value

When Customers Say No

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The photographer sends a photo quote and the customer either says “no thanks” or, more likely, doesn’t respond at all. The photographer is left wondering what went wrong.

A customer will say no to an offer because it’s the easiest reaction when they don’t have enough information or they don’t fully understand the photographer’s offer.

The customer may not know:

• How they can benefit from the photography.

• How well the photographer can complete the job.

• If they can fully trust the photographer.

• What their photography job really requires.

• What’s at stake by choosing a cheaper photographer.

When a customer says no, it may be an indication that the photographer did a poor job of informing and assuring the customer.

 

Worth its weight in money

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Everyone has heard the saying that a picture is worth a thousand words. According to a real estate study, a (professional) picture is worth at least a thousand dollars.

A 2010 Wall Street Journal article cited a study done by a Seattle brokerage house which showed that professional photography increases the sale price of a home by anywhere from $934 to $116,000.

The reason for this is simple:

Better quality photography => more attention => more customers => more money.
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Batter Up

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During yesterday’s Toronto Blue Jays at New York Yankees game, (the Blue Jays won 8-5), the TV announcers were talking about the value of veteran pitchers.

One announcer explained that, although younger pitchers can often throw the ball faster than the older guys, veteran pitchers have more control and they understand the game better. This means that veteran pitchers can throw exactly the right pitch at the right time and win games. That’s why, the announcer continued, veteran pitchers cost more.

A similar explanation can be used to explain why experienced photographers cost more.

 

Size Doesn’t Matter

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A potential customer asked why a business portrait would cost $500 when it’s only going to appear small on their website.

Up until the late 1990s, companies had no hesitation paying hundreds of dollars (or more) for a business portrait. Back then, the costs of publishing brochures, annual reports, and other print marketing materials were high, so a business portrait was just a small fraction of the overall expense.

Today, with every company having a website, the cost to publish has essentially become free. This zero-cost publishing has led some people to assume that photography should be equally inexpensive. The common question is: “Why should we pay hundreds or thousands of dollars for photos that cost nothing to publish?”
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It’s not the pictures

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If one photographer quotes $150 for a business portrait and another photographer quotes $800, which of them will win the customer’s business? Despite the obvious price difference, it’s not obvious which photographer the customer will choose.

There are two types of customer: the price shopper and the value buyer. Although it’s common for some folks to alternate between the two, for example: be a price shopper when buying groceries and be a value buyer when shopping for clothes.

Some people will always choose the low-price option. These customers are price shoppers and they care only about cost. What they pay is more important than what they get.

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Don’t Get Comfortable

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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.

 

Choosing a business portrait photographer

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If you buy a cheap pair of shoes and they turn out to be uncomfortable, you stop wearing them. The money you paid for these shoes was wasted.

If you buy a more expensive pair of shoes and you enjoy wearing them, you’ll wear these shoes often. Over the life of the shoes, the additional money you paid, compared to the lower priced shoes, will be inconsequential becasue the value received is high.

Business portrait photography is a common offering from corporate photographers. Here in Toronto, business portraits can range from $50 to $1000. Even $2000 for a single portrait is not unheard of.

Why is there such a wide price range?
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