(Why Price Shoppers Are Lying To Themselves – And You)
Let’s talk about that email sitting in your inbox right now. You know the one. “Thank you so much for sending your pricing package, but we’ve decided to go with another venue that better fits our budget.” Your eyes are probably rolling so hard they might get stuck, because we both know what’s actually happening here.
The Price Shopping Saga
It starts the same way every time. They fill out your contact form, gushing about your venue. “Your space is EXACTLY what we’ve been dreaming of!” They’re already planning their photos in your garden, imagining their first dance under your chandeliers, and practically tasting the signature cocktails they’ll serve at your custom bar.
Then you send them your pricing.
Suddenly, that dream venue they couldn’t live without? It’s become “a bit over what we were thinking.” But here’s what’s really going on in their heads when they get your pricing guide:
First 5 Minutes: They’re staring at the number, mouth slightly open. They’re frantically texting their fiancé, “Did we allocate enough for the venue?” They’re already pulling up that budget spreadsheet their maid of honor helped them make (you know, the one based on 2019 wedding costs).
Next Hour: They’re deep in wedding Facebook groups, asking “Is $X normal for a venue?” without providing any context about market, inclusions, or season. They’re getting responses from helpful strangers in rural Minnesota comparing your downtown city venue to their cousin’s farmhouse rental.
That Evening: They’re three hours deep into hate-scrolling other venue websites, convinced everyone else must be cheaper. They’re screenshots-comparing prices without reading the fine print about what’s actually included. And they’re definitely not adding in all those rentals they’ll need at that “cheaper” blank slate venue.
The “Budget Venue” Fantasy
Here’s what they’re not telling you when they say they found something more “budget-friendly”:
That brewery venue they’re considering? Sure, the rental fee is lower. But they haven’t factored in the cost of rentals, setup time, teardown fees, or the fact that they can’t start setting up until 2 hours before their ceremony because it’s an active taproom. (Good luck with that timeline, friend.)
That “amazing deal” at the historic building downtown? They didn’t read the part about mandatory preferred vendors with minimum spends that would make your all-inclusive package look like a Dollar Store bargain.
That rustic barn that’s “half your price”? Just wait until they price out the tent rental for rain contingency, portable restrooms that don’t feel like a music festival, and enough power to run more than two crockpots at once.
The Real Reason They’re Running
When couples ghost after getting your pricing, it’s rarely about the actual number. It’s about the story they’ve been telling themselves about what their wedding “should” cost.
Their price education probably went something like this: Their just-married friend (who tied the knot in 2021, during peak Covid reschedules) told them about their “amazing deal.” Their parents (who got married in 1992) have a very specific opinion about what venues should cost. And that wedding planning app they downloaded is still somehow using data from when “rustic mason jars” were revolutionary.
Breaking Through The Price Panic
Smart venues know how to handle the price panic before it sets in. The moment you send that pricing guide, you need to control the narrative.
Within the First Hour: Send them a “before you start comparing” guide. Break down exactly what makes venue pricing so different. Share real stories of couples who almost went with the “cheaper” option and why they ultimately chose you. Make it personal, make it real, and make it make sense.
By the End of Day One: Give them the tools to compare venues accurately. Send them a checklist of hidden costs to watch for. Share a timeline breakdown showing why your “expensive” venue actually saves them money in the end. Help them be smarter shoppers – because educated couples become your couples.
Converting the Price Shocked
When that “we found something cheaper” email comes in (and it will), don’t panic. This is actually your moment to shine. Because while they’re telling you they found a better deal, what they’re really saying is “help me justify your price.”
Send them real examples of how your “expensive” venue saved couples money. Share stories of the disasters you’ve helped avoid. Show them what their perfect day actually costs at that “cheaper” venue once they add in everything they need. Make it impossible for them to ignore the value gap.
The Bottom Line
Stop letting couples ghost you over price. Start controlling the price narrative from the moment they fall in love with your space. Because the truth is, they’re not finding cheaper venues – they’re finding different problems they haven’t priced out yet.
Ready to turn price shoppers into value believers?
P.S. That couple who just told you they “found something in their budget”? They could be back in two weeks when they realize that budget venue isn’t the bargain they thought it was. Be ready.
