The Human Touch: Selling Services Beyond the Price Tag

Recently, I found myself in a situation that highlighted a crucial lesson for anyone in the service industry, especially those in the event space. A close friend's mother had passed away, and given my past experience with event photography, they asked for my assistance in finding photo and video providers.

I reached out to my network, connecting with talented photographers and videographers in Imo State who could also provide drone and livestreaming services. After gathering information, I advised the family that a realistic estimate for all four services would be between 700,000 to 900,000 Naira.

However, my friend's budget was a stark 350,000 Naira. A significant gap, especially considering the current economic climate and market rates. I communicated this reality to the vendors I was in contact with.

What followed was telling. Two vendors simply faded away, likely deeming the budget too low. Two others, however, suggested we explore a compromise, proposing a budget of around 500,000 Naira, removing the livestreaming component, and offering a more streamlined proposal. I requested these proposals, promising to connect them with the family.

One vendor sent me a standard price list. While useful, it lacked the personalized touch needed for this sensitive situation. It wasn't a tailor-made proposal that addressed the family's specific needs and circumstances.

This experience reinforced a key principle: while having a pricing policy is essential, simply sending a price list is rarely enough to secure business.

Why? Because people buy from people they know, like, and trust.

A price list, no matter how detailed, cannot convey these crucial elements. It cannot build rapport, understand the client's vision, or address their specific concerns.

Here's what I recommend:

Start with a conversation: Before anything else, engage with the potential client. Feel them out, understand their needs, and discover their vision. What problem are they trying to solve?

Identify priorities: Some clients prioritize a single physical memento, while others seek a grand, "once-in-a-lifetime" event. Others need to prioritize livestreaming for those abroad. Understanding these priorities allows you to tailor your approach.

Present solutions, not just prices: Based on the conversation, you can either recommend a suitable package or create a customized solution. This demonstrates your expertise and commitment to meeting their needs.

Build trust and rapport: The initial conversation allows you to showcase your personality, professionalism, and expertise. It's an opportunity to establish a connection and build trust.

Delay the price list: Your standard price list or packages should come later in the conversation, after you've established a connection and understood the client's needs. Ideally, written materials come at the end, when terms are agreed upon.

This approach creates a memorable experience and builds a genuine connection. When you prioritize relationships over price lists, you're more likely to win clients and build a sustainable business.

In today's competitive market, the human touch is more valuable than ever. Remember, people don't just buy services; they buy relationships.

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