Luxus-Positionierung bei Hochzeits-Entertainment

0:00Unternehmer/Gast Totally, totally. So, we do a luxury kind of unique blue ocean. We're trying to dominate this category >> Okay. >> for a luxury wedding entertainment. It's not live bands, it's not a live DJ, it's this kind of combination group. >> Dude, I love that. >> The industry is starting to know. It's called a hybrid DJ band kind of concept. Now, there's not high search volume, >> Yeah. >> when we do get exact match people searching for us, >> Yeah.

0:23Alex >> a lot of times they are our right fit, and we are closing, you know, people in that kind of 10 to 30k price point range. >> Dude, I love it. Actually I actually just I what you said the hybrid DJ whatever, that's like feature jargon. Like I as somebody who well, I'm not I'm past I get I'm not past wedding age, sorry. But like >> [laughter] >> but like the when you said luxury wedding entertainment, that I'm I mean I'm a luxury buyer, right? That struck a chord. To be fair though, the price sounded cheap for what it sound what I what I would imagine cuz luxury to me denotes significantly more expensive.

0:56Just as a side note. >> True. True. I mean, you honestly there's, you know, for the ultra 1% where where the where the downsell to the ultra 1% >> Yeah. >> still head room for us to ascend in price. >> Do you have a 100k option? >> We don't, but >> Okay, can we do something right now? Like right now, add a $100,000 option. Because you if you're in the luxury space, you don't you don't win on volume. You win on volume of dollars, right? Not volume of transactions. And so, if you're if you're doing all the work in the positioning of being luxury, then we have to capitalize on the sole benefit of luxury is that you can have super sky high prices. And if done well, which I think you will, it's it's it's a Veblen good, meaning the more you raise the price for the right buyer, the more they want it, not the less they want it.

1:45Alex >> Mhm. >> everybody finds us, they're like, "Man, your brand is like the five star Four Seasons. You're you're my my pre-conversion price >> Dude, I will bet you right now that you're like this is this is not a promise to anyone who's watching or listening, but if I were to bet, I would bet that if you were to double or maybe even triple your prices, you will close at a higher percentage. Because 10 to 30k doesn't sound luxury to me, man. I wouldn't even believe it. It's incongruent with the messaging.

2:13>> I mean the the the the luxury people they're you know, 300k 500k flowers. >> That's what I'm saying. Like you're like dude the and so I mean my if I'm you, right? My sales pitch and do you have a VSL before you talk to these people? >> I just made one. >> Okay, great. >> Pre-follow up to to our Zoom call. Yes, so now I have a here's our stuff. >> Are you running ads? >> Only Google ads a four a seven x return on ad spend, but we're not doing anything on on social yet.

2:38Alex >> Amazing. Is it a is it a pure opt-in? >> Yep, request a quote after they've dabbled on our site, pure opt-in um >> Okay, dude. So let me let me just let me just I'm going to cut through like let me just let me let me love you. Okay. So this is what this is what I would if I'm you if I had to transport brains and like this I have to take over the business tomorrow. The opt-in would not be request for quote. That's like the lowest converting thing that you can do. All right? Instead, I would have it be a questionnaire about the wedding, right?

3:05So and it make it seem like it's like oh that way we can tell you the exact perfect type of you know, entertainment experience for a luxury wedding that would match your style wedding blah blah blah blah, right? So they answer five six seven questions, whatever. Then on the thank you page, they either if they have a budget that's high enough, they get shifted straight to the calendar where they can have the call. Um or if they're not, then you just send them to a PDF or something like that, right? Uh so if they are qualified, they go to the call. Okay. Now, if at that point you have the booking, then you nurture them by sending them the VSL before the call and then you put a secret word in there that says, "Hey, would you rather us watch it together?

3:37Alex Would you rather watch it on your own?" All right? The everybody's going to say, "Oh, I'd rather watch it on my own." which is great, but now they're committed to watching it, which is the point. And if for some reason they forget to watch it, then you've already set the seed so that you're like, "Oh, did you did you get a chance to watch the thing?" which if you put a secret word inside of it saying, "Um hey, by the way, uh just so we're prepared, uh tell us the head count of your wedding. Just text the person who texted you this back. And so you should get numbers that are like 50, 195, whatever. But then that way you know they actually watched it, right? And so then when you hop on the call, you reconfirm they watched it, and then the first however many minutes, um if they didn't, you say, "Hey, no worries. I'm going to grab a coffee, go watch this video." And then you'll pick back up, right? Just as an easy way to uh make sure that every single person is pre-framed properly for the call. Now, the contents of that VSL, I know you already filmed it, uh but the contents of the VSL the way I would think about it would be how Basically, I want to I want to break frame here. It's like, "Okay. So, what do you think people remember the most about the wedding?"

4:32Alex Right? And I again, I would look at statistics, I would look at surveys, I would do whatever I could to try and have like the thing that people remember the most is this. The thing that people spend the most on is this. And so no one remembers where they had chicken or steak. No one. But what they do remember is how good of a time it was. That's where memories are made. And so we should be spending our money in proportion to the memorability or the like basically the memory contribution if you know, of size of each dollar, right?

5:04Alex >> Mhm. >> And so this would be the frame that I would enter the conversation with. And so if they're spending 500,000 on flowers, no one remembers the flowers. Everyone remember what the entertainment was. >> It's really good, man. >> That's the frame. And then you can start selling 100,000, 150,000. Dude, you're luxury. Like, we're luxury. Let's go luxe, right? Let's make Let's feel it.

5:31Alex >> And just continue to be uh messaging-wise, you know, more and more unique as as we do it. >> Yes. And so I would again, I mean, I said put a 100K offer up there, but like 100K I think is probably where you is going to become your bread and butter. Mhm. Just being real. Like, you need a 250,000 Like dude, if you're luxury luxury weddings, you've got a Bridezilla, and dad's paying, and he's a, you know, a hedge fund manager, he doesn't give a [ __ ]

5:59>> Damn, mind-blown, brother. >> Yeah, as a luxury consumer, like let me tell you, they will spend. They just want the best. And right now your price is actually I I I honestly think are hurting you. 10K for a wedding is like the napkins. >> We get so many people that don't flinch, right? And >> Right. What's your close rate Yeah, what's your close rate now?

6:23>> Um, close rate, you know, we we meet with 10, we probably close, uh, I think like 20% out of it. So, like about 20% close rate of booked calls. >> Yeah, yeah. Of booked calls. Okay. >> Of booked calls. >> Well, how many of those would you say you cancel cuz they're just not qualified? >> They cancel themselves. Our automation shows them our pricing in advance. So, they'll set up a meeting, and then they'll cancel it. It's like, oh [ __ ] >> Yeah, that's the thing. So, what I started with, like that's where we have the question flow, rather than you know, request an invoice. It's like, no, like take our perfect entertainment quiz, perfect match to entertainment quiz. They go through it, and then it automatically sorts them, so they don't even see your county. You don't have to waste your time with it, right?

7:04>> them out with the budget questioning >> Yes. What percentage of the calls that you take do you close? Not of called not of scheduled. >> Um, how many do we take that are actually like you mean our show up rate? >> Yeah, well, yeah. Showed calls that you make an offer to. Of the offered people, what percentage close? >> Of the offered people, what percentage close? Probably 20 to 25%. About 25%. >> Oh, so the vast majority don't cancel their call.

7:31>> They don't. We got a 90% show of the people that, you know, that, you know, get on our calendar. >> So, the way that I framed it is what that needs to be reflected in that VSL. It needs to be reinforced at the beginning of the call. You should be anchoring around $250,000 expenses. Uh so that when you say your price, it'll seem like way better. Um and I think that you start with the 100k and you really do like go for the 100k. And if you want um so obviously you just got a bunch of bucks, but the anchor upsell, which is the in the uh upsell uh attraction mechanisms, the way to really really juice it, if you want to get nasty with it, is that you present the 100k offer. All right, that's now your new offer, okay? Just I don't want you to like wrap your head around that. 100k is the offer, but your your your core offer right now, which is your 30, right? Let's make it 35 cuz that's the same thing anyways. So make it 35, but what you're going to do is you're going to look at the 100k and you're going to say, of these things, what one thing is just really specific that most people don't particularly need except for somebody who's a super baller, but everyone else is really happy with nine out of these 10 things.

8:38And so what you do is you have the 100k thing and then some people just say, yeah, I want the best thing. Done. They don't even care anything. They just say yes at 100. If they say no, then you say, oh, you know what? Well, do you care a lot about where the DJ was born? I'm just giving it a a stupid example. But if they're like, oh, no, I don't care about where the DJ was born. You're like, oh, well, we have this other thing that's $35,000 cuz somebody really care about that. But if you don't care about that, then this is 35 and it gets you I think a lot of things that you wanted.

9:05And they're like, oh, yeah. Because when you do an anchor upsell properly, right? The first thing is like you want to get the whales and you want you got to commit to it. You can't just like toss it up and then be like, oh, you don't want that and then start selling the other thing. You have to truly sell 100k. You got to commit. And they have to really consider it, otherwise anchors don't work. If they really consider it, then they're already starting to justify why it would be worth $100,000. And then when you just say, cool, well, this thing's 90% similar and it's 1/3 the price, then they're like, oh, done. Yeah. Yeah, yeah, yeah. And And now all of a sudden everybody's buying your most expensive one at your current most expensive one.

9:39And maybe 10% or 20% buy your 100k. And if I'm right, 30% are buying your 100k. And just by doing that we doubled LTV. >> Thank you, brother. I know you spent some extra time with me, man. >> You're good. I want to help. >> Happy birthday, man. Congrats with everything. >> Well, I appreciate you. If I make you more money, you donate more books, you help more people, we save the world, everybody's happy. >> Yeah, brother. Thank you [snorts] so much.

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