I think we all 'get' the idea that everyone cannot possibly be our ideal customer....

.... and that trying to please everyone sets us on a path to building a company that is yawn-ville for all and delightful to few.

But it's another thing all together when you are sitting in front of a possible client listening to them try to politely tell you that they cannot afford your prices.

At times like that when we REALLY want this customer, when we KNOW we’ll do a great job, that letting them go can feel like such a bummer.

Photo by Dennis Wise, Vintage Rentals by Vintage Ambiance, Floral and Botanical elements by Lola Creative, Stationery by Kerri Effendi

I can help, but first a story.

I recently had a ‘not-my-customer’ tell me she couldn’t afford my services. ⠀

And instead of feeling bad, or trying to see if there is a way to make it work for both of us… I first asked her some questions. The first?

With total curiosity and zero judgement, “What do you mean when you say you can’t afford it?”⠀
It’s taken me a long time to have these money conversations with peace- without making it about me or what I’m offering.⠀

It may seem ridiculous to ask a question like this but NO, or I can’t afford it can actually mean any number of things…⠀⠀⠀⠀⠀⠀⠀
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What it really means when someone tells you they cannot afford you is one of the following:⠀⠀⠀⠀⠀⠀⠀⠀⠀
1. “ I don’t value your services at that price”⠀⠀⠀⠀⠀⠀⠀⠀⠀
2. “ I haven’t made the mental space to consider how I could afford this.”⠀⠀⠀⠀⠀⠀⠀⠀⠀
3. “I could technically afford this but I haven’t made the mental space to consider that I am the type of person who buys this”⠀⠀⠀⠀⠀⠀⠀⠀⠀
4. “I don’t trust you”⠀⠀⠀⠀⠀⠀⠀⠀⠀
5. “ I am prioritizing other things.”⠀⠀⠀⠀⠀⠀⠀⠀⠀
6. “I literally cannot afford it” (most likely the issue is #5 and not this)⠀⠀⠀⠀⠀⠀⠀⠀⠀
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You see how 2,3, and 4 are issues that you could learn so much more about this client and could actually lead to a booking. ⠀

Here's some ideas on how to know and what to do about it.

1. They value what you offer but at less than what you value it at....

No prob. Can you find a way to reduce your time or materials? can you eliminate some option? Yes? great. Win. Win. No? no prob. they are not your people.

These are the folks that a previous version of you would have bent your own rules because you love the couple so much and they've had 'X' hardship and then you show up to their wedding and they've hired 3 videographers and a drone, and a classic jaguar to take them to the reception. ⠀⠀

2. “ I haven’t made the mental space to consider how I could afford this.”⠀⠀

You'll know this is the real reason if you know they LOVE the vision you've laid out. They know you are the person they'd want to hire, and it's likely they have the money- they've just never considered spending this much money on something like this.

This one just takes some understanding and compassion. You can say things like," so many of my past customers have been shocked just like you are- you've just never spent money on flowers and decor before... it' makes sense your brain would want to pump the brakes." Then just lean into that vision you gave them. ⠀⠀⠀

3. “I could technically afford this but I haven’t made the mental space to consider that I am the type of person who buys this”⠀

For some, this might be a status thing. They want what you have to offer, they want you to do it... but they worry what other people will think of them for going 'all out', or by keeping it simple.

For these people, I like to talk about what it means for them, and have them think about what this wedding is all about... a celebration of the two of them.... or maybe it may actually be about honoring their parents desires.

4. “I don’t trust you”⠀

This is likely someone that doesn't know you. This is why I do not send out proposals without talking to the couple first.

Sometimes it's just a misunderstanding somehow.

If you have met them somehow then you will know this is happening because something feels off or funky. I don't investigate these, just thank them and move on.

5. “ I am prioritizing other things.”⠀

This one you typically find out with after the fact- after you show up and are surrounded in premium services and products from others.

Though this seems harsh to not value your services, it's perfect. Each customer should prioritize their budget exactly how they value everything in their wedding.

It does not mean, however, you are doing it wrong and should negotiate your prices.

Photo by Dennis Wise, Vintage Rentals by Vintage Ambiance, Floral and Botanical elements by Lola Creative, Stationery and screenprinting by Kerri Effendi

You know what it feels like to show up to a wedding to deliver flowers for which you were well compensated- when your couple doesn't really value flowers very highly? - regular... sort of like normal work. No drama.

The key is learning about what your client actually wants (it’s not what you think), and knowing what you are selling (it’s not what you think).

Then... actually talking about money with them... (gasp!) I know..... like all out in the open and stuff.

If this stuff is blowing your mind, you will love our three part webinar series. It’s free. Just sign on up.

You’ll learn:

What your Wedding and Floral Clients REALLY Mean When They Say No.

where all your creative power lies- and truly what is possible for you and your business,

what it is you are actually selling,

and how to talk to your clients about money.