“Should I show prospects my price list right away?”
This is a question I’m constantly asked…
Photographers wonder if they should have a page on their website that shows package pricing, or if they should just give their contact details and have the prospect call or email to get that information.
In the first scenario you’re often giving the prospect no reason to contact you, because they’ve got what they thought they wanted, and they’re simply comparing your prices to a dozen other photographers. It’s a game you don’t want to get caught up in, because the winner is the guy with the lowest prices, and he’s also the one who goes out of business first – quickly replaced by another cut-price photographer.
The second option of asking the prospect to contact you also has a huge downfall. And that’s the fact that you’ll lose a huge portion of interested prospects because they expect you to give them a huge sales pitch on the phone, so to avoid that they just rule you out altogether before you’ve even had a chance!
There IS a better way!
And in this article I’m going to show you the way you should do it…
The answer involves something that isn’t difficult to achieve, but it allows you to give your prospects the information they need to make the right decision, without giving the price so early that they check and leave…
PLUS it doesn’t require them to call you, so they’re not worried about getting caught up in a 30 minute sales pitch.
The Answer To Your Price Revealing Woes
Create a PDF file (or a booklet if you’re being asked in person) that goes over all the reasons you’re unique and better than other photographers. The things that make you amazing value at the price you charge, as well as credibility boosters.
In the PDF / booklet, use a headline like…
“I’m not another ordinary photographer, so don’t compare me to the others”.
This gives them the thought that you’re different, right from the beginning, and tells them that they need to see how you’re different so that they can compare you accurately which gives you a chance to tell them about what you do.
What Should It Look Like?
That really depends on you as a photographer. What you offer and what you’ve done.
It should always focus ONLY on things that the prospect actually cares about. They usually don’t care what kind of camera or lenses you have, other than maybe a sentence saying something like “I use state of the art equipment that’s matched perfectly to my photography style to get you the perfect results you deserve”.
Your PDF / Booklet should be short, maybe only 2 to 3 pages, so everything you write must increase the prospects opinion of you, build your credibility and build value in their mind.
Here’s a few things you can include:
- What you offer that other photographers don’t
- Skills that you have (ability to direct and make clients feel comfortable, photo editing skills, photography skills)
- Awards that you’ve won – no matter how small, they all look impressive
- Places your work has been published – even on other websites
- Short testimonials from past clients (including name, suburb, age if possible)
Use bullet points to make skim reading easier for prospects. If they really don’t like reading and see 2 solid pages of text, they’re likely to skip to the end to see the prices – If there’s a few descriptive headlines and bullet points along the way it will at least give them a better idea of what you’re offering in a few seconds.
Right At The End…
It’s time to reveal your pricing structure.
Now that the prospect has had a few minutes to see exactly what you can do and why you’re the best, they’ll be much more receptive to your prices, especially if they’re higher than what other photographers in your area are charging – which they should be.
Added Benefit: Prospects reading your PDF are able to focus on it away from all the distractions of their web browser and the internet flashing ads in their faces, lowering their attention span. It’s like you get a few minutes talking with them one-on-one to say “hey, here’s what I can do for you”.
PRO TIP: You can put in some warnings about other photographers in your PDF. Don’t name anyone specific because it makes you look shady… just warn them of ways other photographers sometimes use ‘bait and switch’ marketing where they get the prospect in on a cheap price and then make them pay much more in the end to actually get the photos (or other similar examples).
Where Should My Price Report Go?
You should put it where prospects can see. If it’s on your website, have a link to a ‘201x Pricing Guide’ just as you normally would, but instead of a page, it would simply download to the prospects computer.
If a prospect asks about pricing in person you can give them the booklet, and run them over it in person. So you would explain why you’re the best before mentioning your prices.
After The Prices
Now you need an offer that encourages the prospect to take action and contact you…
Something like “Mention this pricing guide to get extra booking preference because places are limited and filling fast”
Or “Mention this pricing guide to get 5 extra prints free – usually these cost clients $120 – Only valid until June 20th”.
Anything that shows the reader that they need to take action quickly or they’ll miss out.
Using this strategy my own private clients and those using the Rich Photographer System have seen a significant increase in response rates, all from simply giving prospects the information they need to make the right decision.
Leave a comment below and let me know if you have any questions or ideas. I’d love to help you incorporate this strategy into your business this year!