor for brides as they plan their wedding. Yes, price is important, but I believe there are other factors that are more important.

In Lee Eisenberg’s ‘Why Shopping is Good Again.’ Eisenberg articulates today’s top consumer values. These three values can help us understand what brides are thinking as they are making their purchasing decisions.

1. Brides value experiences that transform them. Even some of the shyest women embrace the spotlight on their big day. As a bride plans her wedding, she is more commonly thinking about her own personal ‘red carpet’ moment. That is the moment when everyone at her wedding will look at her in astonishment. Various vendors have picked up on this common value or mindset. For example, Astrid Mueller designs romantic illustrations. When she is designing, Astrid asks lots of questions – what the bride dreams she’ll wear as she floats down the aisle, what is her and her sweetie’s love story, what their dream wedding will be like. Through personalized art, Astrid’s sophisticated illustrations make all of those special details come alive.

What additional services can we vendors add to our current offering in order to make you feel special and transformed?

Here’s an example of a bride making a grand entrance with a designer gown and with stationery. Illustration: Astrid Mueller. Artisan printing: LetterpressLight.com.

2. Brides value shared experiences. During tough economic times, people tend to place more value on family, friendships and relationships in general. We’ve been forced to focus on the things that are really important in life – and that’s not a bad thing. This is also entirely true for weddings. In some cases, guest lists have had to shrink and brides have had to focus on the elements that matter most to their loved ones. But behind all of that, weddings have become more intimate.

What can we vendors do to add to that intimate, meaningful experience that you want?

3. Brides value experiences that are an extension of themselves. It’s no wonder that many brides are now into DIY (Do-It-Yourself) elements. They are creating their own menus, programs, favors – you name it. We tend to think this is only to save money. However, they are also doing this to put their stamp on their big day – to make it personal. Thinking beyond price and thinking deeper about the personal nature of a DIY wedding, how can you make your products and services more personalized?

Instead of leading with “How much do you cost?” Think through what is most important to you. First seek out and interview the best vendors you can find and look for a fit. Make sure that you like and trust them and that they can deliver the details you want the most. Make sure that their wedding offerings are in line with your values.

If you don’t know where to start, ask a professional member of the Wedding & Event Association of Memphis. Also, consider attending their next free seminar where you’ll be able to meet all sorts of vendors and ask them anything you want in a non-sales social situation. The association’s mission is to educate Memphis brides and their families.

For more information or to comment on this article, please contact Don Lawler at Storytellers. 901-485-3027 or don@wetellyourstories.com