Unlike my usual posts, this is an off-the-cuff post spurred by a recent experience with some clients. We did a shoot with a young lady, an equestrian, along with her horse. We worked hard to make it not just a photo shoot, but an experience. They loved it, and loved the photos, and never blinked about the price. In interacting with the clients afterward, I realized what a unique and special experience it was for them.
Pricing is often one of the hardest areas of the business for photographers. New photographers are sensitive about their lack of experience, afraid they don’t merit a large fee and can’t compete with more established professionals. But even for established professionals, a certain sense of guilt is common when it comes to talking price. Many professionals are almost apologetic when quoting a price, and are much to willing to come down.
I’m no exception.
I recently had a revelation that has helped me a great deal with the psychological aspect of pricing. It has to do with the difference between how photographers and clients perceive any given photo shoot. What many photographers, enthusiasts and pros, often forget is that a photo shoot is a rare and big event for a client. While we do shoots every week, most people might do a professional photo shoot a few times in their lives. A FEW TIMES IN THEIR LIVES.
If you charge cheap, cut corners, or otherwise short-change your clients, you really are depriving them of something special. You are depriving them of the opportunity they may only have a few times to experience a professional photo shoot - to be the center of attention during the shoot, the recipients of small gestures that make them feel like valued clients, and ultimately the recipients of truly beautiful professional images.
Instead of skimping on the price, go ahead and price high. And then make it worth it. GIVE YOUR CLIENTS THE UNIQUE AND MEMORABLE EXPERIENCE OF WORKING WITH A TRULY PROFESSIONAL PHOTOGRAPHER. Dress like a pro, act like a pro, project confidence. Do your homework before the shoot. Go the extra mile to make your clients feel valued before, during, and after. Do everything necessary to create the ambiance of an idealized “photo shoot” as well as produce great images.
Think of yourself as selling an EXPERIENCE, not just a set of photos. If you can do that, I guarantee your clients will be happy to pay for your services. And they’ll remember the experience for a long time to come.
10 Comments
Well said! I totally agree! Many people are very nervous about getting their pictures done. You can be more than just the person snapping the picture to them. They will remember that and tell their frineds and they will be back!
I thought this was brilliant : ). Thank you.
Thanks for the useful info. It’s so interesting
have you ever seen http://www.tylershields.com?
Just what I needed right now! Thanks guys!
terenoddophotography.blogspot.com
I recently read in a book that (assuming you’re a wedding photographer) if you want to find more $500 weddings, simply charge $500 for a wedding. They’ll be sure to tell all of the “$500 Wedding Friends”. However, if you want more $5000 weddings, you need to sell $5000 weddings. The point was, don’t underprice your services simply because you need the work.
http://www.paulmanoian.com/photography
I agree with Paul, the worst thing in the photography industry is that most of the public doesn’t have a real good feel for whats good and whats not, and will simply choose the lowest price photographer around, leading to a price slashing competition of who will do what for the cheapest amount.
I say know your price, know what your worth, and sell yourself and experience to the client at what you want, and not to undercut every photographer in your area.
I’m just finally launching my own photography site and business. I currently work in a customer service industry with a leading bank and the customer experience is top of mind. I envision the experience as the biggest thing you can do for your business. I am trying to get that across on my site and I’ll be trying to dive deeper into it there so that they understand why I want to charge such prices.
I don’t even have prices up right now. Since I am so “NEW” I am offering an introduction for August to try and get people to take action and gain experience. After August,I’ll be charging. Wondered about your thoughts on my offer for August? Waste of Time? Put the Prices up right away? Or a decent attempt at a marketing offer?
I love running into posts like these! I’m also going to try and burn in the idea that I prints the size of 4×6,5×7,8×10 are not much of my business and that I’ll get you photographic art via 16×20,24×36 or lager. I want people to go for the wow factor. I have been viewing a lot of photography portfolio websites and a lot price out as if they are print services like wal-mart. ie $1.00 for a 4×6, $5.00 for a 5×7. It seems tedious. I’m looking for ways to sell the $500 16×20 canvas gallery wrap. I guess it goes with what Paul Manoian commented on earlier.
You might find some good information on pricing here too:
On Monday August 17th, noon PST, Conversations Live with Vicki St. Clair (Seattle’s KKNW
1150 AM) welcomes photographer’s agent and stock photography diva, Danita Delimont, as part of
Conversations Live The Real Story Behind Entrepreneurism series. As a successful local business woman, Danita Delimont knows firsthand what it takes to build an international, million-dollar business, based on quality, relationships, and trust.!
Here’s a direct link to information about the show.
http://conversationslive.net/index.php?option=com_content&task=view&id=170&Itemid=29
You can also stream live by clicking the LISTEN LIVE button.
Podcasts can be heard at
http://conversationslive.net/index2.php?option=com_podcast&feed=RSS2.0&no_html=1
While my web site (at this time) is almost beta vs. 2.0 in design I’ve been a working fashion, celebrity and advertising photographer for 25 years. I have said to my clients since I was 26 years old, “I’m not the economic solution to your photographic challenge.” It’s has carried me well over the years and I pass that on to your readers. Thank you for showing more of the business side.
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