When a couple says your service is “a little out of budget,” your instinct might be to explain why it’s worth it. Maybe you start listing everything that’s included or telling a story about a past client who was thrilled they paid more.
But what if I told you there’s a better way? One that doesn’t rely on persuasion or performance—but connection.
It’s called labeling, and it’s one of the simplest, most powerful negotiation tools you can use.
Labeling is the act of naming what someone else is feeling—out loud.
You’re not accusing, guessing, or judging. You’re simply identifying the emotion beneath their words and reflecting it back.
And here’s the magic: when people feel seen, they stop resisting. Their guard drops. They talk more. They open up.
That’s when the real negotiation begins.
Chris Voss calls this “tactical empathy.” In the wedding world, I call it the difference between a vendor who discounts to close—and one who connects to convert.
Let’s say a bride says:
“I really love your work, but that package is more than we were planning to spend.”
Instead of defending your price, try:
“It sounds like you're feeling a little overwhelmed with all the wedding costs.”
“It seems like this number caught you off guard.”
“It looks like you’re trying to be really careful with your spending.”
Notice the formula:
“It sounds like…”
“It seems like…”
“It looks like…”
This structure keeps your statement soft, non-threatening, and open-ended. It gives your client a chance to clarify, correct, or elaborate—all of which give you valuable information.
And when they say “That’s right”?
That’s your signal they feel heard.
Because wedding purchases are emotional. You're not selling a spreadsheet of services—you’re selling peace of mind, dreams, legacy.
When a couple pushes back on pricing, it’s not always about the number. It could be:
Fear of choosing the wrong vendor
Pressure from parents footing the bill
Embarrassment about how much they’re already spending
A genuine misunderstanding of what's included
Labeling gives you access to that deeper level of concern without forcing it out of them. It’s gentle, strategic empathy.
Here’s where most vendors go wrong:
The moment they hear a price objection, they start proving.
They say things like:
“Well, that includes 12 hours, two shooters, an album, and a drone…”
Sounds helpful, right? But when someone’s worried or nervous, logic can feel like pressure.
Instead, use a label first. Get them nodding before you start educating.
Client: “That’s just more than we hoped to spend.”
You: “It sounds like you're trying to keep this wedding from getting too out of control.”
[pause—they nod, sigh, or talk more]
You: “That makes total sense. Can I share why this package is structured the way it is?”
Now they’re listening. Now they’re ready. Because now they feel seen.
Labeling isn’t about caving or apologizing. It’s about creating enough emotional clarity that the conversation can move forward.
So what if the client is clearly price shopping? Label that too.
“It seems like you're comparing multiple options and trying to figure out what really makes each vendor different.”
That kind of label doesn’t just validate—it positions you as someone who understands how they think. Someone who’s working with them. That’s influence.
To master this, you need to practice. Start labeling people in everyday situations.
At a coffee shop: “It sounds like it’s been a busy morning.”
With a colleague: “It looks like this deadline is weighing on you.”
The more you do it, the more naturally it’ll come up in client conversations—especially when things get tense.
If you’ve ever felt backed into a corner when a client challenges your price, you’re not alone. But you’re also not powerless.
You don’t have to offer discounts to earn trust.
You don’t have to explain yourself into exhaustion.
You just have to listen… and label.
Because when a couple feels understood?
They stop trying to control the price—and start trusting your process.
And that, my friend, is how real relationships (and real bookings) begin.
—Bailey J.
