Photographers are often told to sell value rather than just pictures. But when it comes to value, there can be a disconnect between photographer and customer.
A photographer generally tries to sell future value: how the photos might be used and enjoyed in the future.
But a customer often sees only the immediate value: the cost of the photography today.
If cost is greater than perceived worth then the customer won’t buy.
It’s difficult for any business to sell the future because we only see the present and we only know how we feel today.
A solution is that you have to realize that it’s not about cost, high or low. It’s really about worth or the lack thereof. If a customer sees little perceived worth today then your only option may be to lower your price and even that may not be enough.
Having to discount your prices is proof that your current marketing has failed.
Once you understand that worth is related to trust, then perhaps you’ll change your marketing to build trust rather than to promote low prices.
Customers can, and want to, feel trust today.
