Getting the Price You Want

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Should you charge what you are worth or what the client is willing to pay? Do you find yourself often slashing your rates simply because the client is able to find someone willing to do the job for a fraction of the cost? Howard Givner, ELI’s Executive Director and former business owner dispels the myth that event planning is a commodity. This class discusses how to effectively set prices and justify your services based on perceived value, capabilities and proper brand positioning.

Learning Outcomes

  • Dispel the myth that event planners are a commodity be able to differentiate yourself from the competition.
  • Learn how to determine your rates and negotiate based on perceived value and capabilities.
  • Be able to effectively communicate to a client what the risks are in using a less expensive planner or someone with not as much experience may result in for live events.
  • Find out how to best position your brand through third party validation, thought leadership and showing your expertise.

Course Information

Estimated Time: 14 mins

Difficulty: Intermediate


CMP Credit Hours:

Speaker: Howard Givner Headshot

Howard Givner

With over 20 years of industry experience, Howard is a widely recognized expert and innovator in the field of special events, meetings, and small business growth strategy. Howard is currently serving as SVP of Knowledge & Innovation with PCMA.

Prior to joining PCMA, Howard was the Founder & CEO of the Event Leadership Institute, a leading provider of best-in-class training and education for the events industry through online, on-demand video professional development classes, interviews with industry leaders, white papers, webinars, and live events. In addition, Howard also was the CEO and Founder of Paint The Town Red, Inc., and the former CEO of North America for Global Events Group, the 13th largest event agency in the world, which acquired Paint The Town Red in 2008. During his tenure, the company won over 30 industry awards. He is a Past President of the ILEA (International Live Events Associate) NY Metro Chapter; has served on the board of directors of MPI (Meeting Professionals International) Greater NY Chapter as VP of Education; has served on the Advisory Board of Special Events Magazine; been a judge of the Gala Awards & HSMAI’s Adrian Awards.

He is a frequent speaker at industry conferences on a wide range of topics. He has been profiled in The New York Times, The Wall Street Journal, CNBC, National Public Radio, ABC News, The Apprentice, and USA Today, in addition to numerous trade media.

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