THE IMPORTANCE OF NEGOTIATION
Let’s say you're quoting for a wedding. You tell the couple your fee, and they reply, “That’s a bit more than we were expecting.” If your instinct is to immediately lower the price to win the booking, it’s worth pausing. There’s another way to respond that can serve both you and your client better.
What Do They Really Want?
Price is one part of a bigger picture. When a couple hires a DJ for their wedding, they’re not just paying for music - they’re investing in a memorable atmosphere, a packed dance floor, seamless transitions, and the confidence that you’ll manage the entertainment flawlessly so they can enjoy their big day stress-free.
That means there are other things you can change or negotiate, rather than just the price itself.
Negotiation Is About Movement
A key principle of negotiation is this: if they want something to change (like a lower price), you can change something too - but it doesn’t always have to be the price.
For example, if a couple asks for a discount, you might respond with:
“If we reduce the set time by 30 minutes or drop the extra uplighting package, I can bring the price down slightly.”
Or:
“That price includes travel, a pre-wedding consultation, and a full backup system on site. If you’re okay with trimming some of that, I can adjust the cost.”
This approach preserves your value, while still showing flexibility.
Anchoring Your Price
It can also help to present a higher package first, so your standard offering looks even better by comparison. For instance:
Premium Package: DJ + lighting + photo booth + ceremony music + bespoke playlist planning – £2,000
Standard Package: DJ + lighting + consultation – £900
If you quote £900 straight away, they might think that’s high. But if they see it against the premium package, they’re more likely to see its value.
Understanding What They Value
It’s not always about cutting back. Sometimes couples will say, “We don’t want to go over £800.” But they might still want a high-energy dance floor, special requests, and a seamless MC service.
Rather than cutting your fee, ask them what’s most important:
“Is the full setup with lights essential?”
“Would you prefer an early arrival for setup, or a later finish?”
You’re showing that you’re listening and willing to tailor the service - but you’re also protecting your worth.
Negotiation Skills
Negotiation is something you can learn and get better at. And a good place to start is by understanding some research conducted by Neil Rackham, who examined 102 actual negotiations, and analysed what separates skilled negotiators from average ones.
Here’s what they did differently:
1. Preparation is Everything
One of the clearest differences between skilled and average negotiators was the amount of preparation they did beforehand. Skilled negotiators:
Considered twice as many possible outcomes (5.1 vs 2.6 for average negotiators).
Spent three times longer thinking about areas of...
To read the full article, you’ll need to have a physical copy of the magazine which you can sign up for here for 6 issues delivered to your door from just £16!
https://store.promobile.online/products/pro-mobile-magazine-6-issue-1-year-subscription
What Do They Really Want?
Price is one part of a bigger picture. When a couple hires a DJ for their wedding, they’re not just paying for music - they’re investing in a memorable atmosphere, a packed dance floor, seamless transitions, and the confidence that you’ll manage the entertainment flawlessly so they can enjoy their big day stress-free.
That means there are other things you can change or negotiate, rather than just the price itself.
Negotiation Is About Movement
A key principle of negotiation is this: if they want something to change (like a lower price), you can change something too - but it doesn’t always have to be the price.
For example, if a couple asks for a discount, you might respond with:
“If we reduce the set time by 30 minutes or drop the extra uplighting package, I can bring the price down slightly.”
Or:
“That price includes travel, a pre-wedding consultation, and a full backup system on site. If you’re okay with trimming some of that, I can adjust the cost.”
This approach preserves your value, while still showing flexibility.
Anchoring Your Price
It can also help to present a higher package first, so your standard offering looks even better by comparison. For instance:
Premium Package: DJ + lighting + photo booth + ceremony music + bespoke playlist planning – £2,000
Standard Package: DJ + lighting + consultation – £900
If you quote £900 straight away, they might think that’s high. But if they see it against the premium package, they’re more likely to see its value.
Understanding What They Value
It’s not always about cutting back. Sometimes couples will say, “We don’t want to go over £800.” But they might still want a high-energy dance floor, special requests, and a seamless MC service.
Rather than cutting your fee, ask them what’s most important:
“Is the full setup with lights essential?”
“Would you prefer an early arrival for setup, or a later finish?”
You’re showing that you’re listening and willing to tailor the service - but you’re also protecting your worth.
Negotiation Skills
Negotiation is something you can learn and get better at. And a good place to start is by understanding some research conducted by Neil Rackham, who examined 102 actual negotiations, and analysed what separates skilled negotiators from average ones.
Here’s what they did differently:
1. Preparation is Everything
One of the clearest differences between skilled and average negotiators was the amount of preparation they did beforehand. Skilled negotiators:
Considered twice as many possible outcomes (5.1 vs 2.6 for average negotiators).
Spent three times longer thinking about areas of...
To read the full article, you’ll need to have a physical copy of the magazine which you can sign up for here for 6 issues delivered to your door from just £16!
https://store.promobile.online/products/pro-mobile-magazine-6-issue-1-year-subscription
