Just Give Me Your Lowest Price, Ok?

Being in the entertainment/booking industry, I get a ton of emails daily asking what a particular celebrity costs for an event.  Most of the time, these people are just price shopping, so I give them a high price to drive them away because I do not want to deal with a customer that spends a large amount of their time looking for the absolute lowest price.  The way to determine if someone is a price shopper is to see if it is the first and only question they ask, how they react to price, and asking what they look for in a company before using them.  Even when I meet face to face with a client, if they are insistent on getting the lowest price, I tell them that I am not the lowest priced provider and that they can surely find someone cheaper, but to keep in mind that you get what you pay for.  This refers to their service, follow up, quality, reputation and more.  I basically make them fear a low price rather than embrace one.  For example, if someone told you that they just bought a brand new Rolls Royce car for just $40,000, you would not think that they got a great deal, you would ask them what was wrong with it and why it was so cheap.  You would be fearful for them.  That is how I deal with price shoppers and you should too.

Josh Gair – Impact Entertainment



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