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4 Effective Email Templates for Tough Pricing Conversations 

By Lora Sickora

When it comes to pricing conversations, wedding vendors often face tough questions that can feel uncomfortable or challenging to navigate: How much do you charge? Why are your services more expensive than others? Can you offer a discount?

Honestly, oftentimes the topic of pricing is sensitive and sometimes uncomfortable to discuss. But the good news is that with the right approach, you can confidently respond to even the most challenging pricing questions and keep the conversation moving forward. 

That’s why we’re providing these email templates. They’re designed to help you provide clear, professional responses that build trust, justify your pricing and guide couples toward the next step in the booking process.

So, keep reading to learn when and how to use these templates created specifically for wedding pros. 

4 Email Templates for Tough Pricing Conversations

Here are four essential email templates for handling those tough pricing questions from wedding clients. 

1. Responding to initial pricing inquiries

More often than not, couples start the conversation with this pricing question: “How much do your services cost?” 

While it can be tempting to quickly throw out a price, it’s important to remember that first impressions matter. A thoughtful, transparent response featuring your starting price or range invites them to explore your pricing and packages further and helps set the tone for the rest of your communication. 

When to use this template

Here are some common questions couples ask to signal that this template is the one to use:

• How much are your services?
• What price ranges, packages, and other products do you offer?
• How much do couples spend with you on average?

Your pricing template

Hi [Name],

Thank you for reaching out, and congratulations on your upcoming wedding! I’d love to be part of your special day. 

My services start at [price] and vary based on the package you choose. You can find all of my pricing details and what’s included in each package in the attached PDF. 

Please let me know if you have any questions. I’d love to share more specifics about what my services would cost for what you are envisioning. Would you like to schedule a time to chat?

Best,
[Your Name]

2. Justifying your pricing

Once a couple sees your pricing, they might start comparing your services to other vendors. If your pricing is higher than other quotes they’ve received, you may need to explain the value you provide. This is your chance to highlight your unique offerings and expertise, and to justify your rates by referencing the reviews featured in your Storefronts.

When to use this template

Questions couples ask to signal that this template is the one to use:

• What’s included in your rates/packages?
• Why are you more expensive than other wedding vendors I’ve spoken with?
• I was referred to you by a friend, and they told me you charged $X. Why did your prices go up?
• Are there any other fees not included in the cost?

Your pricing template

Hi [Name],

I understand that pricing is an important factor in choosing your wedding vendors, and I want to ensure you feel confident in the value you’re receiving. With my [# years of experience], I offer [specific service or feature that differentiates you] to ensure your wedding day goes exactly as planned.

In addition, my clients have found my services to be worth the investment, as shown in their reviews here [insert link to your Storefront reviews].

Would you like to set up a call to go over everything in more detail?

Best,
[Your Name]

3. Handling pricing objections

When couples bring up budget constraints or ask for discounts, it’s important to offer flexibility without lowering your prices. By presenting options that suit their budget while maintaining the value of your services, you can accommodate their needs without undercutting your offerings.

When to use this template

Questions couples ask to signal that this template is the one to use:

• I only need you for 4 hours; can we customize your 8-hour package to be less?
• Do you offer discounts?

Your pricing template

Hi [Name],

I completely understand that budget is a key consideration for your wedding. While I don’t typically offer discounts, I do have a range of packages that may suit your needs. For example, my [Package A] starts at [price], while my [Package B] includes additional services like [feature] that may be valuable for your big day.

I’m happy to work with you to find the best fit for your budget and vision! Could we set up a time to review which package best fits your vision?

Best,
[Your Name]

4. Following up after sending pricing

If you’ve answered all the couple’s questions, it can get quiet for a bit. That’s because couples often need time to consider their options. So, once you’ve sent your pricing, following up is a crucial step to keep the conversation going. A gentle nudge with an offer to answer additional questions or discuss your packages further can make all the difference in moving toward booking. 

When to use this template

If you don’t hear anything after sharing your pricing, it’s typically best to follow up within a couple of days. 

Your pricing template

Hi [Name],

I wanted to follow up and see if you had any questions about the pricing I sent over. I’d be happy to chat more about the packages and payment plans I offer and help you find the best fit for your wedding.

Is there additional information I could provide to help you make the best decision for your big day? 

Best,
[Your Name]

Conclusion

Pricing conversations can be challenging, but with these email templates, you’ll be well-equipped to handle even the toughest questions with confidence. 

By providing clear, transparent answers and emphasizing the value of your services, you’ll build trust with potential clients and increase your chances of booking more weddings. And remember, keeping your Storefronts at The Knot and WeddingWire up to date with your latest pricing details will help you maintain consistency and transparency across all your client communications.

Please note: WeddingPro and the materials and information it contains are not intended to, and do not constitute, financial or tax advice and should not be used as such. You should always consult with your financial and tax advisors about your specific circumstances. This information contained herein is not necessarily exhaustive, complete, accurate or up to date and we undertake no responsibility to update. In addition, we do not take responsibility for information contained in any external links, over which we have no control.

Photo credit: Delmaine Donson | Getty Images