Diversify!

In London, some folks are getting ready to open up something of a wedding superstore. You’ll be able to buy dresses and tuxes there, but that’s only the beginning.

You can order stationary. Test out the fare of, and book, caterers. Ditto for DJs, who will have sample recordings and videos.

Wedding insurance. EVVVVERYTHING.

By Gadfrey, you can even book your wedding to be held at the store, which has a 400-seat wedding venue.

It makes me wonder why here on the other side of the Atlantic, we are so much more specialized about weddings, and how you, the wedding professional, can make bank by bucking that trend.

I’m not suggesting that DJs suddenly learn how to become wedding florists. Or am I?

Think of it this way:

Currently, you perform service A. Your normal yearly expenses for conducting service A is $20,000, and your profits are $80,000.

But if you take on service B, your expenses could rise to $30,000 while your profits shoot up to $120,000.

So by this model, you stand to make money – but your clients would stand to SAVE money if they hired you for two services they would normally hire two people or businesses for as long as you give a discount (but not enough of one to erase your profits!) for hiring you for both gigs.

Obviously, it’s not quite that simple. People may be reluctant to hire the same (to stay with the above example) DJ and florist, thinking the work of both will suffer.

Lucky for you, there’s some steps to take to give your clients full confidence in any service you branch out in:

Go Big On The Evidence

Obviously, if you’re known as a DJ, people are going to be skeptical of your floral abilities. So you better have some great-ass arrangements and pictures and video of said arrangements to demonstrate your clients have nothing to worry about.

Learn From The Best

Chances are, you have made friends in the industry who will take you under their wing inexpensively or even for free (that’s what friends are for, right?)

So find out if any of your wedding pro acquaintances who understand your plan will teach you a thing or two. This one comes with a couple of important caveats:

a) it’s better to find someone who doesn’t work the same turf, so to speak, as you plan to.

If I’m a master florist and my friend the DJ wants to learn the floral arts from me, I won’t want to help create a competitor. So I’ll either say no or, worse, give you BAD advice and try to sabotage you.

b) if it IS someone in the same geographical purview, try to work out some sort of fair, legal, and ethical arrangement, partnership, or job-sharing agreement so you don’t step on anyone’s toes.

The great thing about learning from other industry pros is a glowing recommendation from an established, well-known teacher can be as good as a client testimonial until you start getting those.

Manage Your Time Wisely

Obviously, what I’m suggesting here means taking on more work.

That doesn’t mean you have to cut in to your work/life balance, or indeed do away with much free time at all if you use your time wisely and creatively in ways you hadn’t necessarily thought of before.

Go With Your Passion

Don’t pick something arbitrarily. You’re far more likely to be good at things that you like.

If you don’t already feel a pretty big affinity for a part of the wedding process outside your own business, maybe this isn’t the advice piece for you. And that’s…okay.

Do you offer more than one service to your wedding clients?
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Kevin Beane

Kevin Beane is from Akron, Ohio. He loves sports (check out his BBC-recognized column here), poker, and sleep, but above all comedy (particularly the sketch and improv varietals) which he performs around the Dallas area.

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2 thoughts on “Diversify! Make More Money By Charging Your Clients Less”

  1. Elizabeth says:

    A wedding superstore is very different to what you are suggesting solo businesses consider doing. While yes, this “could” work if you were to provide similar products ie the DJ also provides the lighting and photo booths while a florist expands to add table numbers, cutlery and fancy glassware. But on the other hand this starts to make you an overstretched jack of all trades who spreads themselves thin, has a small range and who battles for SEO as they try to cover too many things. In short, it is everything against what your earlier blogs have concentrated on.

    1. Hi, Elizabeth.

      It’s true that I’m much more inclined to suggest specializing as a means to increasing profits rather than diversifying. However, as the author of this piece suggests, offering more services to the clients you already have — when it makes sense for you, and that’s key — can also increase profits.

      I like presenting different strategies so that wedding pros can test and determine what works for themselves. This may not be something you’d want to consider for your own business, but someone else might.

      Thanks for taking the time to comment. 🙂

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