Client Magnets Official Blog

Posts Tagged ‘buyer behavior’

It’s a lot easier to turn a ship that’s moving in the wrong direction than it is to turn a ship that’s not moving at all.

If you’ve been getting “analysis paralysis”, scratching your head and trying to figure out what your direction is, just pick a purpose and start heading toward it. If you’re off course, the market will correct you.

If you’re not heading in the right direction, the market will quickly give you feedback that will help you adjust. Just don’t get overly concerned that what you decide today is going to be cast in stone.

Don’t worry about picking the wrong area or niche at first. Don’t worry if you find that you’re being called an expert on something that you don’t want to be known as the expert on.

Areas of expertise can change. But you can only change your direction if you have already set out in one to begin with.

Bob Burg is the author of a book called “Endless Referrals.” He is now positioned as a referral expert and an expert on helping people to generate referrals for business.

When he first started out, his niche was memory experts. He noticed that people who took his memory courses wanted to improve their memory to remember the names of people they’d met at networking meetings and events. They wanted to improve their memory to achieve better business results.

As he spotted that connection, he started to focus more on being the referral expert. No one accused him of being a fraud because he was now a referral expert instead of a memory expert. The market let him know in which direction to steer his business.

When you set course in your chosen direction, look for niches and markets where it’s going to be easier for you to establish personal relationships and position yourself as an expert.

If the niche you do choose turns out to be an enormous amount of effort, you have to weigh whether or not it’s worth your while to continue down that road or take a different road to get business.

When Dan Kennedy, the marketing expert, was invited to submit a proposal to give a speech in Switzerland, he opted out. While plenty of other people would jump at the opportunity, and spend a day putting together a proposal to bid, that is not the way he wants to go after business. Perhaps it didn’t seem worthwhile to spend the time writing the proposal. The point is that you have to make the determination of how you want to do business.

Your niche will evolve with your business. It’s an actual evolution that happens in most any business. Look at my own situation. I started out as specializing, by trial and error, as a cold calling expert. But I didn’t stop at that. Today, I’m teaching people how to find new business and triple their income! The way in which I’m helping people and the types of people I’m helping is completely different from what I started out with.

But it’s turned out for the best for everyone!

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

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When you’re thinking about revealing the price of your product or service, think about your target audience. If you don’t, you, you could be pricing yourself out of your audience.  I recommend tailoring your product or services to different audiences.  By doing this you can build several price points into your offerings.

Start with the High Price Points First
When you’re thinking about your target audience, there’s a good chance you may be looking at more than one group of people. If your product or service can appeal to many different groups of people with only a little modification, you’ve got a very valuable product on your hands. In the event that multiple groups may be interested in your product, start with the high price points first.

When you start with a high price point, you can discuss custom solutions, coaching packages and high-cost products with your audience. An audience that can afford to pay a high price point is probably expecting a lot from your product, including some personal attention. For example, you might want to offer a complete coaching package and book about marketing at a high price point.

Then, after you’ve ran your coaching program or presented your executive conference, you can create a package targeted toward a lower price point. Starting with the highest price point first gives you many benefits: it helps you fully-develop your product or services, it gives you an opportunity to ask for more, and it helps to justify the cost when you offer a lower-priced version to other audiences.

Offer Less for a Lower Price Point
After you’ve offered your high-price-point solution to the audience that can afford it, tailor a package for your lower-price-point audience. For example, if you offer a 5-day coaching package to your high-price audience, you may offer a weekend workshop or half-day coaching packages to a mid-range price point. If your product has enough diversity, you could even consider a lower-range price point consisting of just the written materials and a DVD or CD recording of your high-cost event. There’s no shortage of ways you can modify your product or services to suit a lower-cost audience and still capitalize on using the same materials and techniques.

Sales Strategies in Order of Price Point
When you start with a high price point and then offer a product to an audience in a lower price point, you can actually use the high price point to justify your price. Saying things like “People paid $5,000 for this product, but I’m not going to charge you that” gives you the ability to offer your target audience a “great” deal. Likewise, if you offer less for your less-expensive price points, the high-price audience doesn’t need to feel cheated or disappointed, because they got more for their higher price.

Consider whether your product appeals to people in multiple price points, and create custom packages that cater to each price point. By offering a high-priced version to an audience that can afford it, and creating a lower-price version for a different audience, you can increase your earnings exponentially with hardly any extra work!

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

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Many people don’t use their business potential to the full. It is relatively easy to focus on your every-day business; the sales and marketing, the product or service; and forget that you can leverage your business to perform far more than simple day-to-day operations.

If you’re ready to turn your business into a serious money-making venture, it’s time to think about hosting a Big Pay Day live event. Hosting a live event and turning it into a Big Pay Day is a perfect way to boost your revenue, increase your income and turn your business acumen into big dollars!

How do you monetize your event, and how do you create the opportunity to service your clients better and increase your earning capacity? Let me share a few of my secrets with you …

1. Launch a new product or service. You can also use your event to launch a new product or service for your existing business. If you’re creating a new product line or have new services to offer your clients, launching them at your event is the perfect time to introduce the products and generate buzz.

2. Launch a high-end coaching program. Your Big Pay Day Event is the perfect time to launch a high-end coaching program. You’re hosting an event because you are an expert in your niche. You could be sharing your expertise about your business field, or sharing the keys to your personal success. Use your event to share your expertise, and then launch a high-end coaching program to help attendees achieve their own success. It’s a great way to monetize your knowledge.

3. Turn your event into a product. Don’t forget that you can turn your event itself into a product. Take video of your event and launch a series of DVDs, or take the written materials from event and turn it into a book. Be creative, and think of ways in which you can share your event in the form of a new product.

4. Build your reputation in the industry. Building your reputation in the industry gives you two benefits: you can boost your existing business, and you gain the leverage you need to launch new products and services. While building your reputation in the industry might not yield direct revenue, it can lead to the acquisition of new clients, as well as creating additional business with existing clients.

Decide How to Monetize YOUR Event
When you’re considering hosting an event, think about how you will monetize it. You can use any one of these strategies, or a combination of strategies, to yield revenue far beyond the registration fees you’re charging people to attend your event. Start with one of these strategies and build on it, depending on what you have to offer and the resources you can leverage while you’re planning the event. Think about your business plan and your business goals. Ensure your strategies are consistent with helping you achieve your goals and your BIG PAY DAY!

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

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Consider your role as a consumer. When you’re shopping, do you look at the products first, or the price tag first?

If you looked at the price tag first,
retailers would pick up on that and simply offer a collection of price stickers inside the front door. You would choose what you could afford, and then the actual product would be a surprise – possibly an unpleasant one.

You don’t shop that way, and neither do the people that you have identified as your perfect clients.

Prospects want to know your prices, but unless your prices are preceded by the benefits that you’re offering, consumers will have nothing to gauge those prices against.

Follow these four steps to eliminate your fears in revealing your price. Gain the confidence you need to make the most out of your requests for cash:

1. Present what you’re offering. Answer the timeless questions: Who? What? When? Where? Why? How? Keep it simple. If you make it too complicated, those raised hands might start to return to laps.

2. Summarize the benefits. Because you’re offering specific solutions to specific problems, this step should turn on light bulbs in your prospects’ minds. This is the step in which you convince them that you are their answer.

3. Introduce the price. By now, your listeners or readers are absorbed in what you’re offering. The benefits are foremost in their minds, as is the question of price. Reveal your pricing while the question is still in their minds; and before it reaches their lips. Perfect placement of price revelation makes it comfortable for you and acceptable to your audience.

4. Map out a direct route for the money. Make it crystal clear how easy it will be to sign up, jump on, or join in on your program. Prospects should leave your teleseminar, your sales page, or your conference without any questions about how to participate. Or, better yet, they should leave already having signed on. Make it possible for them to sign up immediately. Make it easy for them to do so.

When your appeal is placed correctly, while all of the most fantastic points of your product or service are fresh in the minds of your audience, you will not only feel more confident in asking for money, but your prospects will have more confidence in their spending.

After you identify your sea of raised hands (those people whose problems you can solve, and whose interests you have piqued), you’ll need to devise an effective method for telling them how much cash they will need to jump onboard.

The steps I’ve outlined here make up an excellent plan for starting to ask for money. As you proceed, you will learn to tweak your own presentation to meet the needs of the people in your particular niche. You will learn to identify the exact moment in time when they are most receptive to pricing, and when your presentation best complements that revelation.

When considering how to properly sandwich your asking for money in your presentation, consider your own shopping habits. You see the product. You consider how it could benefit your life. You look at the price tag. You proceed to the check-out. You leave the store with the satisfaction of knowing that you fashioned your own shopping experience.

Give your prospects that luxury. Take the time to learn about what price placement gets the most lucrative results for your business. You’ll soon discover that timing is everything – especially when it equates to money on your pocket.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

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Individuals look at products all day – on television, in newspapers, and in magazines – but unless you can find a way to make your product or your service appeal to the needs of those viewers, your efforts will score little more than halfhearted viewership.

I’m often approached by business owners wondering how they can make their businesses visible to as many people as possible. My immediate response is always, “Have you first thought about what your audience wants?”

You cannot convince prospects to want what you have to offer simply by being visible. You must quench a thirst. You must satisfy a need.

Here’s an example that I often use to illustrate this point:

A dog food conglomerate recently found itself, despite being a leader in the promotion category, losing market share. Puzzled by this turn of events, the company’s new chairman called a mandatory meeting of every salesperson, marketer, and researcher within the corporation. His face reddened, his fist pounded…someone needed to figure out where they were going wrong. Did more money need to be committed to promotion? Were they reaching the wrong audience with their marketing efforts?

The seasoned business men and women were unable to muster the courage that it took to voice the root of the problem. But one young tenderfoot intern had the audacity to announce, “Mr. Chairman, the dogs don’t like the food.”

The dog food company’s audience was hungry for a better tasting food, not a new promotion approach. No number of banner ads, coupon offers, or endearing commercials would resurrect what had been lost to taste. This mistake bore the sole responsibility for the market share loss. More PR, advertising, promoting, and marketing would prove to be bottomless money pits for the already declining dog food shares.

If you find yourself in a situation such as this, or if you simply want to avoid falling into a similar situation, consider the following:

Get to know your end user. Do the grunt work and the research that it takes to really get to know your consumer. When you know that person, you can better solve his or her problems.

Promotion is important, but try not to be sidetracked with becoming visibly dominant too early in the game. You must have the goods to back up all of the hype. You must be able to deliver on promises, or customers will not return.

Remind your consumer about their problem, and how you are going to solve it.

You can’t market the unmarketable. Ignoring substandard products or services that don’t solve a real, modern-day problem can never end well. It can be difficult, but often, business owners need to back up and reroute from their original product vision.

Find the value in what you’re offering. If the biggest selling point doesn’t appeal to your ideal customer, then nip and tuck that product or service until it satisfies a wish, a want, or even better yet, a necessity.

When you’re honest about your product, like the young dog food business intern, you tackle the root of a problem that has the potential to rear up and cause havoc in your business.

Promotion is tedious. It not only takes large amounts of your time, but it can seem like an Olympic-level sport. It’s expensive; and if it’s embarked upon too soon, it can seem fruitless, leaving business owners exhausted and disheartened.

I’ll always believe that your product is ultimately your biggest selling point…not brightly colored ads or once-in-a-lifetime deals. It can take a while to learn this. Even some of the most successful business owners had to learn the hard way.

I don’t want to see misplaced promotion negatively affect your bottom line or your energy level. Find a need. Quench a thirst. And do it all with your product – not empty claims. This is literally your first step to success.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

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In your quest for a million dollars, would you rather get:

A) get $10 from 100,000 clients,

B) $100,000 from 10 clients, or

C) $1,000,000 from 1 client?

If you’ve chosen option C, one single transaction, congratulations for having great business sense. But for the sake of practicality, let’s use the first two choices for a model of quantity versus quality.

You know that no single person can provide a service that’s perfect for every potential customer. To further that sentiment, I’d like to suggest that no person can serve 100,000 customers as well as they can serve 10 customers.

It’s simple math that results in the same $1,000,000 answer for both options A and B, but you, the business owner, benefit most from choice B.

It’s no secret that valuable time is squandered when you have to exhaust yourself chasing a large number of clients. Wouldn’t it be magnificent to be able to sit, give your attention to a few clients, and make the same, or more, money?

Consider the chain of benefits: More focus on individual clients leads to better results for those few clients; those clients will offer better testimonials; and those satisfaction ratings will attract more high paying, high quality clients. This a circular effect of good business.

Of course, your next question is, “How?”

Scoring those lucrative client relationships starts where all good business does – in the early planning stages, even before lead generation.

Think big before you attract clients. You can’t skip this step, because if you do, you’ll end up attracting small-fry clients, and when you present them with the top-quality, top-priced program, you’ll fall flat.

Here’s an example to explain: you’re selling a top-notch software program targeted at high-end, complicated tax processing. If you market to general accountants, you might be netting prospects that do anything from A-B-C accounting services to intricate, full time gigs with top corporations. There’s no doubt that you’ll strike out with the majority of your audience. Accountants that make their living on Joe Smith’s bread-and-butter will have no interest in a high-end product like yours. Instead, back up and find a creative way to market to only those accountants serving the best-of-the-best, super-corporations. They will be willing to pay what you’re asking. They’ve been around for long enough to see the value in it, and are successful enough to be able to pay for it.

When asking for the big bucks, keep these things in mind:

• Before you bring people to your website, before you send out your newsletter, consider the caliber of your product or service, and match it to the caliber of client that would be most likely to spend the kind of money you’re asking for. Do the research required to find these people, rather than spending time generating dead-end leads.

• Consider your prospects’ mindsets. Do they have cheeseburger budgets and milkshake level businesses? Or do they have filet mignon budgets and crème-brulee-level companies? Which would you rather have? Know that fast food customers won’t have the money, or the taste, for expensive steaks.

• Don’t make quality an afterthought, or you’ll have attracted prospects in vain. Aim high, and your prospects won’t bat an eye at your price revelations.

Don’t assume that high paying clients are high maintenance. Often, they’re more understanding and less demanding. They have the experience that it takes to understand the ins and outs of the business world. They understand your challenges, and are more likely to allow you the freedom to run with your expertise.

Low-paying clients are often new to the business world, and may either indirectly (or directly) look to you for advice beyond the scope of your work, or spend too much time highlighting insignificant details.

Don’t be intimidated by the lucrative account. Be drawn to it. Recognize it for the gold mine that it is – and for the quality that it can create for your business.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

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Picture it:  an administrative assistant, who is responsible for sorting the postal mail, brings the daily delivery to her desk for opening and distribution.  As she shuffles through the pile of promotional mailings, invoices, payments, and correspondence from customers (she can recognize most types of mail by the envelopes that they’re in), she comes upon something peculiar.

It’s not flat; there’s no way that it could have traveled seamlessly through a postage meter.  It contains more than paper.  It’s got depth!  She tries to determine what’s inside by squeezing the envelope in the area of the biggest bulge.  With that, she hears the unmistakable sound of a duck, “Quack!”  What in the world?…

Of course, the office employee opens the lumpy envelope first.  In it, she finds a cute-as-a-button rubber duck that quacks every time she squeezes him.  The letter that accompanies the duck is from an insurance company that is conducting a promotion for new customers.  The little quacking duck is a perfect likeness of the insurance company’s mascot.

The woman gives the duck a prominent place on her desk.  He makes her smile.  She makes him quack when coworkers walk past, making them smile.  When she knocks him over with a paperweight or telephone receiver, she sees the name and phone number of the insurance company on his bottom.  And most importantly (for the insurance company), she remembers their business name every time she glances at the duck, prompting her to not only recommend the insurance company to her boss, but to her company’s own clients.

The power of lumpy mail is two-fold:

• First, lumpy mail begs to be opened.  Can you imagine yourself throwing away a piece of lumpy mail?  Surely, you’d be wondering what was in there, and might even resort to fishing it back out of the trash to satisfy your curiosity.

• Secondly, the item in the envelope that’s responsible for its lumpiness will stay with your target for as long as they choose, effectively giving your company’s name a front seat in that target’s mind.

Many times, business owners focus on the letter that’s enclosed in their direct mail envelopes; when, in fact, their focus would be better placed on actually getting that envelope opened.  And it doesn’t matter who opens it…even if a gatekeeper at a large corporation is intrigued enough to set to it with a letter opener, your correspondence has a greater chance of completing its voyage to the decision maker’s desk.

Emails cost nothing to send.  But with direct mail, you’re paying for paper, envelopes, ink, and postage.  Unless people are opening those direct mailings, your spending is in vain.  Even with a conservative mailing list, you can spend hundreds, or thousands, of dollars in the blink of an eye.

Because you’re investing so much more in direct mail, high response rates are more than desirable.  Direct mail experts site 1 or 2 percent response rates to direct mailings as satisfactory, even impressive.  But if you want extraordinary response rates to your direct mailings, a lumpy mail endeavor could result in response rates as high as 25 percent.  That means that, even if your budget is so tight that you can only afford to send out 10 pieces of lumpy mail, you can expect a response from 2 or 3 of your recipients.

So lump it up!  Mix up the mail bag.  Make mail interesting again.  Maybe you haven’t the budget for big bulk mailing…but there’s nothing stopping an honest shot at some lucrative lumpiness.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

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Relationship-building is a great way to leverage today’s social networking craze and build valuable relationships that can translate to business success. Relationship-building takes networking to the next step, and helps individuals develop meaningful relationships that may eventually become business relationships. Strategies for effective relationship-building keep in mind that relationship-building isn’t about what people can do for you, but about what you can do for people.

1. Recognize People for their Value
People want to be recognized for their intrinsic value as human beings – not as social connections. Recognize people for their value and individuality first and foremost. By building successful individual relationships with people, you can later leverage those relationships to form valuable business connections. But don’t make the connections about business from the beginning – make those connections genuinely about the connections, and about recognizing people for their individual value.

2. Don’t Ignore The People Not On Your “Target List”
One popular strategy that networkers use is to develop a list of targets – people they want to meet or spend time with at events or online. People who aren’t on that list may get ignored. This is a big mistake, and one of the primary differences between networking and relationship-building. When you target people, you miss out on other people who may have unexpected things to offer.

3. Give People Your Full Attention And Be Sincere
One of the most mortifying experiences that a person can have is shaking someone’s hand, only to realize that the person they’re greeting is looking over their shoulder to see who in the room is more important to greet. Don’t be keeping one eye open for the ‘important’ people when you’re building relationships.

Give everyone you meet your real attention. Make genuine connections with people. They sense the sincerity when you make these connections, and you never know when one of the people you meet has another valuable connection that they can provide you with – a connection you’d miss if you were too busy to move on to a more ‘important’ person.

4. Look At What YOU Can Do FOR People
When people are networking, they tend to evaluate someone and think “What can this person do for me?” Don’t ask what people can do for you. Ask what you can do for people. Look at ways you can provide value in other people’s lives. Offer valuable information, or helpful advice. Help them make connections that will serve them in business or their personal lives. People will return the favor, and may surprise you with the ways they can help your business. You’d never discover this if you were too busy asking what they could do for you.

Relationship-building does take more time than traditional networking, but you will make more valuable connections from it. Take the time to get to know the people you meet, and don’t dismiss people as being ‘unimportant’ because you’re too busy looking for ‘more important’ people. Every connection you make is valuable on a human level. It’s those real, true connections that will reap the rewards of success in the long term!

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Everything that you do for your business, everywhere you go, you should always be thinking about getting people onto your mailing list. Building that list is so important to the success of your business.

But, you can’t stop with simply adding people onto your mailing list; you’ve got to take it a step further and get them to actually buy from you. A thousand people on your mailing list is certainly promising business potential, but you need to focus hard on how to convert some of them into paying business.

While you don’t try to sell to anyone and everyone, you do want to try your best to sell to those people on your mailing list. Naturally, they’re your best chance for a sale because they’ve expressed an interest in what you’re offering.

You’ve heard the expression, you can lead a horse to water, but you can’t make it drink? In a sense, you have to look at the prospects on your list in the same way. You’ve led them toward your business, and while you can’t make them buy, you can make them very thirsty for what you’re offering.

In order to do this, one of the things that you need to think about – even before you start building your list – is what your sales process is going to be.

Once people have joined your mailing list, what will you put in front of them that invites them to get their credit card out?

That first offer should make it easy for them to say yes by having a low financial cost and a low emotional cost.

If you set the bar too high, if the only way people can spend with you is by shelling out a lot of money or committing to a long-term program, you are making it harder for them to say yes. It’s just too big a jump.

Think of your business as a ship and your prospects are on the dock. You wouldn’t expect them to jump onboard straight from the dock – you’d at least put out a gangplank to help them come aboard.

Before asking them to take a huge leap, make a big change, a big investment and a big commitment, give them the opportunity to know and trust you first. Extend the type of offer that will make your prospects feel less vulnerable. An initial low payment offering is fine – just make sure to present something they can buy.

Keep this in mind, as well: The best time to have someone buy is immediately after they’ve signed up for your free offering, whatever that may be. When they sign up for it, they automatically join your list.
The instant that happens, put an offer in front of them. That will separate the people who are serious – the ones who are willing to invest – from the browsers.

The prospects who are willing to invest are proving themselves to you, and should get better and more offers from you.  Don’t spend too much time on the browsers until they indicate that they’re serious.

So think about a low-cost, low commitment initial offering, and then present it to people right after they join your list. That’s the time when most of them are ready to buy.

Bernadette Doyle specializes in helping entrepreneurs attract a steady stream of ideal clients. If you want to get clients calling you instead of you calling them, sign up for her free weekly e-zine at http://www.clientmagnets.com

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As one of the largest expenses of planning an event, venue pricing is extremely important. With the right venue pricing, you can host an event and still realize a good profit. If you pay too much for the venue, you cut into your revenue for the event, or you may even end up paying more than the venue is worth, or more than you can afford to pay. These tips can help you get the best possible venue price.

Find out the Room Price
In order to get the best possible venue price, you must start by finding out the venue price. Some venues may want to avoid quoting you an exact price, so they can get the most possible income from you if you quote a price higher than their rate. Try to find out the venue’s price before you discuss money.

Remember that there is always room to negotiate a price, and what the venue tells you is just a starting point; not the final room price. If the price is significantly higher than you want to pay, it’s worth trying to negotiate even if you think the venue won’t budge. The worse that can happen is that the venue may stick to their pricing, and you may have to look elsewhere, but you might also find that the venue is willing to negotiate down to your price.

To Get a Better Price, Ask for a Better Price
One of the simplest ways to get a better price on a venue is to ask for a better price. There are a few techniques you can utilize to negotiate a better price. First, you can flat out ask. Some venues are fairly willing to negotiate. You could also try telling the venue that you’re on a budget, and can only pay X dollars, but that you’re looking for a long-term partner for many events. Some venues are willing to drop prices to build good ongoing relationships. You may also be able to negotiate a price near your ‘budget’ if you drop extras from the venue cost, such as snacks or supplies.

Look for Other Methods of Compensation
If you can’t get a venue to come down to your budget, explore other methods of compensation. For example, if you’re planning a training, marketing or customer service event, you might explore the option of putting venue staff in your event. The venue could then gain your services to the tune of whatever you’re charging for the event, and may be more willing to negotiate a lower rate, or give you the venue for free. If you’re using a hotel as a venue, you may be able to negotiate a lower venue rate based on booking hotel rooms through the hotel for attendees.

Key Things to Remember When Negotiating Venue Price
Remember: the venue wants to fill the room. If the room doesn’t get filled, the venue doesn’t make any money. The closer you get to the date of the event, the more negotiating power you have. The closer you get to the date of the event, the more the venue wants to fill the space. Negotiate the best possible rate to keep your venue prices low and boost your revenue.

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