PRICING
Pricing in this business is like the car business, read on, this is a stretch. No two used cars are alike and no two weddings, people, venue, structure, size etc. are the same thing. No two photographers are the same. But the photographers seem to think it’s all about pricing. What a wrong impression. Very foolish thinking. Ask most folks (in the states) what they think of buying a car and they will tell you they would rather go to the dentist. Ask those same folks buying a car “what do they want in a price” and the answers will surprise you.
PRIME ANSWER:
A FAIR ONE from a reputable, reliable dealer…. They said things like “I didn’t want to pay more than what the others paid for it.” Highly competitive businesses are like that. 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, 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.
It will on occasion disappoint the best of detectives. The most lacking thing in the industry is the lack of professionalism, no organization though they have tried has addressed this since there are no legal standards or licensing. Probably there never will be since anyone can call themselves anything they want.
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.
Website: 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, some quote in packages, by hourly, or day booking, shot count, including ancillary help charges, and the final product delivered. It’s apples to peaches with car parts, and a zillion other things thrown in. So 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.
Do you give an explanation of plans custom suited for the clients needs. Answer questions with a question.” What were you specifically interested in having done, ask questions about location
etc. 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 couples 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 and they were there from all walks of life and financial health.
So it was:
1- Good quality work expressing the love, warmth, solemnity, beauty, of the most important day in someone else’s life.
2- The second concern was the three R’s reputation, respect and reliability.
3- Last was price.
Close to the Neilson answer’s for buying a car….. 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.
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