Beating around the Bush: The Case for Delaying the Question of Cost

Until very recently, I thought I had a pretty polished and effective sales pitch down. In some ways, it was. It was polished, it did sound professional, it was engaging, and it certainly did result in sales. However, it wasn’t what it could be. My biggest issue was presenting price that I found to be reasonable before I had enough information about the client. I’d shoot for the $400-500 range, and was met with varied success. I got two regional tours booked with this method, so I wasn’t entirely failing. However, this model needed to change. I was recently made aware of this, and have since tried to implement it.

This last week I took the final steps to making my company official. Believe it or not, if you’ve got a little bit of cash on hand, it isn’t all that hard to form an LLC through your state’s secretary of state. This last week Scriptless in Seattle LLC became official. And with it, I began looking at booking more national shows. Two days ago, I set my first meeting—A school in Hyde Park, NY right on the Hudson River. Because of the greater distance traveled, the cost of completing these contracts is significantly higher than that of what we had traditionally accepted, so I knew this going in. The entirety of the meeting the woman I was meeting with kept pushing the question of price. I told her I needed more information about what she was doing in order to give her an accurate quote. As we talked, I learned that they partnered with a local hotel, so our lodging would be covered for the show. I also learned that their school would be willing to cover our dinner that evening—another cost covered. Finally at the end of the call I said I’d go back to my team and email her in the next few days with a quote. She asked me at the end of the call if I had all the information I needed, and so I pounced. “One more question. You mentioned that this would not be the first comedy event you’d hosted on your campus. What traditionally has your budget been for those?,” I asked. “It would be good to know the ballpark I’m shooting for as I prepare your quote.” She thought for a moment and replied telling me that she had paid $1800 for a comedy event last year but they’d paid up to $3000 for a better known area comedian before. Now, we’re talking three dates in early 2024. Not too bad for just waiting to ask the question. As I wise person once told me, you never know if your budget is $500, or $5000. You’re interviewing them just as much as they are you. Ask the question!