When Canada legalized cannabis in 2018, everyone in the industry was expecting a windfall. But that expectation soon faded.
More than three years after the federal government legalized cannabis, there are more than 870 licensed cultivators, processors and sellers in Canada. But despite piqued interest following legalization, high supply and low demand have led to billions of dollars in writedowns and millions of grams of unsold marijuana.
(. . .)
Ontario has seen, in particular, a very large increase in the number of retail stores over the last 24 months, and because of that, the overall (market share) each store on average is able to get continues to decline . . .There are 425 cannabis stores and 421 Tim Hortons across Toronto.
I mentioned in a previous post that the supply of professional photographers is too high. More and more photographers but the overall market share each on average is able to get continues to decline.
But what if it’s the other way around? Maybe the problem isn’t that there are too many photographers but rather there are too few customers?
The need for photography today is higher than ever before. Every business has a web site and social media and they all need photography. Many businesses need photography for print ads, press releases, editorial uses, etc. Most consumers need photography for family portraits and weddings.
The problem is not a large supply of photographers or a lack of need for photography.
The problem is a lack of demand.
A lack of demand for you, the professional photographer.
Need vs. Demand
A need is simply something that offers a benefit to someone. A demand is the combination of a need and the willingness to pay for it. You, a business, cannot create a need. The customer creates their own need. But you, a business, can create demand for that need.
The biggest pain point when hiring a professional photographer is often cost. If professional photography was free, everyone would be demanding it. But then, if it was free, it would be amateur photography and nobody wants that ;-)
You can’t deny the cost factor but you can downplay it. Cost isn’t the main factor unless the photographer says it is.
If you talk first about service, time, and benefits, then the customer will consider these first. But if you mention price first or make it a big deal, then customer will always be thinking, “Is this worth $X,000?”
Service is your photography and your expertise. Time is a risk factor that most customers think about but not consciously. Benefits are how your service meets the customer’s needs.
The Time Risk
Customers choose based on least risk. People worry more about losing something, usually money or time, rather than gaining a potential benefit. This is not to say that benefits aren’t important but a photographer should emphasize risk avoidance more than potential benefits. Playing up risk avoidance also allows you to downplay the importance of price.
Many corporate customers worry more about time than price. Such customers don’t want to waste time on photography they don’t like or can’t use. No money is wasted because if they aren’t happy with the pictures, they can refuse to pay or demand a refund. But they can’t get a time refund.
To emphasize risk avoidance, you might ensure the customer knows that:
• a professional gets the job done right the first time so no time or money is lost on a re-shoot;
• pictures are delivered on time so no time is lost on project delays; the photography is done efficiently so no time is wasted on the shoot day;
• the photography will meet the customer’s specifications so no time will be wasted trying to salvage sub-standard pictures and no time or money will be wasted by having the project fail.
Yes, you have to say things like that on both your web site and in correspondence with a potential customer. Never assume the customer already knows those things. Obviously you don’t just list blunt statements like I just did. You either phrase it much nicer to suit each customer’s situation or you send signals to the customer. These signals might include mentioning your years of experience, writing about your areas of expertise, having customer testimonials, and (obviously) having relevant sample pictures on your web site.
Keep reminding potential customers, either literally or through signals, that you are the low-risk option they need. Low risk but never low price. The price is simply the price. Barely worth talking about.
Trust Creates Demand
When you send a quote or reply to a customer enquiry, include encouraging statements on the proposed job. Make the customer feel good about you. Build trust through honest reassurance. Marketing is the art of persuasion.
For example:
• “Be assured there will be minimal disruption to your office because I’ve done photography like this for several other businesses. I know how to work unobtrusively.”
minimal disruptions = low risk.
I’ve done photography like this = low risk.
work unobtrusively = low risk.
• “Your employees will have fun getting their portraits done because I really enjoy photographing people. I work efficiently so each person will be away from their desk for only a few minutes. Online proofs will be ready quickly, within 24 hours.”
will have fun = low risk.
I work efficiently = low risk.
only a few minutes = low risk.
be ready quickly = low risk.
• “You can be confident that you’ll get great conference photos because I have 20 years experience photographing business conferences. Finished photos will be delivered within four days, well within your deadline for publication.”
get great conference photos = low risk.
20 years experience = low risk.
within your deadline = low risk.
• “You don’t have to worry about time away from your desk. With 20 years experience, I know I can be in and out in less than an hour and have the pictures delivered to you the next day.”
don’t have to worry about time = low risk.
20 years experience = low risk.
delivered to you the next day = low risk.
If you can eliminate any perceived risks and build trust, customers will hopefully be demanding your services.
