Scroll through any event planner’s website and you’ll likely find it: a pricing page with tidy packages, set fees, and a neat little table of what’s included at each tier. I understand the appeal. It feels transparent. It weeds out tire kickers. It saves time. I just don’t think it’s the right move, and here’s why.
Every Event Is Unique. Your Pricing Should Reflect That.
Think about the last two events you attended, or the last two you planned. Same location? Same timeline? Same number of guests, vendors, and moving parts? Probably not. Even events that seem similar on the surface have wildly different scopes, personalities, and requirements.
When you post flat package pricing, you’re trying to put every event into a box that most events won’t fit neatly into. You either end up overcharging the simple ones (and losing the inquiry) or undercharging the complex ones (and resenting the work).
What Happens When Clients See Your Prices Before They Know Your Value
Price transparency sounds like a client-friendly move, but it can actually work against you. When someone sees a number before they’ve had a conversation with you, they’re evaluating your price against their budget, not against your value.
A consultation call changes everything. When a potential client hears your experience, your process, and your vision for their event, they’re not just buying planning hours. They’re buying confidence, expertise, and peace of mind. That’s a much easier sell than a number on a webpage.
What I Do Instead
Rather than posting prices, I make it easy to schedule a consultation and I come prepared to understand the client’s full scope before I quote anything. This does a few things: it ensures I’m pricing accurately, it creates a relationship before a transaction, and it lets me disqualify clients who aren’t the right fit before either of us invests significant time.
On the consultation, I listen more than I talk. What does the event need to feel like? What keeps them up at night about the planning process? What’s their vision? Then I build a customized proposal that speaks directly to those answers.
How to Handle ‘Just Give Me a Ballpark’
It’s a common client request: ‘I don’t want to get on a call, just give me an idea of your pricing.’ The professional answer is something like: ‘My fees are based on the scope of each event, so I love to learn about your vision first. It’s a quick call and you’ll leave with a clear picture of what we can do together.’
Most clients who are serious about working with you will respect that. Clients who won’t get on a call to discuss something as significant as their wedding or event are often clients who will cause friction throughout the entire planning process.
When a Minimum Fee Is Your Best Friend
What I do recommend publishing, or at least communicating early in the inquiry process, is a minimum starting investment. This is different from posting a full price list. It simply lets clients know the floor before they reach out, which does help filter inquiries without giving away your full pricing strategy.
— Ready to take the next step? —
Want to learn how to lead client consultations that convert? My Wedding & Event Business Blueprint course includes a full closing module with scripts and a video walkthrough of my exact proposal process. Join the waitlist at https://coaching.
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About Naif Productions:
Naif Productions is a strategic event planning, design and production firm specializing in corporate, live coaching sales events, social, non-profit, and weddings. Based in New York City, we produce events worldwide from Fortune 500 clients and coaches to families and charities. Naif Productions specializes in helping clients attain their goals, realize return on investment, and achieve the most unique, creative experiences.
About Annette Naif:
Since 1986 Annette Naif has been designing and producing custom events, helping clients create their unique style that translates into a memorable and profitable experience. Annette spent 17 years producing events in the motion picture industry where she helped coordinate numerous productions for film and episodic television programs. Since then Annette’s been running her own event production company, coaching other event planners, teaching an event operations and production course at NYU, and now is the CEO & Creative Director of Naif Productions.
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