How to Use The 6 Principles of Influence to Book More Event Clients
Have you ever felt like you want to price your event clients services properly, but you feel scared to slap a price on your services?
Maybe you imagine giving your event clients a price only to have them hire another planner…
How do you show value and influence your clients so they aren’t just focused on what you’re going to charge them?
Deciding how much to charge for your event services is a topic we’ve talked about before.
But as you know, one size does not fit all when it comes to charging for your event services. It’s important to find your sweet spot AND influence your client’s decision so you show value, and it’s not just about answering, “how much do you charge?”
Just because you’re an event planner, doesn’t mean you offer the same services as every other event planner in your area, nor should you!
It’s important to your success to consider what area of event planning you want to specialize in, your experience, and the type of clients you want to work with. For example, will you work with CEOs or brides or charities? Will you have a minimum charge or do you want to be the lowest price in town (I don’t recommend this option!)?
Today we’re going to talk about Robert Cialdini’s 6 Principles of Influence so your clients stop comparing your price to your competitor’s fees and they stop pressuring you to drop your rates!
(If you haven’t read the 6 Principles of Influence yet, I highly recommend it!)
One of my favorite parts of this book is that it creates a win-win situation for you and your clients and it uses proven ways to help make you more successful.
6 Principles of Influence
Principle #1: Reciprocation
Reciprocation recognizes that people feel indebted to those who do something for them or give them a gift. In other words, to treat others as they’ve been treated.
For event planners, give something of value: information through blog posts or case studies, free samples, a hand-written note after meeting with clients, or a positive experience and they’ll want to give you something in return.
Principle #2: Social Proof
When people are uncertain about making a decision, they rely on their peers to help them choose.
By using client testimonials it shows your prospective clients that others, who are similar to them, have used your event services and they’re more likely to hire you too.
Have you ever heard either of these two messages?
“If our lines are busy, please call again” or “Operators are standing by.”
The first response implies that other people like your offer so much that the phone lines are busy, which may persuade others to act similarly.
Principle #3: Commitment and Consistency
People like to honor their commitments and are more likely to follow through after agreeing to something verbally or in writing.
People want to be consistent and true to their word so getting clients to (publicly) commit by saying ‘yes’ makes that commitment more powerful and they’re more likely to hire you.
Ask your clients if they’ll hire you and share why your services would benefit them.
For example, don’t tell event vendors: “Please call if you have to cancel.”
Instead, ask: “Will you please call 72 hours before if you have to cancel?” because getting a ‘yes’ increasing their chances of commitment.
Principle #4: Liking
According to Cialdini, “People prefer to say ‘yes’ to those they know and like.”
And, according to his research, your event clients are more likely to favor people who are physically attractive, similar to them in some way (even having the same name helps!), or who give them a compliment.
So, event planners can improve their chances of getting hired by learning about the clients existing likes and dislikes.
Principle #5: Authority
People want to follow experts: Business titles, beautiful clothes, or even driving an expensive car can lend credibility to any individual because when clients are uncertain, they look to get information and answers from others.
Getting client testimonials for your event portfolio and website helps clients respond and buy because it positions you as an authority in he event industry.
Principle #6: Scarcity
The more rare and uncommon something is, the more people want it.
If you’re a Zappos shopper like I am, you’ve seen the ‘1 More Left” signal, which makes me want those leather boots even more!
Cialdini says that, it may be worthwhile to switch your messaging to show the potential for a wasted opportunity and to highlight why your event services are unique or rare.
– “Don’t miss this chance…”
– “Here’s what you’ll miss out on…”
I’d like to hear from you.
Let me know…
Which of these 6 Principles of Influence are you currently using and which ones are you going to start using?
I’m excited to hear your thoughts,