If a photographer is comfortable with the prices they charge, then their pricing is too low.
A photographer should never set their prices based on what they would pay because the photographer is not the customer. Pricing should be determined by the value to the customer, not value to the photographer.
A customer’s willingness to pay hinges on their perception of value. Their perception is always different than the photographer’s.
The photographer sets the price and the customer sets the value.
If a customer decides that the value is equal or greater than the price, then they’ll invest in the photography services. For commercial and corporate photography, value is determined by the usage of the photography and the intended outcome of that usage.
Of course, to justify their prices, a photographer must always make sure their work creates value for the customer.
Once a professional photographer understands this concept, they’ll be comfortable with uncomfortable prices.
