When a customer is searching for a photographer, they don’t just look for pretty pictures on a web site and the lowest price. Instead, they’re looking for clues that a particular photographer is worth hiring at whatever price they might charge. The customer is looking for value which is quite different from low price.
Every professional photographer pretty much uses the same camera equipment, same computer and same software. Most photographers can, more or less, shoot the same pictures although this can vary by a huge margin. So how do you increase your value to the customer?
You have to offer something that customers can’t get from any other photographer. And what can’t they get from any other photographer?
You.
You have to figure out how to sell what you know rather than what you do. After all, many other photographers can do what you do but they might not know what you know.
What you know isn’t just your photo experience, it might also include people experience, business or marketing experience, how to work efficiently with minimal intrusions, how to bring enthusiasm to the client’s project, how to blend into and work with the client’s team during the project, or any other things that have nothing to do directly with photography.
If it’s you, not your camera, that’s the business then you become irreplaceable, you stand out more and you can charge more.
The easy way to promote you is by talking about yourself and your abilities. But that’s exactly the wrong way to do it. The customer only wants to know what’s in it for them, what can you do for them.
A better way to promote you is to talk to the customer about their photo needs. Show them that you’re the expert, you understand their situation, you know how to help. But do it without talking about yourself. Make the customer the star in your story.
When a customer is searching for a photographer, they don’t just look for pretty pictures on a web site and the lowest price. Instead, they’re looking for clues that a particular photographer understands them. This is the best value for them.
