Many photographers fail to understand that a client’s budget determines their work. In an ideal world, it would be the other way around. But sadly, the ideal world and the real world don’t often intersect.
Don’t confuse “work” with “effort” or “creativity”. The latter two should be independent of the client’s budget. Whether the budget is $1,000 or $10,000, the photographer has to put forth the same effort and creativity.
When you go to a grocery store, that store wants you to buy a cartful of products. But if your budget is $20 then the grocery store can’t afford to sell you more than $20 worth of products.
A camera store would love to sell you a $5,000 new camera. But if your budget is $1,000 then the store simply can’t afford to sell you more than a $1,000 camera.
All businesses operate this way.
Let’s say a client calls you and requests three business portraits. Of course you’d love to sell them your $6,000 corporate photography package which includes three hours of photography, lots of studio lighting, several background choices, five looks per person, fantastic retouching and many years of usage rights.
But if that client’s budget is $1,000 then you cannot afford to sell $6,000 worth of photography to that customer. If you did, you’d be losing $5,000 and your original $6,000 price meant nothing.
To meet this client’s $1,000 budget, you might offer to shoot the business portraits with one hour of photography, a small flash, one background, one look per person, minimal retouching and limited usage rights.
The client’s budget determines the work. Just like all other businesses.
