Shopping for DJ's, at least around here, is a bit different. Most want a specific DJ. They've been either been referred or have heard good things and want that specific DJ. Now, if they are looking for freebies thrown in or need to compare prices (within reason) then it's all about price. What I offer to do extra after I've been hired depends on the peoples specific needs and within reason.
I just turned down a wedding for the difference of $95. This guy said they both wanted me. They liked what I offered and what they heard about my rep. So after giving them a price, giving them this years price and not next years increase he asked for me to come down in price some more. I said I understand and I'd be happy to find him someone that would fit his needs and budget. Well, they really liked me so if I could work with them around ($95 less than my offer) they'd go with me. I declined their offer and nicely offered to find them a DJ that would help them out.
I've never hear back from them. Was this a price issue? Not really. It was more of an ego issue. He needed to feel good about himself by getting me to come down in price. I know the $95 wasn't going to break their bank. Was it an ego thing with me? As the hopeful new Vice President would say "You Betcha".
I had a similar case a few months back. The couple said I just wasn't in their budget. They couldn't afford for me to do their ceremony and reception. After about a month I got a call back from them. They said they search looking for some in their price range to do what they needed. They didn't like anyone they've talk to. They said they wanted me. The bride said they could only have me for the reception (at my regular price) and her mother would help her out paying. Knowing they spoke the truth I offered, after the contract was signed, to play their 3 songs for their ceremony at no charge. This girl was in tears.
Yes, that's my ego again. As a talent I offer what no one else can, ME. In my many years being ME, that has got me very far. If people want ME at their event then it comes with a fair and reasonable price tag. If they want a DJ who can do his thing just as well for less then that's what they should have. I will not play pricing games to compete with another DJ. It's just the way I work.