For the longest time i have never offered any different lighting packages for my jobs. Sure, for big events i bring out the truss and string up my 8 gel par cans, 1 vertigo and luna-4 lights to it. But i am in the market to add on to my light packages as lighting has become even more affordable than ever.

I'm looking for suggestions on how to pitch my clients that they need this advanced lighting package over my normal setup, and how much i should add onto my normal fees for it.

Does this mean i should be rethinking my entire pricing tactics? Rightnow i am offering my current lighting package and sound as i see fit for the size of the event, and tailoring my price accordingly. Should i be setting up base prices for just musical services, and then making each light package seperate?

Ideas on pitching the new package to my clients is appreicated! I have the feeling that they will opt for the basic and be done with it.
I'm just seeing if it would be worth my while to add on to my boring(to me) light show.

Unfortunately, I can't help you out because, we sell a one price fits all package. When we get new lights we just set them up wherever possible.

We don't sell big sound systems and fancy lighting packages (although we have them). What we sell is a service. We concentrate more on selling what we can do for a client, than what we bring for a client. We just custom taylor each of our setups to the hall we are playing. If the client requests "extra lighting or speakers" we just include them no charge. I would just add a small amount to your price like $25/gig and sell your clients on why you are better than XYZ DJ's and you include at no extra charge an new high tech light show. (Don't say intel or intelligent lighting) because most clients don't know what you are talking about, or don't care. But if you say "I provide some of the most current state of the art lighting for no additional expense to you my client" They will take notice. See what I mean, and technically with the small rate increase, everyone pays for your new lighting

I have to agree with Stevie Ray. I too just recently decided to incorporate lighting packages separatly. I have what I call my "Accent" lighting package for an additional $25 which just has some table top effects, then I have my "Basic" package, $50, which includes taking my T-bar with Pars and other stuff like Roto Pods, Mini gems, and stuff, then I have my "Preferred" package, $75, which includes the basic package plus a few Saga's, couple of Vertigo's and stuff, then I have my "Full" lighting package which includes everything I have, Mirror ball, Fog maker, and a few others. I have found that most customers tend to shy away from adding lighting to functions as they are always trying to get away from added expense, so I'm thinking now that I should just bump up my price a bit for every gig and then just guage the extent of lighting I need for a specific hall. This takes the confusion away from the customer, who doesn't really know the difference between lighting effects anyhow, unless of course they come to my studio and see the effects for themselves, and then pick and choose what they want. This way you have a bit of room to haggle on prices too. If you have someone that is dead set on getting a discount, you can do that, and just knock off some of the lighting that you would normally take with you without letting them know. I hate haggling my price down though as sometimes word of mouth travels and someone might ask, well why did you do a gig for such and such at that price and now your charging me more? Just have to play it by ear I guess with regards to your lighting show. Some of my repeat customers understand the price increases as everytime they see me, I have newer, and more of them, lighting effects. They've watched me grow over the years, especially the last 3 years with me buying all this ADJ stuff. It's the new customers that don't understand the prices, however once they see the show, it's nothing but, "wow" we really loved it, and then the call-backs start coming in. Hope this sheds some light on the situation.
I'm talking strictly MOBILE DJing here by the way, not club stuff.
THA DOGG

I too just include lights as part of my package. Usually just a T-bar with 3-4 basic effect lights (Vertigo, Reflex, 'Pod, etc).
The only time I add more is for a Sweet 16 / High School dance deal. Then I pitch my "club-style lights on 10ft truss...blah blah blah...the kids really like it...blah blah...only an additional $$$...blah blah" It usually works.

I include my lighting in the price - pretty basic: Mystic, Trance Wheel, Vertigo and Starball. Once in a while someone will ask about bubbles, strobes, fog - I'll include those at no extra charge (assuming the hall will allow bubbles/fog, most don't seem to these days).

You might try first selling your DJ services and then a lighting package as an add on for an additional fee. As I'm sure you know, there are many types of events that can totally be enhanced by a small, medium or large light show. You can determine which one is most appropriate for your event and venue. I sell my light show for $150. It includes a Whirl, Vertigo, Avenger and Quintet mounted on a T-bar. I am very enthusiastic when upselling to a client and I talk about how kewl the lighting effects are, how much they enhance the dance floor atmosphere, etc.