PRICING YOUR SELF IN THE MARKET
A couple wants to get married. They lay out their plans and the cost of the wedding peripherals comes up and that includes flowers, reception, the DJ, other entertainment, limos, the photography and / or videography.
Sothey start interviewing photographers, shopping around and weeks later they are confused.
Some compared the experience to buying a car and they will tell you they would rather go to the dentist than buy a car. So we decided to put it to the test. Asking those folks buying a car, what criteria do you feel is most important in a choice of what you buy and where you buy? The answers were surprising.
ANS: Where to buy was based on closeness or proximity to the dealership and product reputation.
I like the product and I want to be close to the dealership. Pricing came in later. In a given area wedding shooter prices are like buying a car, cars go from basic transportation to high end sophisticated luxury cars. In a comparison, pricing a wedding photographer is similar, with both low-end, low-cost DVD presenters to full boat table top books with careful editing and story telling albums.
Just like no two cars are alike, no two weddings can be the same. Similar but not the same. This goes for the photographer too. No two photographers are the same, they are separated by style, attitude, impression, structure and sheer talent and interpretation.
He has to be flexible in what he offers and there is no such thing as one size fits all. People wanted the fairest price for the quality of the work done. It was not the lowest price, nor the cheapest package of accessories, the answer was the fairest deal they could negotiate. About forth or fifth on the list was the actual price.
CONFIDENCE, IN THE PROFESSIONAL DOING THEIR WEDDING —
But some of the photographers we interviewed in high traffic and shopping areas seem to think it’s all about pricing and that determines what they do to make the deal. What
they should be doing is thinking what they can do to improve their deal. It is just a wrong impression they have of their industry, very foolish thinking.
Looking at your prospective clients, they are looking to be treated equally. The winners in the long run in the Wedding Photography business are those who treat it professionally and run their business for the long run. The bad shooters, low-ball ad sellers, bump and runners sure made it tougher for the real people interested in a long time career and a business they enjoy doing.
Listen, this is a business with no policing, guidelines, few requirements, rules of engagement (pun) and various levels of workmanship and interpretation. And it really
doesn’t matter what part of the world you are from. Whether you live in Australia, the US, Europe, or Sweden the problem is basically the same all over. It’s so diverse.
It is a business of full timers, part-timers, professionals and amateurs. It has members who play by the book and those who never have nor will read the book. It has those, who are good savvy wise business people who have legitimate registered businesses with taxes, licenses, and regulations adhered to. And some folks who run it from the trunk of their car and pay no sales tax though they collected it from the bridal couple. It has those with major investments in time, finances, facilities and training and those certainly participating with nothing more than a camera and a small knowledge of photography.
THE RESULTS THAT BRIDES WANTED —
So at the Bridal fest in Tampa we asked similar questions to potential Brides. They wanted good quality work expressing the love, warmth, solemnity, beauty, of the most important day in their life. They wanted you to tell their story.
The second concern was the three R’s reputation, respect and reliability. The answer we received from photographers we asked as to what was important was price. So while everyone is worried about what the other guy is charging, few mention what they will do to improve their first impression on the first contact with the customer, future client, potential consumer.
Good business practice tells you your ads are for getting the interest or herding the business your way where an accurate assessment of what needs to be done ...can be done in the proper atmosphere. May I suggest a studio, office, showroom, place of business.
KNOW YOUR COMPETITION —
I think it’s somewhat important to know what your competitors charge, but it’s not the basis of your business. Some times there is no other way to find out than to ask them. If
you tell them over the phone or in an email, you’re a photographer looking at pricing most likely he won’t tell you, so I don’t see any other option than to ask like this. Invite
them to lunch to discuss their craft. Learn what they do better is more important than what they charge. When you do it better, the world finds you.
WEBSITES —
- Are better used or spent using the space to show quality and create an interest rather than going for the close before the door is opened. Fewer and fewer photographers are posting prices because of the confusion over the different pricing methods. Currently…
- Pricing may be expressed in packages.
- Some quote by, by hourly, or day booking.
- Some promise fees based on shot count.
- Some explain and expose their ancillary help charges, some just build it in.
- Some have a base charge and then add for overtime and extras.
- It’s apples to peaches just like car parts. It’s a Ford and a Chevy alternator, but
don’t fit each other, and a zillion other things thrown in. - Stop worrying what the other guy is charging. What is he doing that he is charging for and what you are doing to make it a better product.
- Each week I get a million coupons from all the supermarkets in the area. By the time I make the comparison, and do the math, I wasted more time than I saved. I save by buying needed common items in bulk and perishable items in smaller units.
- Do you give an explanation of plans custom suited for the client's needs. If not look in the mirror and you will see a fool.
- Answer questions with a question.” What were you specifically interested in having done, ask questions about location and size. The responses and being a good listener will tell you where she or he has been shopping. Ask what special services did they have in mind?
- It’s all about value received: Mainly does the value received equal (=) the dollars (yen, gold coins, marks, francs, chickens and goats) charged for the services.
- This is secondary in the couple's mind believe it or not. The primary goal for them is good quality work. By surveys we have conducted at Bridal shows. We asked them, they were there from all walks of life and financial health and good quality work was the winner